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Bill Shory


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A four-time Emmy winner, Bill Shory spent two decades leading newsrooms in six different cities before co-founding Fleur de Lis Communications. He’s passionate about telling stories, especially about people making their communities better – which led to FDLC’s focus on purpose-driven organizations. Accustomed to high-pressure environments and tight deadlines, Bill is an expert on learning an organization’s story quickly and helping it reach target audiences. 

Bill began his career as a news producer and then moved into newsroom leadership - helping launch a new ABC affiliate in his hometown of Birmingham, AL in 1996, and becoming News Director at WHNT-TV in Huntsville, AL in 1999. After leading the Huntsville newsroom to first place in the ratings, he took on a new challenge - leading the legendary “Dimension” enterprise and investigative team at WCCO-TV in Minneapolis. Bill also coordinated the station’s major events and breaking news coverage, producing coverage from the field for weather events, breaking news and professional sports.

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In 2004, Bill became news director for WBIR-TV in Knoxville, TN. During his tenure, the newsroom was honored with three Edward R. Murrow Awards for Overall Excellence. Bill was a statewide leader in the fight for government transparency and open records, and his stand for press access during the resignation of Tennessee football coach Lane Kiffin earned him a National Ethics in Journalism Award from the Society of Professional Journalists. Bill also organized numerous service initiatives for the station, including providing Thanksgiving dinner for 7,500 residents of Bay St. Louis, MS after Hurricane Katrina. The Federal Bureau of Investigation honored his efforts with its Community Leadership Award in 2010.  

In 2013, he returned to journalism as the News Director for WAVE 3 News. Under Bill’s leadership, the WAVE 3 newsroom was honored with two Edward R. Murrow Awards for Overall Excellence. Each year, he led planning and execution of the station’s coverage surrounding the Kentucky Derby – heading up a team of more than 100 people and 40 hours of live field coverage.


Bill’s love of great food, horse racing and bourbon have made Louisville a perfect fit, and his family is deeply involved in the community. He helped found Imagination Library of Louisville, where he currently serves as President. He also serves on the Vestry for St. Matthew’s Episcopal Church, where he helped launch live streaming of services during the COVID-19 pandemic, and where he can still be found switching cameras on most Sundays.


Bill earned a Bachelor’s Degree in Communications and History from Trinity University. He lives in Louisville with his wife Michelle, a lifelong educator, and their daughter Isabella.

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