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Member Spotlight: Shannon Munier

In this month's member spotlight, we're pleased to feature Shannon Munier, Director At-Large/Young Professionals on the PRSA Rochester Board of Directors. When not volunteering her time with PRSA Rochester, Shannon serves as the Public Relations Account Executive at Tipping Point Communications. Let's learn more about her in the interview below.

Tell us about your current role as a Public Relations Account Executive at Tipping Point Communications. 

My day-to-day role involves managing the day-to-day operations of Tipping Point’s PR-focused accounts and working with them to execute strategic public relations campaigns. I craft messaging, work on social media, and coordinate all media relations to drive visibility and elevate my clients’ reputations.

Can you share a meaningful internship or volunteer experience that helped you grow professionally?

I was a First Generation Scholar at St. John Fisher University until I graduated in 2022, which is a scholarship program for students who are the first in their families to attend college. The largest component of the program was community engagement and leadership development, where I got to work with numerous local organizations and learn more about our city. It was a great way to learn how to identify and communicate key messaging.

Why did you become a member of PRSA Rochester?

I became a member because I served as the student liaison on the PR YP Committee in college and absolutely loved the supportive nature of PRSA Rochester. I wanted to become more involved with the group and learn more from the other fantastic members.

You’re currently the director of the young professionals committee. What are some of the biggest challenges young professionals face in the PR industry today, and how is the committee working to address them?

A large challenge I see often is dealing with the saturation of the industry, especially in a smaller market like Rochester. It can be difficult to get in front of journalists in a way that allows for meaningful connections to be made, and I believe that the digital age makes that harder in many ways. We are combating that within the committee by focusing on networking events that open up conversations with other PR professionals and local media. It’s important to carve out that time to build relationships! 

What’s the best piece of advice you’ve ever received?

That no one has it all figured out. It’s okay to feel like you don’t know everything, because realistically, you never will. It’s important to think of challenges as an opportunity to keep learning.

What do you love most about working in PR?

I love how versatile the work is and how many people I get to meet regularly. My day is never boring! 

Is there a soundtrack or piece of music that inspires you when you work? If so, what would that be?

Anything Bossa Nova or Taylor Swift (quite a range, I know)! 

What’s your favorite way to unwind after a busy day?

I enjoy studying languages, reading thriller books, and spending time with my fiancé, going on walks and visiting wineries.