Tracy Schario
External Communications Leader and Brand Builder at MITRE
Education: The Ohio State University - Ohio University
Washington D.C., DC, USA
Biography
I am a change agent with a record of helping transform and strengthen reputation for global brands. My career in science and technology spans industry and academia leading multi-disciplinary teams. I’ve created PR & marketing campaigns delivering business outcomes for objectives as varied as land use and clean energy to AI, cyber and optical technologies.
As MITRE’s first leader of external communications, I create content marketing strategy and built the delivery teams and processes. I’m a Fellow PRSA, and I’ve held senior management roles at Optica, The Pew Charitable Trusts, The George Washington University, and Strategic Communications Group, a boutique tech PR firm. Early in my career, I lived in Southeast Asia serving in community relations positions at the U.S. Embassy in Manila, Philippines, and at the U.S. Consulate General in Surabaya, Indonesia.
A native Midwesterner, I’m a cook, recreational bicycler, beginner golfer, and devotee to all sports of the Chesapeake Bay.
Passion
I'm a people first leader who believes in learning from both success and failure – on the job, in recreational sports or in the kitchen.
Featured Video
I am willing to travel
More than 100 miles
When it comes to payments
I speak for the exposure for myself and my company
Topics
Best Story
The George Washington University (GW) had a reputation as a bad neighbor because of rapid growth – “The university that ate Foggy Bottom” according to The Washington Post Magazine. However, GW needed to build more dormitories and academic buildings to remain in compliance with District of Columbia housing requirements and remain competitive with peers.
Fast forward to the completion of a three-year campaign. GW was ranked among the Best University & College Neighbors in the country. And the university won approval to build 18 new buildings. How’d we do it? The passion of a multi-disciplinary team driven by a common purpose. Learn more about our creative, muti-channel engagement strategy.
Origin Story
If you believe it, you can become it. From an early age I’ve loved performing and applied that curiosity to create opportunities for growth – professionally and personally. I believe FEAR is a motivator because you can Face Everything And Rise.
Example talks
Measuring Reputation: How to Help Build Your Company's Brand
Building brand and reputation requires an understanding of audience perceptions of corporate attributes and impact, as well as how those insights inform storytelling. This presentation draws upon lessons learned over nearly two decades of experience utilizing research to build corporate brand awareness and engagement. Discover how a better understanding of corporate reputation can drive business outcomes and inform strategy.
Learning Objectives
1) Understand primary research questions to measure corporate reputation, familiarity and willingness to engage
2) Learn how to use research on audience personas to develop integrated PR and marketing campaigns with measurable objectives
3) Develop understanding of reputation research and how to communicate with executive leaders
May 16, 2023 PRSA Webinar (145+ attendees)
https://www.prsa.org/professional-development