PR Masters Series Episode #102 - Raymond Crosby
When Raymond Crosby, President & CEO of Crosby Marketing, joined Art Stevens on the PR Masters Podcast, the conversation was as much about his five decades of perspective as it was about the road ahead for the industry. Crosby, who has guided his firm into the top tier of integrated communications agencies, credits longevity to adaptability, purpose-driven work, and a culture that nurtures both clients and talent.
“You can’t thrive for half a century by doing the same thing the same way.” – Raymond Crosby
From typewriters to TikTok, Crosby has seen communications reinvent itself countless times. But the key to thriving through change, he says, is curiosity and commitment. His team has continually evolved its tools and storytelling approaches to meet the needs of mission-driven clients, while never losing sight of results. Crosby’s firm is grounded in a mission to Inspire Actions That Matter™. In today’s content-saturated environment, that means ensuring communications don’t just inform, but lead to measurable, meaningful action. The team’s work with the Peace Corps, Disabled American Veterans (DAV), and the USDA illustrates the power of campaigns that change behavior and improve lives.
“Awareness without action is just noise.” – Raymond Crosby
While “purpose” is a hot industry buzzword, Crosby sees a deeper shift underway. More brands, he noted, are being held accountable by consumers, employees, and investors to live their values authentically. Five years from now, he predicts, purpose-led communications will be the expectation—not the exception. Crosby is equally proud of the agency’s enviable staff retention rates, which far exceed industry norms. The secret? Respect, mentorship, and opportunity. Younger professionals, he says, want more than a paycheck—they want meaningful work and room to grow. Crosby has shaped an agency culture where values-driven work and professional development go hand in hand.
Crosby’s award-winning campaigns don’t stop at awareness. They change behavior by blending emotional storytelling with data-driven insights. Whether it’s health, social impact, or government initiatives, the focus is always on moving the needle in ways that matter. AI and analytics are reshaping the industry, but Crosby is clear-eyed: technology must serve strategy, not the other way around. In healthcare, government, and nonprofit sectors, he sees new priorities emerging—from mental health to shifting federal policies—that communicators must navigate with agility and purpose.
The firm’s Crosby Scholars Program is another way it invests in the future of PR. By creating opportunities for emerging professionals, Crosby is ensuring the next generation inherits not just skills, but values. Looking forward, he is energized by the industry’s evolving role in society. “The role of communicators has never been more critical,” he told Stevens. “If we can help people, organizations, and governments make better choices, then we’ve truly inspired actions that matter.”
