Episode Details

A PR career can look glamorous from the outside, but the real story is usually built out of sharp pivots, hard boundaries, and a lot of grit. From the BAQ2 convention near Dallas, we sit down with Cheryl Snap Connor, founder of SnapConnor PR, to unpack how a love of writing turns into a front-row seat in tech, then into a 20-year run building communications for startups and growth companies. Along the way, she shares the moment she leaves a corporate role and triples her income overnight, plus the mindset shift that makes that leap possible. 

We also dig into what founders rarely say out loud: partnerships can be the biggest accelerator or the biggest threat. Cheryl walks us through a painful share buyout scenario and the lesson her attorney gave her that still holds up today: “There is no contract on earth that is stronger than human nature.” We talk about toxic dynamics, why collaboration becomes her leadership brand, and how those experiences shape the way she protects her team and designs a better path forward. 

On the practical side, Cheryl explains how her agency has evolved into a fractional communications team supporting a small number of key accounts, with equity stakes that change the economics beyond hourly PR work. She shares how remote leadership became possible after the pandemic, why Boise and Utah can both work when the team is strong, and what succession planning looks like when you actually care about the people who helped you build the business. If you’re navigating PR strategy, founder leadership, equity compensation, or an agency transition, this conversation delivers real-world clarity. 

If this resonates, subscribe for more founder stories, share the episode with a business owner who needs it, and leave us a review so more people can find the show. What part of Cheryl’s journey hits closest to home for you?

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