Sandy Crisafulli is the president and co-owner of Caryl Communications, a boutique PR firm founded in 1984 and built on strong relationships, strategic storytelling, and nimble execution. In this episode, Sandy shares her journey from the firm’s first full-time writer to owner, and how a 360-degree approach across content, media relations, and operations helps Caryl deliver meaningful results for clients. She breaks down what effective storytelling looks like today, including how to answer the critical questions: what is it, who cares, and why do they care. Tune in for practical insights on authenticity, adaptability, and staying relevant in a rapidly changing media landscape.
02:05 - Introduction of guest Sandy Crisafulli and overview of her career and agency
04:10 - How Sandy and Carey connected at a women’s conference
04:53 - Sandy’s early PR career story and mentorship from founder Caryl Dixon
06:55 - The early days of remote work using fax machines
07:42 - How Sandy became the agency’s second owner during the pandemic
08:05 - Lessons learned across different roles at the agency
09:47 - What has kept Caryl Communications thriving since 1984
11:28 - The difference between a good story and one that drives results
12:50 - The #1 advice for brands: embrace authenticity
13:36 - Thoughts on AI in PR and how small agencies stay nimble
14:30 - Joining a global boutique PR network to stay current with AI trends
17:29 - Helping clients cut through the noise with strategy
18:38 - Why visibility is important—and how earned media still leads the way
21:50 - Advice for companies who think they don’t have “enough” for PR
22:07 - What top-tier service looks like in PR today
23:04 - Examples of Caryl Communications’ clients and projects
25:40 - How Sandy’s creative hobbies help her in her PR work
27:15 - Running an indie record label with her husband for over 30 years
28:25 - Learning silversmithing and staying humble through the process
29:46 - Where to find Sandy and Caryl Communications online
