Name and Title
Scott Schroeder, APR, CPRC, VP Operations, Liquid Creative
Hometown
Tarpon Springs (Clearwater, FL area) – Home of the Fighting Spongers!
When did you start your career in Public Relations?
I was in the printing industry and worked as an affiliate member until 2009, and then made the switch to the PR side.
What project are you most proud of?
I am proud of the diversity of our projects at Liquid Creative. No two are the same, and it’s fun to watch my team tackle something like a website for an activated carbon manufacturer, and then turn around and run social media for a pizza place. We recently developed and implemented a successful bike safety digital campaign that was very rewarding for us on a personal level, because we have had multiple friends that have been injured while cycling.
What is one piece of advice you would give others entering the field?
Our field provides opportunities for very different types of roles, ranging from copywriting to account and operations management. Try to find a job that will allow you to dip your toes into a variety of different aspects of PR, so that you can make an informed decision for the rest of your career. This is a fantastic time to be practicing PR!
What do you think is the biggest challenge PR professionals will face going forward?
This is an exciting time to be in PR because of the rapid changes in communication tools. While there is always something new to research, these developments also make this a challenging time to be a communicator. Staying on trend is a constant challenge, and I don’t see that changing.
What would your colleagues be surprised to know about you?
I used to have long hair and an earring. Now I have neither.
How has a mentor influenced your career?
I have been fortunate to be surrounded by great leaders and peers, and I have learned everything I know from them.
Why did you join FPRA?
I originally joined FPRA in 2001 when I was in the printing industry. I quickly learned that my passion was on the communications side of the business. I am grateful to the organization because if it weren’t for FPRA, I would not be doing this job that I love today.
