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Paramount has just recruited a major figure in entertainment PR. Shannon Buck, known for her strategic acumen and experience across top platforms, will become Executive Vice President and Head of Communications and Public Relations for the company’s Direct to Consumer division, which includes Paramount+ and Pluto TV. She officially starts on October 7, 2025.
A familiar name behind the scenes
Hollywood viewers may not know her name, but Shannon Buck’s impact has shaped what we watch—and talk about—on streaming platforms. Over the past two decades, Buck has moved through some of the biggest content ecosystems in entertainment, from Netflix to NBCUniversal, leaving behind a trail of smart campaigns and pop culture moments.
At NBCUniversal, she most recently held the role of EVP of Integrated Communications. There, she became a key architect behind publicity strategies for the company’s TV and studio arms. Notably, she helped turn Peacock from an uncertain streaming newcomer into a platform people were talking about—thanks to targeted launches for hits like Love Island and The Traitors. To be honest, I remember watching that first wave of Peacock releases with skepticism, but part of me now realizes that their smooth visibility wasn’t accidental.
Prior to that, Buck worked for six years at Netflix during what many still consider the streamer’s golden expansion period. As VP of Series Publicity, she worked alongside then-content chief Cindy Holland, now her new boss at Paramount. Buck’s role at Netflix wasn’t just about U.S. hits—she focused heavily on international communication strategies, helping Netflix establish a unified voice as it went global, and that’s no easy task when shows are launching from Korea, Spain, or Brazil simultaneously. To read Gwen Stefani headlines magical 2025 Disney Christmas Parade
An industry veteran with serious momentum
Landing Buck is a strategic move for Paramount, especially at a time when the streaming wars are less about who has the most content, and more about who communicates best. With audiences fragmented and attention spans short, PR isn’t just about press releases anymore—it’s about conversation-driving moments, social amplification, and global resonance.
Cindy Holland was quick to highlight what Buck brings to the table:
- Over 20 years of experience across streaming giants and studios
- A track record of crafting award-winning PR campaigns
- A consistent ability to support subscriber growth through visibility
Personally, I see this as a strong signal that Paramount isn’t backing off from the fight—we’ve seen mixed signals from their streaming efforts over the past year, but bringing in someone like Buck suggests a new chapter may be opening.
What could her impact look like?
Assuming Shannon Buck gets the creative freedom she’s known for, we can probably expect:
- More internationally-driven campaigns that reach beyond the U.S. hype machine
- A tighter synergy between classic TV marketing and newer streaming habits
- A renewed emphasis on turning shows into cultural moments, not just catalog entries
It might sound simple, but one of the biggest challenges in streaming today is making people care. With so many premieres arriving each week, it’s easy for even good content to vanish the moment after it drops. If Buck can help Paramount+ and Pluto TV build shows that stay in public discourse more than a week, she’ll already be making a difference. To read Toho expands into Europe with bold anime distribution moves
And I’ll say this: as a longtime Netflix viewer who noticed when certain shows suddenly felt everywhere online, I wouldn’t bet against her.
