Susan Riley Shelby, CPSM
Since 2005
Active
SMPS Boston member
AEC marketing professional
Susan founded and leads Rhino Public Relations as President and CEO, establishing the firm in November 2004 to meet the growing market need for cost-effective, results-oriented public relations and marketing services specifically designed for professional services firms. Her entrepreneurial vision created a full-service PR and marketing agency that integrates communications directly with clients’ business strategies, enabling measurable results that contribute to business development and increased revenue.
Her expertise spans comprehensive public relations including crisis communications, media relations, reputation management, content creation, social media strategy, email marketing, client surveys, media training, speaker training, and event planning. With over 28 years of experience beginning in competitive high-tech PR during the 1990s, Susan’s career path diverged into the AEC industry when the dot-com bubble burst in 2001—a transition that revealed her calling to serve architecture, engineering, and construction firms.
Susan describes herself as a “rhino”—charging forward to meet client goals, armed with thick skin, undeterred by obstacles—traits that define both her personal approach and her firm’s culture. Her commitment to personal involvement on every account, combined with a polished support team of PR and marketing experts, delivers committed service that increases brand awareness and drives revenue. Rhino PR supports existing communications staff or provides fully outsourced public relations and marketing services for long-term programs or short-term projects.
Previously serving as Director of Marketing & Business Development at Mount Vernon Group Architects (2003-2004), Director of Corporate Communications at Vanderweil Engineers (2001-2003), Director of Public Relations at Tiburon Networks optical internet infrastructure startup (2001), Director of Corporate Communications at HarvardNet DSL and web hosting provider (1999-2001), Account Supervisor at Mullen full-service agency (1998-1999), and Account Manager at Neva Group technology PR firm (1995-1998), Susan brings diverse perspective from both in-house and agency environments across technology and AEC sectors.
Susan demonstrates exceptional professional leadership through her SMPS Fellow designation (Class of 2016), joining an elite group demonstrating at least 15 years of marketing expertise and 10+ years of active SMPS involvement. Her Fellowship, awarded in 2016, recognizes sustained commitment to advancing professional services marketing and sharing crisis communications expertise that protects client reputations and organizational value.
Her SMPS Boston chapter leadership includes service as Past President, providing strategic direction for one of the Society’s largest and most influential chapters. This presidential tenure demonstrated her commitment to professional development programming, member engagement, and advancing marketing excellence throughout New England’s AEC community. Following her presidency, Susan received the 2016 SMPS Boston Marketing Professional of the Year Award, which honors an AEC marketing professional who has significantly contributed to their firm’s success and actively participates as a chapter member.
Susan’s thought leadership addresses critical topics where public relations intersects with business strategy. Her published articles include “Changing of the Guard: How to Navigate a Management Transition,” “What’s the Prognosis? A Healthcare AEC Checkup,” “Why PR Should be Included in Every AEC Firm’s Communication Mix,” “The Power of a Complete LinkedIn Profile,” and “Anatomy of a PR Plan.” These publications provide practical frameworks that AEC firms can implement immediately, demonstrating her commitment to elevating the profession through shared knowledge.
As a featured speaker and podcast guest, Susan addresses crisis communications, reputation management, and the strategic role of public relations in business development. Her 30-minute podcast “Thick Skin, Public Relations & Crisis Communications” for The Resilience Journey shares insights on protecting organizational reputation during challenging circumstances. This content resonates particularly in today’s social media environment where crises can escalate rapidly without proper preparation and response protocols.
Susan’s professional recognition extends beyond SMPS to include the PWC-CT “Women on the Rise” Award, honoring exceptional women in the AEC industry recognized by colleagues, mentors, and peers as future leaders. This award, sponsored by Professional Women in Construction Connecticut, acknowledges her commitment to advancing professional and entrepreneurial opportunities for women in construction and related industries.
Additionally, Susan received the NEWiRE (Network of Executive Women in Real Estate) Entrepreneur of the Year Award, designed to recognize members who are business owners—risk-takers who chose to strike out on their own to start new businesses. This recognition honors her entrepreneurial courage founding Rhino PR and building a successful consultancy serving professional services firms nationwide.
Her specialized training includes a Reputation Management Certificate Program, validating expertise in protecting and enhancing organizational reputation. Additionally, Susan earned an Associate Business Continuity Professional (ABCP) certification, demonstrating knowledge in business continuity planning, risk management, and crisis response—credentials that directly inform her crisis communications consulting practice. She recently completed Harvard Business School Online’s “Leading with Finance” certificate program, enhancing her ability to connect PR and marketing initiatives with financial outcomes and business strategy.
Susan’s educational foundation includes a Bachelor of Arts in International Relations and French/West European Area Studies from American University, plus certificate programs in European Studies from Université libre de Bruxelles and Commercial and Economic French from The French Library and Cultural Center/Paris Chamber of Commerce. This international education provides cross-cultural communication insights and European business perspectives that inform her approach to global client relationships. She also completed a Graduate Certificate in Enterprise Risk Management from Boston University Metropolitan College, deepening her expertise in identifying, assessing, and managing organizational risks.
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