A Q&A with Fulbright College Alumnus Dustin Cranor

Dustin Cranor 
2005 Graduate and Dual Major in Political Science and Communications,
Senior Director of Communications at Oceana

In this conversation, Cranor talks about seeing the ocean for the first time and his passion for ocean conservation, how his experiences at the U of A led him to a fulfilling career, his love for helping students succeed, and the joy he and his husband have for donating their time and resources to inclusive causes that help children and families.

Q: Can you tell us a little about your career, what you studied in college, and how the two relate to one another?

Graduating from the University of Arkansas in 2005, I received dual degrees in political science and communications. My educational background and experience at the U of A provided me with a great foundation for the work I do today because I create compelling communications for Oceana’s campaigns, which target decision-makers to influence or create policies that will better protect our oceans.

I began my communications career at TheWadeGroup, a boutique public affairs firm in the nation’s capital. While I started off answering phones, taking notes and running errands, I was quick to take on additional roles, and within two years was developing and executing strategic communications campaigns for numerous clients, including the American Gaming Association, The National Center for Responsible Gaming and Reed Exhibitions.

But one client stood out to me because of the positive change I could help achieve: Oceana, the largest international advocacy organization dedicated solely to ocean conservation. After several months of working on their accounts, Oceana encouraged me to apply for a new position to provide communications strategy and support to help its U.S. campaigns achieve their goals.

Since joining Oceana as communications manager in 2007, I have helped to increase the organization’s annual media coverage by more than 450 percent. My successful eleven-year track record has contributed to Oceana’s current position as a leader in the conservation community, earning widespread credibility and brand recognition from the media, lawmakers, other organizations and the public.

Today, I manage a team of five and oversee all communications for Oceana’s U.S. campaigns as senior communications director, including the organization’s efforts to stop seafood fraud and illegal fishing; stop the expansion of dirty and dangerous offshore drilling activities; and promote responsible fishing, helping to protect sharks, sea turtles and corals.

I also lead communications strategy for Oceana’s new defense campaign aimed at protecting key environmental laws from attacks, including overseeing joint communications initiatives with numerous organizations to protect these vital laws. In addition to securing notable media attention for these campaigns, I orchestrate events worldwide, and provide media training and support for Oceana spokespeople, including executives, scientists and celebrity advocates such as Ted Danson.

Q: What has been one of the most interesting or exciting accomplishments for you in your career or life post-college?  

A highlight of my career includes spearheading one of Oceana’s largest undertakings: the award-winning, international product launch in 2016 of Global Fishing Watch – the result of a strategic and powerful partnership between Oceana, SkyTruth and Google to create the first global view of commercial fishing activity.

Knowing that commercial fishing activities are not often the reason for international fanfare, I identified high-impact strategies for launching the new technology product to the world in less than six months, with a small staff of three and a limited budget.

The multifaceted campaign was a huge success and surpassed each objective; results included engagement at a high-profile strategic event from government leaders and celebrities; generating 213 unique news stories (including in The New York Times and The Washington Post) and over 1,500 total media hits in 75 countries and in 21 languages; and in four weeks earning 8.3 million in advertising impressions, and 93,000 website views and 20,000 registered technology users.

Q: What was one of your favorite memories of your time at the college and why?

I likely had a very similar college experience to many. I went to school full-time and worked 40 hours a week to help pay for it. I vividly remember the long hours spent in Old Main and Kimpel Hall, and calling the Hogs at home football games.

But coming from land-locked Kansas, one of my favorite memories from my time at college was during a spring break trip, at age 20, when I saw the ocean for the first time.

What I didn’t know at the time however, was how that trip to Miami, Florida would change my life forever. The experience was so moving that I decided to dedicate my professional life to advocating for the oceans.

Q: Now that you’ve achieved so much in your career, what advice would you give to students?

My advice is to go above and beyond in everything you do: exceed expectations and do more than you are asked. Others will take notice and trust you to take on more responsibility and larger projects. You will go far with this work ethic.

Other quick tips:

• The devil is in the details. Take everything seriously, including emails.
• Never say no. Take every opportunity and never limit yourself.
• No task is too small. And every small task should be done with intent.
• Work, like life, is all about relationships. Build them, and then nurture them.
• Learn to juggle, it is critical.
• Practice makes perfect. Very rarely do we succeed at first attempt.
• Learn as much as you can from others, including your competition.
• Pick your battles. Not all fights are worth fighting.
• Do not take yourself too seriously. Humility is key and having fun is vital.

Q: What do you like to do during your time outside of work?

My husband Ronnie Pryor and I live in Wilton Manors, Florida and own two locations of Source Salon, an Aveda concept salon.

When we are not working, we regularly donate our time and resources to causes like The Pride Center at Equality Park, which provides an inclusive home for south Florida’s LGBTQ community, and Kids in Distress, a group that safeguards children from abuse and neglect.

We are also avid outdoorsmen and travelers, who enjoy boating with our two rescue dogs and hiking the Appalachian Trail.

I still find time for my love of horses and cherish visits with my family, including my nieces and nephew. In 2016, my 11-year old niece joined me on Capitol Hill, along with other children, to call for sea turtle protections!  

Q: What’s up next on the horizon for you?

I’m currently working toward my Accreditation in Public Relations.

I’m also working with my colleagues to prepare for the formal launch of Oceana’s new campaign to reduce the production of single-use plastic at the source. Recycling simply is not enough to solve the plastics crisis and Oceana’s proven campaign approach will play a vital role in encouraging companies to do more. 

Q: Is there anything else you’d like to add or let readers know?

I love sharing industry knowledge and lessons learned with others, whether through meetups or collaborations with other environmental NGO professionals or training junior staff at Oceana.

In fact, I remain in contact with U of A’s Dr. Myria Allen to this day. I connect with one of her classes yearly to provide career advice and communications insights.

My colleagues and I are currently working to end the trade of shark fins in the U.S. In July, I had the pleasure of working with actress and activist Diane Lane to urge members of Congress to pass the Shark Fin Sales Elimination Act.

Students and faculty can help! Learn more by visiting oceana.org/takeaction.