Capitol Communicators: Profile of Sheila Brooks, Ph.D. Founder, President and CEO, SRB Communications

Capitol Communicators is a profile series spotlighting the people shaping the present
and future of advertising, digital, marketing and public relations in the Mid-Atlantic.
This profile features Sheila Brooks, Ph.D.

Sheila Brooks has been inducted into multiple Halls of Fame and even had an award named after her. And while she has already achieved “legendary” status in our industry, she says her story is still being written. Her awards include being inducted in the PRSA National Capital Chapter’s Hall of Fame in 2025; the National Association of Black Journalists’ Hall of Fame; and the Capital Region Minority Supplier Development Council’s Hall of Fame, among others. The Washington Association of Black Journalists created a Dr. Sheila Brooks Community Impact Award to recognize business leaders for community service. Her firm, SRB Communications, turns 36 this year. You’d think she’d have a room dedicated to all the awards she’s received over her career; yet she says the space she prefers is where her family is – and the one she created for her collection of Black Barbie Dolls. In case you’re not familiar, Barbie debuted in 1959; it was a decade later before she gained a Black friend, Christie, and more than two decades later before the first Black Barbie appeared. These dolls were so successful, they challenged industry norms and created opportunities for future diverse dolls. It’s easy to see why Dr. Brooks would cherish such a collection.

Please tell us about yourself.

Our experiences define who we are. As an experienced television news journalist, I started and grew a boutique marketing, advertising and PR agency in downtown Washington, D.C.

Storytelling remains at the heart of our work. Over the years, that perspective has shaped my approach to building a small business that not only drives results for clients but also creates opportunity – employing hundreds of communications professionals over the years and contributing to the broader economic vitality of our community. My work as a media, marketing, brand advertising, and communications strategist has centered on helping energy and utility companies, public health agencies, colleges and universities, government agencies and national nonprofit organizations clarify their voices, strengthen their brands, and engage meaningfully with their audiences.

I have also maintained a strong commitment to developing and mentoring the next generation of journalists, communicators and entrepreneurs. Throughout my career, I have taught journalism and marketing courses and returned to academia to complete Masters and Ph.D. programs at the Cathy Hughes School of Communications at Howard University.

In my day-to-day role, I continue to lead from the front – serving as what I call “rainmaker” and “closer” at SRB Communications. That means identifying new business opportunities, building strategic partnerships, and cultivating relationships that sustain long-term growth.

What are the things you are most proud of?

Without question, I am most proud of my family. My husband built an extraordinary career in newspaper journalism, spanning more than five decades. He retired 10 years ago as Deputy Managing Editor of the Money section at USA TODAY.  He continues to write for national digital and print publications and lends his expertise as a ghostwriter, writing books for finance and business C-suite executives, as well as academics. I’m equally proud of my son, Andre Brooks, who is making his own mark in the media world, as a senior producer for ABC News. Their passion, dedication, and impact inspire me every day!

I’m blessed with aa close-knit circle of cousins who have raised a dozen incredibly talented and brilliant children – all of whom lovingly call me “Dr. Auntie Sheila.” I proudly think of them as my nephew and nieces, and I love them to pieces.

What does it mean to you to be inducted into the PRSA Hall of Fame? What do you want people to know about the road that led you to this honor?

I draw inspiration from the legacy of pioneering feminists and civil rights leaders such as Ida B. Wells, Sojourner Truth, Susan B. Anthony, and Gloria Steinem – women whose unwavering courage and conviction reshaped society. Their spirits closely reflect that of my mother, whose strength and determination profoundly influenced my perspective and life’s journey. Like these trailblazers, they embodied resilience, grit, and an unrelenting commitment to advancing equity and opportunity, leaving a lasting impact that continues to inspire my work today.

 I grew up in Kansas City, Missouri, during the height of the Civil Rights movement – a time of profound change and undeniable tension. Raised in a low-income inner-city neighborhood, my sister and I were bused across town for a chance at a better education. While the world around us wrestled with unrest, crime, rioting and uncertainty, my mother did everything in her power to shield us and keep our focus on possibility.

Those early years taught me something I carry to this day: within pain lies power.

I discovered mine through storytelling. At just five years old, I was captivated by the evening news on TV – watching, listening, and learning alongside my mother and sister. I devoured newspapers, especially the weekly Black newspapers, absorbing every word I could. I wrote poetry, explored ideas, and eventually found my place writing for my high school newspaper. That spark became a calling.

Journalism school followed, opening the door to a career in TV newsrooms across the country. The curiosity, discipline, and passion that inspired me all began in those formative years – shaping not only my career path, but my purpose in life. Those early years instilled the resilience, determination, and faith that define who I am today. I was driven to succeed.

And I’m still telling stories. Only now, I help brands, organizations, and leaders find their voice – through media, communications, PR, marketing and brand advertising, outreach and engagement campaigns that connect, inspire, and move people to action because powerful stories don’t just inform – they transform. At its core, the role is about telling the stories that shape communities and give voice to the people and businesses within them.

That mission feels especially urgent now. In an era marked by economic uncertainty and shifting political dynamics, small businesses and media and communications professionals who support them are navigating an increasingly complex landscape. Rather than retreat, we as women and women who come from a strong cultural awareness, must advocate for leaning in. Too often, we tell everyone else’s stories and forget to document our own.

A key part of my story is mentorship – passing along knowledge, insights, and hard-earned lessons to the next generation of storytellers. Each one must teach one. That’s how we strengthen our profession and help build a better future.

For me, the story is still being written. I intend to make sure it’s one worth telling.

What are the most significant trends you see happening/coming in the communications industry in 2026? How are you dealing with it?

In 2026, AI-driven content is rapidly moving toward real-time engagement and journey-driven experiences. It’s being used to predict customer behavior and drive content across platforms and channels, especially videos.  As communications, marketing and public relations professionals, we must learn to use AI tools that assist us to improve efficiency in our small businesses. AI is everywhere and often can erode credibility. It is imperative that as communicators we know how AI is being used, governed and explained in our industry so we can coordinate these tools’ efficiency across agency teams.

Who do you most admire?

I have to say my mother was the most influential person in my life. She was a divorced parent who worked two full-time jobs from the time was three and my sister was a year old, growing up in a low-income neighborhood in the inner city of Kansas City, Missouri. She taught us early that to overcome insurmountable odds, you must have a clear vision and purpose in life. Her strong work ethic, courage and perseverance – her vision to give us a strong academic and religious background – gives me the strength every day to be the best that I can be.

What professional advice do you have for others?

Choose a way of thinking for yourself – a way of thinking that assures long-term wealth and prosperity. Stand firm in your principles, be intentional about the career journey you choose, and you will achieve your goals. Give selflessly to your community and others. Your commitment to helping others should be as strong as your commitment to succeed.

Are you involved in any professional organizations and do you find them to be valuable? Why?

Throughout my career, I’ve been a dedicated advocate for small businesses, serving on numerous national, regional and local nonprofit and university boards. Most notably, as Vice President on the Board of Directors for the Federal City Council and advisory board member for the Jim Vance Media Program at Archbishop Carroll High School. I also serve as Board Chair of the President’s Club of DC, an organization of 10 legacy entrepreneurs – collectively with assets of more than $3 billion. In previous years, I served as Chair of the Board of Visitors and a board member for Morgan State University’s Global School of Journalism and Communications.

Professional organizations have played a defining role in my growth as a leader. My involvement with the National Association of Black Journalists (NABJ) has been especially impactful, helping me advance across both television and newspaper, while building lasting relationships with some of the most respected voices in journalism. Beyond professional development, it’s also where I’ve formed some of my closest friendships, connections that extend well beyond the organization.

Together, these experiences have allowed me to give back, stay connected, and help shape the next generation of leaders while continuing to grow alongside an ever-evolving industry.

What are the social media/media tools and platforms that you find most valuable now and expect to use in 2026?

The platforms I find most valuable right now are the ones that allow us to combine storytelling, analytics and audience engagement in one place. LinkedIn continues to be essential for professional thought leadership, especially for executives and organizations that want to shape conversations in their industry. Short-form video platforms such as TikTok, Instagram Reels and YouTube Shorts are also incredibly powerful because they allow complex ideas to be communicated quickly and visually. From a tools standpoint, platforms like Meltwater and other social listening systems are critical because they allow us to monitor media coverage, track sentiment and understand how conversations are evolving in real time. Analytics and scheduling tools such as Buffer and platform-native insights are also important because they help translate engagement data into strategy rather than just vanity metrics.

Looking ahead, I expect the most valuable tools will be the ones that integrate AI with audience intelligence and predictive analytics. Communication professionals will rely more on platforms that help identify trends early, personalize content for different audiences, and measure impact beyond simple engagement numbers. Generative AI tools will also continue to support content development, brainstorming and research, but the real value will come from combining those capabilities with human insight and strategic storytelling. The future of social media and media strategy will not just be about posting content; it will be about understanding audiences, responding to conversations in real time and using data to drive smarter, more meaningful communication.

What keeps you up at night? And what brings you the most joy during the day?

Like many business owners, what keeps me up at night is the constant drive to keep everything moving forward – managing cash flow, finding and hiring the right people, and making sure the team is supported and thriving. On a larger scale, I worry about the nation’s economy and how a potential downturn will affect my business and all small and Black-owned business in the region and in the nation.

What brings me the most joy during the day is serving others. Whether it’s finding solutions for clients, supporting my team, or making a positive impact in someone’s experience, that sense of service is what keeps me grounded in faith, which makes it all worthwhile.

What’s the coolest thing you’ve ever done?

One of the coolest things about me? Over the years I have accumulated a collection of nearly 200 Black Barbie dolls. It’s truly a sight to behold. All preserved in their original boxes, the collection celebrates powerful role models and cultural icons, from Ida B. Wells and Katherine Johnson to trailblazers like Bessie Coleman, Diana Ross, Diahann Carroll and so many others. It also features Disney-inspired favorites like Princess Tiana, alongside historic pieces such as the first Black Barbie released in 1979 and its 40th Anniversary edition.

The dolls are displayed in a dedicated room, creating an experience that my friends tell me you must see to believe.

This collection is deeply personal. Growing up, Barbie dolls were out of reach – only admired from TV commercials and the pages of newspaper ads and catalogs. There also were no Barbie dolls of color. That early longing turned into a passion in 1990, when I started my business and began collecting, transforming a childhood dream into a meaningful and inspiring showcase.

Capitol Communicators profiles allow you to meet
some of the most interesting and insightful pros in our region, and
learn how they stay ahead during a time of constant change.