Public Relations Professional Cheryl Michelet joins ASCL staff

The American Sugar Cane League has hired Cheryl Michelet who will be the next public relations director in the organization. She will work closely with Sam Irwin who recently announced his retirement from the League in February of 2025 after 13 years of service.

Michelet is the CEO and founder of Michelet Strategic Communications and most recently served as the director of communications for BREC, the East Baton Rouge Parish Park system. She retired after nearly thirteen years of service and was responsible for writing the award applications that won the agency the prestigious national Gold Medal as well as national awards for marketing, programming and excellence in conservation efforts.

 Her previous experience also includes leading communications for the Louisiana Department of Education, Social Services and Board of Regents as well as the Fortune 500 company The Shaw Group. Before moving into public relations, she was the executive producer at Baton Rouge’s WAFB-TV and 6 p.m. news producer at WBRZ-TV.

 A native of Colorado, Michelet majored in broadcast communications at Pittsburg State University in Kansas and, while a sophomore, became the 6 and 10 p.m. news producer at KOAM-TV. She is active in numerous professional and community organizations as well as in her church.

 Michelet met her husband Kirk while working at WBRZ-TV and they have two children, Christian and Jessica. All four currently live in Baton Rouge.

 “We are excited to have Cheryl join the League’s team, and I know all our industry partners will be of tremendous help as she works to develop a firm understanding of the unique characteristic of Louisiana’s $4 billion sugarcane industry,” said ASCL General Manager Jim Simon.