Public relations expert behind big Detroit events is Marine Corps veteran

Throughout much of his adult life, Shaun Wilson has felt a special connection to big events in Detroit, including the Detroit Jazz Festival, North American International Detroit Auto Show, Detroit Grand Prix and America’s Thanksgiving Parade. In these instances, Wilson's public relations and marketing expertise have helped to make each extravaganza a smashing success.

But the Detroit businessman says there also are moments when he experiences an immense feeling of pride while spending time virtually anywhere in his city, state or country. And those emotions are tied to genuine patriotism that comes from Wilson’s service to his country spanning eight years in the United States Marines Corps, which included participation in Operation Desert Storm.

Given everything that the 54-year-old Wilson has accomplished after serving his country, it is not surprising that he looks forward to Veterans Day. And when he speaks on the subject, the proud tone in his voice cannot be denied.

“Veterans Day is huge,” says Wilson, the founder and managing partner of Cadence LLC, a veteran-owned small business headquartered in Detroit that specializes in public relations, strategic communications, marketing and business development. “For me, Veterans Day reaffirms the warriorhood that I established with the men and women I served with. And quite frankly, some of them didn’t make it. So, on Veterans Day, we’re honoring their contributions to our country, but I’m also celebrating and embracing my brothers and sisters that are still with us today.”

On Tuesday afternoon, Wilson spoke from a coffee shop on the campus of Wayne State University. A little earlier in the day, he had spent time with a client, Chris Collins — president and artistic director of the Detroit Jazz Festival Foundation — as the two toured a space on campus where the Hilberry Theatre is being renovated to create the Gretchen C. Valade Jazz Center. Upon the center's scheduled completion in 2024, it will host an array of high-profile jazz concerts and serve as an educational hub for Wayne State’s jazz music students and faculty.

Wilson’s time at Wayne State on Tuesday also brought him to a modernized version of the campus where in 1992 he began to learn a discipline that had intrigued him since his teen years. That would be “good PR” as Wilson calls it. And he started learning the field at the same time he was beginning his transformation into a full-fledged Detroiter.

“Most people kind of fall into PR, but even back in high school I had a thing for public relations and the power of good public relations,” said Wilson, a 1987 graduate of Albion High School, who enrolled at Wayne State following four years of active duty in the Marines. “I graduated from Wayne State in PR and I have pretty much been in the PR and marketing space for my entire career; and I feel blessed to have done it.”

Wilson says he was “mission driven” when he arrived at Wayne State due to his experiences in the Marines. And once he became a part of the campus scene, Wilson was introduced to Michele Vernon-Chesley, who was then director of the Journalism Institute for Minorities — now the Journalism Institute for Media Diversity — at Wayne State, which led to Wilson winning a scholarship that paid for his education. Wilson was even given an opportunity to demonstrate his leadership skills as president of Wayne State’s Public Relations Student Society of America chapter. But with all of those things going for him, in order for Wilson to succeed in his chosen industry as a professional he would need contacts — tons of them. And for help in that area, Wilson says, he had to look no further than the city of Detroit.

“The first thing I realized about Detroit was how beautiful the people were,” said Wilson, whose wife, Chrystal, is assistant superintendent of communications for the Detroit Public Schools Community District. “Regardless of the issues, or the weight of just living that people were dealing with, everyone was strong, resilient and helpful. A lot of times people opened doors for me and they didn’t have to, but they did. I always appreciated that about Detroit people and the community.

“And in business, I was able to tap into that Black business ecosystem, which Detroit has always had. If you can remember back in the day when 'Black Enterprise' (magazine) would list the top Black businesses in the nation and the first 10 to 20 would be Detroit-based. We’ve had some strong Black business legends, and I was mentored by many of them who opened doors for other opportunities.”

Those opportunities referenced by Wilson, that he said were made possible with help from a diverse group of mentors and supporters, including William Pickard, Roy Roberts, Ray Eisbrenner, John Bailey, Dave Bing, Vinnie Johnson, Mark Perry, Gerald Smith, Sam Logan, Jon Barfield and more, enabled Wilson to hold high-level executive positions for multiple companies before forming Cadence in 2018. But on Tuesday, between sips of tea, Wilson said he is most proud of being able to use the opportunities presented to him to provide Detroit youths access to signature events in meaningful ways that often go under the radar.

“Think about the Auto Show, which is a mainstay here in Detroit. And then think about 300 to 400 pre-K kids and their parents with access to those exhibits before they open,” said Wilson, who also has demonstrated his commitment to the Detroit community by serving on the board of several nonprofits that enrich the region, including the Cranbrook Institute of Science, Detroit Public Television, Mariners Inn, Music Hall Center for the Performing Arts and the Sphinx Organization. “When we did this, you could just see the eyes and we know that opening a kid’s eyes is key for them to explore other opportunities. I have also been a part of educational programs built around the Grand Prix, and the same thing with the Parade Company. To be a part of those experiences and really contribute to the community and kids has been huge for me.”

While Wilson says he still looks up to the Detroit business legends that shared their wisdom, he confided Tuesday that he believes he has earned his stripes in his profession. This means Wilson has the right to be even more selective about the projects his firm takes on in the future.

“I serve my clients and they get the Marine-like service that we provide,” explained Wilson, who combines his love for Detroit and jazz through the service he provides the Detroit Jazz Festival Foundation, which provides programming year-round. “But now, because I manage the agency, I’m able to pick and choose which clients we work for, and I want to make an impact.”

As of Tuesday evening, Wilson still had a choice of a different kind to make because he had yet to determine where he would go to celebrate a very special weekend for veterans, beginning Friday — the day before Veterans Day — which is when the Marine Corps birthday is celebrated. And while Wilson was still deciding, he offered up some well-intended and good-natured advice for civilians that may wish to show their appreciation to veterans in the coming days and beyond.

“Not to degrade or criticize anyone, but ‘Thank you for your service’ has to be more than a cliche,” Wilson stated. “If you go to a bar and see veterans there, buy a veteran a drink, or buy a veteran a meal; it could be as simple as that. Or if you know of a veteran who is in need of anything, make yourself available, at least for that one day.

“I would love to see some action behind those words. You may not be familiar with the military, but you can go to a program where veterans are being honored. And if you go to the VA (Veterans Administration) site (va.gov) there is a lot of information. There also are military units in Detroit, like the Montford Point Marines — they do a lot. The state has a Michigan veterans program (Michigan Veterans Affairs Agency), Brian Love has just been appointed director. And the Detroit City Council has a veterans program as well. So, it’s great to see those institutions with programs catering to veterans, and now is a good time for people to learn more about them."

Scott Talley is a native Detroiter, a proud product of Detroit Public Schools and lifelong lover of Detroit culture in all of its diverse forms. In his second tour with the Free Press, which he grew up reading as a child, he is excited and humbled to cover the city’s neighborhoods and the many interesting people who define its various communities. Contact him at: stalley@freepress.com or follow him on Twitter @STalleyfreep. Read more of Scott's stories at www.freep.com/mosaic/detroit-is/. Please help us grow great community-focused journalism by becoming a subscriber

This article originally appeared on Detroit Free Press: Shaun Wilson is veteran, public relations expert behind Detroit events