From Temple to W&W: Aliya Crawford on 35 Years of Entertainment PR, Building Legendary Brands & Breaking Barriers: My Friends Are Better Than Yours
bigced
2026-01-25
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From Temple to W&W: Aaliyah Crawford on 35 Years of Entertainment PR, Building Legendary Brands & Breaking Barriers
Join BIG CED of The Industry Cosign as he sits down with Aaliyah Crawford, Senior Vice President at W&W Public Relations and newly elected Vice President of the Recording Academy's Philadelphia Chapter. In this candid conversation, Aaliyah shares her journey from Temple University film student to representing icons like Janet Jackson, Alicia Keys, and Patti LaBelle.
Discover the realities of entertainment PR, from managing client expectations to navigating social media's double-edged sword. Aaliyah opens up about the legacy of W&W founder Patti Webster, the importance of authentic brand building, and what it takes to succeed in an industry where rejection is constant. She also discusses launching her new podcast, "Team AC with Aaliyah Crawford," and becoming the first professional member to serve as VP in her Recording Academy chapter.
Whether you're an aspiring publicist, entrepreneur, or just curious about what happens behind the scenes in entertainment, this episode offers invaluable insights from someone who's been doing the work for decades.
Timestamps:
0:00 - Introduction & Welcome
1:03 - Aaliyah Crawford Introduces Herself
2:26 - How Aaliyah Got Into Publicity
3:11 - Early Interest in Entertainment & Education at Temple University
4:49 - Entry into W&W Public Relations
6:02 - The Legacy of W&W (Founded 1991)
6:49 - Remembering Patti Webster
8:02 - Patti's Impact on Industry Relationships
10:04 - The Importance of Professional Courtesy in PR
11:39 - Managing Inbox Overload & Following Up
13:04 - Dealing with Rejection as a Publicist
14:43 - Creating Effective PR Strategies
15:29 - Managing Client Expectations
20:11 - W&W's Impressive Client Roster
22:15 - What Makes a Good Client Fit
24:00 - Different PR Specialties & Finding Your Wheelhouse
26:03 - When Artists Aren't Ready for PR
28:15 - Average Campaign Length & Timeline
30:03 - What Makes a Successful Brand
31:39 - Navigating Social Media as a PR Tool
32:43 - Social Media: Gift and Curse
34:39 - Social Media vs. Traditional PR
36:47 - Recording Academy Vice President Announcement
37:08 - Breaking Barriers: First Professional Member VP
40:09 - Launching "Team AC with Aaliyah Crawford" Podcast
41:02 - The Creator Economy & Podcast Opportunities
43:01 - Going Viral: The Sign to Start Podcasting
45:46 - Authenticity in Content Creation
47:08 - The Importance of Public-Facing Business Leaders
48:48 - Minority & Female-Owned Business Representation
49:18 - Connect with Aaliyah & W&W
50:55 - Closing Remarks
Connect with Aaliyah Crawford:
Instagram: @aaliyahcrawford
W&W PR Instagram: @wwrelations
Website: w-wpr.com
Podcast: Team AC with Aaliyah Crawford (YouTube)
Connect with BIG CED:
https://www.youtube.com/@bigced328?sub_confirmation=1
https://www.instagram.com/bigced328/
https://www.facebook.com/bigced328
https://x.com/bigced
https://bsky.app/profile/bigced328.bsky
Join BIG CED of The Industry Cosign as he sits down with Aaliyah Crawford, Senior Vice President at W&W Public Relations and newly elected Vice President of the Recording Academy's Philadelphia Chapter. In this candid conversation, Aaliyah shares her journey from Temple University film student to representing icons like Janet Jackson, Alicia Keys, and Patti LaBelle.
Discover the realities of entertainment PR, from managing client expectations to navigating social media's double-edged sword. Aaliyah opens up about the legacy of W&W founder Patti Webster, the importance of authentic brand building, and what it takes to succeed in an industry where rejection is constant. She also discusses launching her new podcast, "Team AC with Aaliyah Crawford," and becoming the first professional member to serve as VP in her Recording Academy chapter.
Whether you're an aspiring publicist, entrepreneur, or just curious about what happens behind the scenes in entertainment, this episode offers invaluable insights from someone who's been doing the work for decades.
Timestamps:
0:00 - Introduction & Welcome
1:03 - Aaliyah Crawford Introduces Herself
2:26 - How Aaliyah Got Into Publicity
3:11 - Early Interest in Entertainment & Education at Temple University
4:49 - Entry into W&W Public Relations
6:02 - The Legacy of W&W (Founded 1991)
6:49 - Remembering Patti Webster
8:02 - Patti's Impact on Industry Relationships
10:04 - The Importance of Professional Courtesy in PR
11:39 - Managing Inbox Overload & Following Up
13:04 - Dealing with Rejection as a Publicist
14:43 - Creating Effective PR Strategies
15:29 - Managing Client Expectations
20:11 - W&W's Impressive Client Roster
22:15 - What Makes a Good Client Fit
24:00 - Different PR Specialties & Finding Your Wheelhouse
26:03 - When Artists Aren't Ready for PR
28:15 - Average Campaign Length & Timeline
30:03 - What Makes a Successful Brand
31:39 - Navigating Social Media as a PR Tool
32:43 - Social Media: Gift and Curse
34:39 - Social Media vs. Traditional PR
36:47 - Recording Academy Vice President Announcement
37:08 - Breaking Barriers: First Professional Member VP
40:09 - Launching "Team AC with Aaliyah Crawford" Podcast
41:02 - The Creator Economy & Podcast Opportunities
43:01 - Going Viral: The Sign to Start Podcasting
45:46 - Authenticity in Content Creation
47:08 - The Importance of Public-Facing Business Leaders
48:48 - Minority & Female-Owned Business Representation
49:18 - Connect with Aaliyah & W&W
50:55 - Closing Remarks
Connect with Aaliyah Crawford:
Instagram: @aaliyahcrawford
W&W PR Instagram: @wwrelations
Website: w-wpr.com
Podcast: Team AC with Aaliyah Crawford (YouTube)
Connect with BIG CED:
https://www.youtube.com/@bigced328?sub_confirmation=1
https://www.instagram.com/bigced328/
https://www.facebook.com/bigced328
https://x.com/bigced
https://bsky.app/profile/bigced328.bsky
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