About

Lori Croy, APR, Owner & Principal

Lori Croy is a communications professional with over 35 years of experience. She is an active and engaged private consultant serving many industries, including government, insurance, and education.

After recently retiring from her role as the communications director for the Missouri Department of Commerce and Insurance, Croy is now the owner and principal of Mentor PR, where she helps clients turn strategy into storytelling.

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Croy is passionate about data-driven communications and incorporates research into her work, as well as teaching and advocating for others to do the same. She believes that humor and empathy are her leadership superpowers and says being a great listener is key to a leader’s success. She often speaks on topics related to organizational change, the importance of words, trust, team building, and leadership.

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She has 25 years of experience in higher education and private consulting, and over 8 years of experience in state government communications leadership.

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 In addition to her professional roles, Lori is an award-winning children's book author, a frequent public speaker, and a food blogger. She holds an Accreditation in Public Relations (APR), is the immediate past-chair of the PRSA Public Affairs and Government Section, co-chair of the PRSA Governance Committee, was the 2021 PRSA Public Affairs and Government Lloyd B. Dennis Distinguished Leadership Award recipient, and is a Lean Six Sigma Green Belt. She is currently writing a management book with the working title “Management by Chocolate,” where she intends to share a variety of sweet advice for both new and experienced leaders who want to build highly functional teams.