Tracy Schario, APR, Principal

A creative and responsive leader, Tracy Schario, APR, is a seasoned communications counselor with more than 15 years experience. She is skilled at developing results-driven strategic plans, managing cross-functional teams and thriving in a fast-paced environment. Tracy’s media relationships include broadcast producers, print reporters and editors and political bloggers.

As Director of Media Relations at The George Washington University, Tracy was frequently on television and managed communications for lawsuits, labor issues and trends in higher education. She created GW’s social media plan (#1 university for Tweets per day in 2009), administered its daily news Web site and produced a weekly E-Newsletter. To raise the university’s leadership profile, Tracy conceived the university’s first sustainability communications program, including public policy symposia and national rankings. Tracy managed a team of communicators responsible for crisis communications, institutional brand management and promotions of  academic research, broadcast programs and policy initiatives.

Prior to joining GW, Tracy was Vice President at Strategic Communications Group where she developed corporate strategy, managed a million dollars in client billings, developed service methodologies and conducted business development. She created B2B product campaigns and raised executive visibility for technology companies, including Unisys Federal, AMS, Wam!Net, Baan, Juniper Networks and Software AG. Tracy also authored issue advocacy materials for Section 508 compliance, radio interoperability and IPv6.

While living in Asia, Tracy held community relations positions at the U.S. Embassy in Manila, Philippines, receiving a Meritorious Honor Award, and the U.S. Consulate General in Surabaya, Indonesia. Early in her career, she lobbied environmental issues for a trade association and was a public information officer for the State of Ohio.

An award-winning professional, Tracy is a past president of the Public Relations Society of America (PRSA) National Capital Chapter, the society’s largest, and currently serves as Mid-Atlantic District Chair. She has taught public relations and political communications at The George Washington University, Ohio University and De LaSalle and Ateneo universities in Manila. She also speaks at conferences on crisis communications, public relations best practices and media relations strategy.

Tracy earned her M.A. in communications from Ohio University, where she received the Outstanding Master of Arts Candidate Award and served as a coach for the speech and debate team.  She graduated from The Ohio State University with a B.A. in communications and was a nationally ranked member of the speech and debate team.

Also, Tracy participates in fund-raising activities for autism, cancer research and the theatre arts. She lives in the nation’s capital with her husband Billy Johnson.