As part of the Morning Lazziness series highlighting empowering women who are making a remarkable impact with their ideas, I had the pleasure of interviewing Cassandra Dowell.
Cassandra Dowell is the U.S. Managing Director of Americana Communications and founder of Dowell Communications. With a journalism background and more than a decade of experience in public relations, she focuses on elevating mission-driven brands working in complex, highly regulated industries, including cannabis, psychedelics, and sustainable tech.
She began her career as a journalist in Chicago, covering trade, policy, and human rights issues, and went on to earn awards for her reporting. That same curiosity and integrity now inform her media strategies, which have helped clients secure coverage in outlets like Reuters, Bloomberg, CNN, Crain’s, The New York Times, and Fortune.
Before joining Americana Communications, Cassandra served as CEO of CMW Media, where she led communications for multiple IPOs and public companies. She also held the role of VP of Communications at Revolution Enterprises, one of the first licensed cannabis operators in Illinois.
As U.S. Managing Director at Americana, she’s known for making complicated ideas easy to understand and crafting stories that help shift public perception.
In this candid conversation, Cassandra shares her journey, insights, and the strategies that have helped her build a results-driven business and empower other entrepreneurs to do the same.
What inspired you to start your own PR agency, and how did you get your first client?
In journalism, we often joke that moving into PR means joining the “dark side,” but for me, it was a natural evolution fueled by my passion for drug policy and social justice. When Illinois legalized medical cannabis in 2013, I was reporting on the movement and later worked alongside the CEO of one of the state’s first licensed operators, helping educate the public about cannabis and its therapeutic uses through news stations across the state. This experience gave me a deep appreciation for the unique challenges and opportunities companies face in newly regulated and largely uncharted markets.
I recognized that strategic communications could play a crucial role in shaping public perception and helping mission-driven brands navigate complex legal landscapes. That insight inspired me to fully pursue public relations, leading me to join CMW Media in California, a specialized PR agency where I applied my journalism skills and industry knowledge to help entrepreneurs and brands tell their stories authentically and effectively. I later founded Dowell Communications in 2024 to further focus on strategic communications for mission-driven brands.
Fast forward to today, I’m proud to work with Americana Communications founder Nicole Farah, supporting an international team that delivers cross-border media strategies and builds brand awareness for clients entering new markets globally.
What unique challenges have you faced as a woman entrepreneur in the PR world, and how did you overcome them?
There’s a persistent assumption that women in PR are best suited for roles where the plan has already been mapped out behind closed doors. The idea is that we’re there to show up and work a room, but not necessarily shape strategy.
I’ll never forget a client once telling me, “What’s good is that you’re pretty, but not model pretty.” Like, what?!
What’s helped me challenge that narrative is being surrounded by incredible mentors and colleagues who have created space for me to have a seat at the table as decisions are being made. It’s like any other stereotype people face in their careers – you learn to face it directly and let your results speak for themselves.
How do you stay ahead of trends in an industry that’s constantly evolving with media and technology?
Staying ahead in such a fast-evolving industry means committing to continuous learning and staying deeply curious. I prioritize diverse sources, such as journalist newsletters, niche outlets, global conferences, and local networking events. I also nurture close relationships with media professionals to get insight on the emerging trends and shifts they’re tracking.
I love trying new tools and storytelling formats. Lately, I’m learning more about how publicists can shape Generative Engine Optimization (GEO), an AI-driven approach, to boost company visibility through strategic press releases. And just when people started to argue that the traditional press release was dead.
What’s your go-to strategy for building strong, lasting relationships with clients and the press?
My go-to strategy is rooted in genuine listening and consistent communication. I make it a priority to understand each client’s unique goals and potential obstacles so I can tailor my approach specifically to them.
With the press, I focus on knowing their beats, offering timely, relevant stories, and respecting their time and deadlines. Ultimately, strong relationships come from professionalism and showing genuine care in helping everyone get the information and exposure they’re seeking.
Which platforms or tactics have been most effective for growing your own brand visibility?
Personally, I’ve always preferred working behind the scenes, letting the experts relay their truths in their own voice. That approach likely comes from my print journalism background. Putting myself out there more has been an adjustment, but I’ve found great success through networking events, especially with the Cannabis Chamber of Commerce. Sometimes, there’s no substitute for real conversation and shaking hands!
I’m also a member of the National Cannabis Industry Association’s Marketing and Advertising Committee (MAC). It’s a great honor to work alongside a diverse group of professionals who are passionate about sharing their craft for the betterment of the industry.
What role has mentorship played in your journey, and how do you pay it forward to others in the industry?
Mentorship has shown up in many forms for me – sometimes through hours spent brainstorming ideas and tactics that ultimately land that front-page headline; other times, it’s simply having a colleague who lifts you up on a tough news day (if you know, you know).
Supporting communities, especially minorities and those heavily stigmatized or criminalized for cannabis use, is essential. As a publicist, I pay it forward by helping brands and entrepreneurs share their stories and highlight injustices, not only for those directly affected by the War on Drugs but also for crucial voices that might otherwise go unheard.
How do you handle high-pressure situations or crises, whether for a client or your own business?
One phrase: crisis communications. In an already fast-paced environment – often contentious with misaligned regulators, loud with large-scale investments, and rife with whispers of global M&As – you have to be ready for anything. Defining a company’s values and developing a strong brand voice early on can make all the difference when the sky starts to fall. There’s always more than one way to evaluate and explain a situation, so staying objective is key to spotting the communication gap and addressing it head on.
I’ve also learned not to underestimate the power of your network. In high-stress moments, leaning on those you trust for insight or support is invaluable.
What’s one piece of advice you’d give to women entering the PR or communications industry today?
My advice for women is really no different than for anyone else: own your strengths, delegate what you dislike (or aren’t great at) to those who thrive in that area, and don’t be afraid to fail.
What are the 5 things you believe are essential to overcome self-doubt and build confidence in this field?
- Go ahead, create that self congratulatory post about your recent client hit. Learning to celebrate your wins helps reinforce your value and shows others what you’re capable of.
- Stay curious about your pitches’ ability to hook reporters. Just because an idea doesn’t work once doesn’t mean it’s a bad one. Sometimes it just needs refinement to effectively communicate your vision and pique interest.
- Do the things that make you uncomfortable. Maybe that’s celebrating your wins (ahem, suggestion No. 1) or joining a new professional network. The more comfortable you become talking about yourself and your work, the more confident you’ll become.
- Network both online and in person, and be consistent. Believe it or not, the more people can count on you, the more confident you’ll become.
- Volunteer and teach others. Passing along your skills sharpens your own and helps you identify the roles and values within PR that resonate most with you.
Is there a quote, mantra, or philosophy that guides your decision-making and leadership as a public relations entrepreneur?
I thrive and feel most engaged when I’m aligned with a people-first philosophy. Life’s too short to represent people you don’t respect. I’m grateful to be able to work with brands I’d stand behind, and founders I’d stand beside.
Ok, we are nearly done. You are a person of great influence. If you could inspire a movement that would bring the most amount of good for the greatest number of people, what would that be? You never know what your idea can trigger.
I’d focus attention on a movement that’s very much alive yet too often overlooked as more states and countries pass sensible drug laws. This movement advocates for people who remain unjustly incarcerated for nonviolent drug offenses. Many organizations are working hard to tackle these inequities, including the nonprofit Last Prisoner Project.
Sentencing reform and sensible drug policies do more than reduce incarceration and challenge the prison industrial complex; they help heal communities fractured by unjust laws, reduce violence, and promote safer, more stable environments for families and children.
How can our readers further follow your work online?
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Connect with me on LinkedIn.
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