Interview

Recognized in 2020 as one of the world’s Top 30 Business Thought Leaders to Follow by ClearPoint Strategies, Cheryl’s impact is undeniable. In our exclusive interview, Cheryl opens up about her journey, daily routines, and career-defining moments.

Q: When did you know you wanted to do public relations as a career? 

Cheryl Snapp Conner: Interestingly, I found my path to PR by chance. After graduating college with an English minor, I began as a writer for Novell, a technology company. Within 90 days, I was promoted to PR manager as the company embarked on an era of massive growth. It was during this exhilarating period that I realized PR was my calling.

Q: How did you start your journey in the PR world?

Cheryl Snapp Conner: My entry into PR was rooted in strategic writing. I became the go-to person for complex communications issues, handling everything from policy changes to competitive messaging. My goal was always to be clear, and respectful, and avoid empty hype. This foundation laid the groundwork for what would later become SnappConner PR.

Q: Can you describe a typical day in your life? 

Cheryl Snapp Conner: I start my day with an OrangeTheory workout—an hour of focused exercise where I can disconnect from client calls and truly push myself. This sets an energized tone for my day. Following that, I dive into a mix of client meetings and company strategy sessions. Every day is different but always action-packed. Evenings might find me finalizing client work at home, though I do strive to maintain a healthy work-life balance. My role often includes a significant amount of travel as well.

Q: What has been the most inspirational experience of your career?

Cheryl Snapp Conner: I’ve been fortunate to witness countless inspiring moments, but one that stands out is helping companies and leaders communicate so effectively that they transform their trajectory. Whether it’s guiding a startup to find its voice or steering a brand through crisis management, those moments of breakthrough—where words shift perception and spark growth—are what I find most rewarding.

Q: What has been a career-defining challenge you’ve faced, and how did you overcome it?

Cheryl Snapp Conner: One of the significant challenges was launching SnappConner PR in 2007, just before the global economic downturn. Navigating a new business through uncertain financial times tested my resolve and strategy. The key was maintaining a clear vision and fostering genuine relationships. Through resilience and adaptability, we not only survived but grew stronger, establishing ourselves as a trusted name in PR.

“Through resilience and adaptability, we not only survived but grew stronger, establishing ourselves as a trusted name in PR.”

Q: Can you share more about your work with Content University™?

Cheryl Snapp Conner: Content University™ is an initiative I started to teach businesses and individuals the principles of effective content creation and communication. It empowers professionals to tell their stories authentically and strategically, which is a core belief of mine—that well-crafted content can be transformative.

Q: What sets SnappConner PR apart from other agencies?

Cheryl Snapp Conner: At SnappConner PR, we focus on authenticity and value-driven strategies. We prioritize understanding our client’s unique stories and tailoring approaches that go beyond traditional PR methods. This means integrating thought leadership and meaningful content into everything we do.

“At SnappConner PR, we focus on authenticity and value-driven strategies. We prioritize understanding our client’s unique stories and tailoring approaches that go beyond traditional PR methods.”

Q: How do you maintain a work-life balance while leading a successful PR firm?

Cheryl Snapp Conner: I am deeply committed to work-life balance. I start with an energizing workout and ensure there are moments in the day for family and personal time. While my schedule involves plenty of travel and client engagements, I believe in setting boundaries and carving out space to recharge and stay inspired.

Q: What advice would you give to young professionals starting their careers in PR?

Cheryl Snapp Conner: Always stay curious and adaptable. The field of PR is ever-changing, and those who thrive are the ones who continuously learn and adjust. Building strong relationships, honing your storytelling skills, and leading with integrity will set you apart.