Executive Director of Strategy and Placement
After spending four years as a writer and producer—and a stint running the teleprompter—in television newsrooms in both Boston and Springfield, Mass., Cristal entered the world of higher education media relations and never looked back.
Cristal brings more than 15 years of experience in higher education media and public relations, strategic communications, and storytelling to clients of TVP Communications. As one of the agency’s star pitchers, her tenacity and timeliness help her find success when sharing trend stories and research and scholarship of faculty and senior administrators with a wide range of journalists and editors across the country. With a good sense for compelling narratives and the ability bring faculty expertise to the forefront, she has secured placements with ABC’s Good Morning America, NBC’s Today, The New York Times, The Washington Post, Fortune.com, USA Today, The Wall Street Journal, NPR, Inside Higher Ed and the Associated Press, among others.
Prior to joining TVP Comms, Cristal set new standards for the strategic media relations and communications team at the College of the Holy Cross. For six years she worked as the media relations manager beside Kristine, and eventually took over the national media relations and communications program for her last three years on campus.
Cristal especially loved meeting with faculty, staff and students at Holy Cross—something she still enjoys doing with TVP Comms’ clients and their campuses. She likes traveling to new colleges and talking with the community to find out what truly makes the campus special, and then brainstorming new ideas and angles for how to best share their unique story.
She received her bachelor’s degree in communications from the University of Massachusetts Amherst. She resides in Massachusetts, with her husband, two children and dog. Cristal enjoys cooking, entertaining friends and family, and hitting the ski slopes.