Crystal L. Rockwood is CEO of Rockwood Communications Counsel, Inc. As RCC’s chief strategist with over 25 years of professional experience, she is in demand as an accomplished, veteran message strategist with a phenomenal track record of success solving some of the industry’s most vexing and complex communication challenges. RCC clients include manufacturers, associations, non-profits, governmental agencies, law and accounting firms, schools, celebrities, elected officials, doctors, bankers, athletes, sports medical facilities, financial institutions, churches and start-ups.
Prior to forming RCC in 2006, Ms. Rockwood was the Director of Communications at Pillsbury Winthrop Shaw Pittman LLP reporting directly to the Chairperson and Managing Partner. Ms. Rockwood served the 140 year-old global legal powerhouse for six years and launched numerous publicity campaigns for milestone events such as the M&A transactions which expanded Pillsbury from 7 offices when she began her service to 16 offices worldwide.
Prior to Pillsbury, Ms. Rockwood was the Senior Advisor for Press and Public Affairs to the Mayor of Oakland serving as press secretary and later spokesperson for both the Mayor and the city. Ms. Rockwood managed media engagements, press conferences, civic anniversaries, dedications, visits with the President and members of his Cabinet, governors, senators, and other elected dignitaries and VIPs.
Her diplomacy skills in transitioning Oakland’s then well-known hostile media to neutral ground caught the attention of the Chief of Staff for the Secretary of Commerce. She was offered but declined four media advance positions in the Secretary of Commerce Department, electing to stay on the West Coast.
Ms. Rockwood’s crisis communication skills were forged by economic emergencies, strikes, crime and natural disasters. Additionally, she was trained in city-crisis response and was trained and certified through the Federal Emergency Management Agency Institute in Advanced Public Information for Crisis Management. Ms. Rockwood also served as a communications advisor on the California State Seismic Safety Commission’s Tsunami Risk to California Committee which prepared reports for the Governor and the legislature.
Having worked as a freelance journalist and interned at a CBS affiliate station, Ms. Rockwood intuitively understands media pressure and deadlines. She has worked on countless stories (positive and negative) with the Associated Press, Reuters, Bloomberg, CNN, ABC, CBS, NBC, NPR, The Wall Street Journal, The New York Times, San Francisco Chronicle, Sacramento Bee, The San Diego Union, Los Angeles Times and numerous local television, radio, print, online and industry-specific media outlets.
Ms. Rockwood has trained business owners, board members, elected officials, CEOs, doctors, attorneys, police and fire personnel, teachers, celebrities, athletes, and reception/administrative staff in all aspects of media relations. At Pillsbury, she personally conducted media training for partners, associates, management and frontline staff across offices in California, New York, Washington DC, Houston and London. In her final year, Ms Rockwood more than quadrupled the firm’s publicity coverage.
Ms. Rockwood earned her BA degree in Journalism with a minor in Public Relations. She is conversant in Italian, enjoys Taiko drumming and providing hospitality.
- Italian American Lawyers of Orange County (non-attorney member)
- Orange County Bar Association, Labor & Employment Section (non-attorney member)
California Seismic Safety Commission; Tsunami Risk to California Committee
City of Oakland, Emergency Disaster Training
Federal Emergency Management Institute, Advanced Crisis Public Information Training
Emily Post Institute, Trainer, Business Etiquette
Law Firm Marketing Leaders: “Crisis Communications”
The California Lawyer
The Daily Journal
Orange County Bar Journal Magazine
Media Training & Crisis PR
Business Relational Capital Building
Advanced Cleanup Technologies
Atkinson Andelson Loya Rudd & Romo
American Marketing Association
Appalachian State University
California State University, Dominguez Hills
California State University Fullerton
City of Placentia
Direct mail company
Human Resources Independent Consultants
Legal Marketing Association
Managing partner association
Multiple law firms
Provisors - OC, IE
Women Presidents Organization
Association of Corporate Growth
Association of Legal Administrators
CPRX Physical Therapy
First American Title
Irvine Valley College
Orange County Bar Association
Print Industry Assoc. of Southern California
Provisors OC, LA
Prudential California Realty
Snell & Wilmer
Young Leadership Organization