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# Capitol Communicators: Profile of Shonali Burke, PRSA NCC Hall of Fame Inductee
- URL: https://capitolcommunicator.com/capitol-communicators-profile-of-shonali-burke-managing-director-of-peoples-light-and-prsa-ncc-hall-of-fame-inductee/
- Published: 2026-02-23T17:57:27.000Z
- Updated: 2026-10-08T23:45:37.000Z
- Author: Debra Silimeo
- Tags: People, Profiles, #wp-top-center-sponsored, #Import 2026-10-08 18:56

**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 Shonali Burke.**

**Shonali Burke is a rare left- *and* right-brained PR pro.** She was an economics major, who then studied drama, which led her to pioneering work in social media, business analytics and measurement. Burke was inducted into the PRSA NCC Hall of Fame, capping a career of global PR leadership. As communications head for the ASPCA, her work during the **Michael Vick** dogfighting crisis led to changed public views of the dogs as crime victims, not just crime instruments.

As an entrepreneur, she created *The Social PR Virtuoso*, a globally recognized online professional development course. After studying business analytics at Harvard, she became known as “the measurement maven,” for her work using data analytics in PR. She returned to her drama roots as CMO (later Deputy Executive Director) of D.C.-based Arena Stage, helping to guide the theatre’s post-pandemic rebound. She later became Managing Director of People’s Light, a historic theater and live-arts hub in Pennsylvania. 

Burke teaches at Johns Hopkins, has spoken at TEDx, and held leadership roles in PRSA NCC, WWPR, IABC-DC and IABC International, ColorComm, and Women in PR USA. She will soon release her first book, *The Non-Obvious Guide to Public Relations and Communications.* And, on the fun side, she tells us that her pets rule her life, especially Pickles the Corgi, who “sprinkles sunshine and wiggles wherever she goes.”

 **Shonali, tell us about yourself.**

I’m a servant leader and strategic leader for mission-driven organizations who want to bring big dreams to life. I’ve worked with a range of national and international nonprofit and cause-based organizations over the course of my career, ethically harnessing the power of data-driven storytelling to build bridges, grow community and increase impact.

**What are the things you are most proud of?**

I’m proud to have been adjunct faculty in Johns Hopkins University’s M.A. in Communications program since 2009; coming from a family of educators, that role is truly a dream come true. I’m also proud that my passion for demystifying data has helped students, colleagues and business leaders see that numbers aren’t the enemy of storytelling—they can enhance it and lead to better outcomes. Most of all, I’m proud that my friendships and relationships have stood the test of time, that my community has grown stronger over the decades, and that I’m part of a global ecosystem of PR and communication professionals, who are among the hardest‑working people I know.

**If I am not mistaken, 2025 was the first year that PRSA National Capital Chapter ’s two Hall of Fame inductees were both women of color – you and Dr. Sheila Brooks. What do you see as the significance of this moment, for you, Dr. Brooks and for our field?**

I mean, for me it’s huge, because it’s not something I ever set out to achieve. You remember: when you called to tell me I’d been inducted, I couldn’t stop squealing! I’m still pinching myself, and I think I probably always will. It’s incredibly humbling to know that the PR community acknowledges that I’ve contributed to the field in a way that is more than fleeting. That itself is unreal to me, because whatever I did—whether it was creating and leading #measurePR, or the work with the Blue Key Campaign, or the incredible teams I’ve had the privilege to lead and be a part of—was not for personal gain, but to be helpful in some way. To receive such rich acknowledgement is mind blowing, and to be in the company of Dr. Brooks, who’s such a trailblazer, is even more so.

I wish I could say that the fact we’re both women of color shouldn’t matter, but it does. It matters because it tells a bigger story about where we are as a field and as a society. In 2025, to see two women of color inducted into the PRSA National Capital Chapter ’s Hall of Fame at a time when diversity and inclusion are sometimes treated as passing trends rather than shared commitments—it’s meaningful. It says that excellence isn’t confined to one background or perspective, and that our contributions continue to expand what leadership in this field looks like. My hope is that for the next generation—especially those who might not yet see themselves reflected in roles like this—this moment serves as proof that they belong. That they can look at us and think, *maybe that could be me one day.* Because it absolutely can.

**What are the most significant changes or trends you see happening/coming in the communications industry in 2026? How are you dealing with them?**

The media landscape has been disrupted for years, and it’s disheartening to see how far public trust in traditional outlets has eroded. We’re all living in self‑selected bubbles of information, misinformation and noise, which will likely intensify in 2026.

At the same time, I’m cautiously encouraged to see the rise of micro and independent outlets—often led by former journalists and subject‑matter experts—building highly community‑centric, trustworthy reporting.

For communications and PR, that means doubling down on relationship-building and ethical, fact‑based, storytelling, and using data to understand what truly resonates rather than simply chasing reach. More than ever before, it’s critical to be transparent about sources, pressure‑test messages against facts, and track engagement quality and impact, not just volume and reach.

**Your story is a great quilt of experiences. Is there a thread that connects your work in PR, digital strategy, data analytics and theater?**

First, thank you! When I look back at my journey, what keeps popping up are stories, people and connection. I was an accidental theater kid—in a way, you could say I didn’t find theater; it found me. And in that finding, I realized I wasn’t just a good actress and storyteller—I loved being in, and helping to create, spaces where people could come together to share a story or an experience, setting their differences aside for a moment. And when they walked out, maybe they were thinking a little differently about the world, maybe even being a little kinder to their neighbor.

To me, that’s what’s so fascinating about data—and what I’ve always loved about PR and digital strategy. If we make friends with data, we start to see the stories it holds, what drives people, what excites them, what they’re curious to learn more about. All that insight helps us understand how we can best serve them. Good PR and thoughtful digital strategy use those lessons to tell better stories—to connect people, bridge understanding, and in our own way, make the world a bit better.

**What are the skills that are necessary to be successful today?** 

Data literacy isn’t optional anymore. That doesn’t just mean having a decent understanding of digital and social analytics; practitioners need to think about how data is identified, harnessed and used. That includes being conversant with statistical models and proficient at understanding and ethically using AI assistants and models. You don’t have to become a data scientist, but you do have to understand how to think like one, so that your strategies and decision‑making are genuinely data‑informed.

Just as important are storytelling and relationships. The ability to translate complex information into clear, compelling narratives is what makes data meaningful to real people, whether they’re board members, journalists or community partners. Strong relationship skills—listening, empathy, responsiveness—are what sustain trust in an environment where audiences are skeptical, and attention is fragmented.

So, the practitioners who are most successful today are the ones who can sit at the intersection of these skills: they’re comfortable with data, fluent in narrative, and intentional about building and maintaining authentic relationships.

**What professional advice do you have for others?**

Find and maintain mentor relationships at every stage of your career; you are never too old, or too seasoned, to benefit from someone else’s experience and perspective. It’s not just okay to ask questions—it’s imperative—but you also have to be ready to hear the answers. Soak up as much as you can from others, while remembering that your “secret sauce” is **you**, and what you uniquely bring to the table. It’s absolutely okay to adjust how you show up for, and in, community; in fact, it’s often necessary for the greater good. But that is very different from being told, or made to feel, that you’re less than or that your differences aren’t welcome. Pay attention to your intuition; it is the greatest muscle you have.

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

I’ve been involved in professional organizations for as long as I can remember. Earlier in my career, I served with the now‑defunct San Francisco Bay Area Publicity Club and over the past couple of decades I’ve been active with IABC/DC Metro and IABC International, PRSA NCC, WWPR and ColorComm. I can’t overstate how valuable these communities are: from professional development and learning forums, to service and leadership opportunities, to peer support and long‑lasting friendships, they haven’t just helped me do my job better—they’ve made my life better.

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

I walked a cheetah in Zambia. While I had no idea I’d be doing this five minutes before it happened, it was a great exercise in deep breathing and, looking back, pretty cool!

**Capitol Communicators** [**profiles**](https://capitolcommunicator.com/tag/profiles/) **allow you to meet** 
**some of the most interesting and insightful pros in our region,** 
**learn how they stay ahead of the curve and gain practical wisdom** 
**during a time of constant change.**