Lori Crouch, APR
Managing Partner
As a Managing Partner at SIR, Lori assists public and private organizations be the best version of themselves. A consummate strategist, Lori believes in outcomes, not outputs. She finds the calm when a crisis strikes and helps leaders navigate dynamic and changing environments.
Lori is an Emmy-nominated broadcast journalist, and she was honored with a Pinnacle Award from the Public Relations Society of America: Hampton Roads Chapter for her work on the 2013 Meet, Greet, & Imagine Granby Street revitalization campaign.
She currently serves on the boards of the Public Relations Society of America: Hampton Roads Chapter and Faith Inclusion Network. She is a LEAD Hampton Roads Class of 2015 graduate.
Lori is an active member of Second Presbyterian Church, Virginia Symphony Orchestra Chorus, and the Hampton Roads Rowing Club.
Into the Fire:
I’ve always been the person that runs to, not from, a crisis. When things are whirling about — I go right into strategy mode and recognize that there are always options. The key is to analyze the options and understand the implications of each.
From my time as a broadcast journalist, to my years directing communications for one of the largest cities in Virginia, I have the unusual perspective and experience to look at an issue from all sides and work with leaders to make positive change.