Meet: Michelle Scheuermann


Michelle Scheuermann (pronounced Sherman), APR, is the principle of BulletProof Communications, LLC, a marketing communications consultancy specializing in communication strategies utilizing both traditional and non-traditional avenues to increase awareness and participation in brands, events and more.

Michelle created BulletProof Media Blog in 2009 as a way to share insights into the outdoor TV world as she worked for Sportsman Channel. She has more than 10 years of experience in marketing, communications and PR. Her client list includes larger, well-known brands like Sportsman Channel and North American Media Group as well as working with television producers and non-profit organizations.

The outdoors has always been in her blood; Michelle grew up on a working dairy & crop farm in South Dakota, not far from the infamous Corn Palace. However, her dad didn’t think to take his girl pheasant hunting! It wasn’t until she landed at Sportsman Channel that she finally got her first bird. Her blog will continue to share outdoor insights and stories from her friends, clients, and personal experiences.

Michelle is also a long-time PRSA member, serving on the SE Wisconsin PRSA board and frequently volunteering on the Minnesota board. You can find out more about Michelle by visiting her LinkedIn profile and contacting her directly at


Meet: Cassandra Guenterberg

Art Director

Cassandra Guenterberg has worked with Michelle since the early days of Sportsman Channel, where they first met. Together they’ve created impactful, eye-catching and engaging material for clients in not just the outdoor industry but in the food, manufacturing and retail spaces – to name a few. 

In her free time, Cassandra loves kayaking - often with Michelle! - and finding yet another way to get outside, whether it is bowhunting, biking or geocaching. If her passion for finding the best old-fashioned doesn’t scream Wisconsinite, Cassandra also grew up on a farm and is a champion steinholder.

View Cassandra’s online portfolio at

Cassie headshot

Note: The thoughts, ideas and opinions on this blog represent those shared by Michelle Scheuermann and BulletProof Communications, LLC and NOT the clients and partners of Michelle Scheuermann and BulletProof Communications, LLC.