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Jacqueline Crane

VP OF CORPORATE STRATEGY

As VP of Corporate Strategy, Jacqueline leads strategy and operations for XL PR, turning one-time PR engagements into multi-year partnerships and building operational infrastructure that keeps both clients and team members for the long haul. With a dual role in account management, her client retention rate is over 90%.

Before XL PR, Jacqueline spent six years at Relic+EKR, rising from Public Relations Specialist to EKR Team Director, where she ran the agency’s brand division and roughly half the company. She managed teams of up to 10 through a merger and major 2022 restructure with notably strong retention. Across her tenure, she oversaw PR and content for 28+ clients of various scopes, sizes, and brands. She sat on the firm’s executive team, shaping agency direction. She handled some of the agency’s most sensitive work, including crisis communications, litigation PR, and acquisition PR, and led company-wide initiatives implementing company-wide project management systems and processes.

Within XL PR’s financial services and public health niches, Jacqueline has worked with a wealth management company, Ronald McDonald House Charities’ Salt Lake chapter, St. George Surgical Center, and a funeral aftercare brand. She also has a unique specialty in tourism marketing.

Areas of Expertise

  • Operational Infrastructure & Project Management Systems
  • Strategic Planning
  • Content Creation & Copywriting
  • Social Media Strategy
  • Crisis Communications
  • Strategic Partnerships
  • Podcast Production Strategy
  • Health Communications & Wellness
  • Financial Literacy & Education
  • Litigation 
  • Mergers & Aquisitions
  • Tourism Marketing

Career Highlights

  • Named 2021 Young Professional of the Year by Utah’s PRSA chapter at the Golden Spike Awards
  • Co-host of the Influencer Marketing for Destinations podcast, winner of the 2022 w3 Silver Award and 2022 Communicator Award of Excellence
  • Led implementation of XL PR’s company-wide project management system, achieving near-total team adoption

Education & Certifications

  • Master of Business Administration, Utah Valley University
  • Bachelor of Arts (Communications, public relations specialization with minors in business and music), Brigham Young University
  • 12 professional certifications across PR writing, social media, media relations, influencer marketing, and Generative Engine Optimization (GEO)

In the News

Notable client placement campaigns Jacqueline has led include:

Utah “Cookie Wars” litigation PR campaign — Secured national and regional coverage in The Wall Street Journal, Deseret News, and Fox 13 News for a Utah-based cookie brand navigating high-profile trademark litigation.

All-female-built home for the Utah Valley Parade of Homes — Landed broadcast and national trade coverage in KUTV (CBS 2 Salt Lake) and NAHB Now (National Association of Home Builders), spotlighting an industry-first project for a home in the 2020 Utah Valley Parade of Homes (first parade in UT to be both in-person and virtual).

Outlets: The Wall Street Journal · Deseret News · Fox 13 News · KUTV (CBS 2 Salt Lake) · NAHB Now