About us
Since 2015, we’ve helped over 150 clients get the right attention so they could reach their goals faster.
Originally a social media consultancy, The PR Accelerator has grown to become a full-service PR company. Since the beginning, our insider understanding of all aspects of the American news media and deep experience with social media has set us apart from our peers.
Select clients
Advocate Healthcare • Aging Together • American Library Association • American Society of Anesthesiologists • Anderson Wanca • Brightpoint • The Chicago Network • Chicago Council on Global Affairs • City of Chicago • Crain Communications • Dominican University • Elmhurst University • Globowl • Gundir • Institute for Nonviolence Chicago • The Joffrey Ballet • Kin + Carta • Lake Forest University • MTG Media Group • National Association of Broadcasters • National Association of Realtors • NORC at the University of Chicago • The Northwood Group • OKRP • Oliva Partners Management • Origin Investments • Redding Futures • Results Resourcing • Rotary International • Signal + Cipher • Technori • UI LABS • Unify America • University of Chicago • University of Illinois • Uptake Technologies • Windy City Indie • YPO
About our founder
Tracy Samatha Schmidt has spent over 20 years at the intersection of traditional media and social media, helping brands and individuals tell their stories in ways that captivate audiences and drive real results.
Her career began at TIME Magazine as its youngest staff reporter. There, she covered the rise of social media and developed innovative ways to report breaking news. Her master's thesis on the surprising resurgence of young nuns also ran in TIME and was re-reported by The Today Show, Oprah, MTV, and Vogue.
Tracy went on to co-create ChicagoNow.com, a massive network of bloggers and influencers for the Chicago Tribune and also co-hosted a radio show on WGN 720.
As an expert commentator on social media trends, Tracy appeared regularly on ABC, CBS, and FOX. She also led training programs for TV journalists at the National Association of Broadcasters in Washington, D.C.
She later led global social media strategy at Crain Communications, publisher of titles like Ad Age, Crain's, InvestmentNews, and Modern Healthcare. At Crain, she trained hundreds of journalists on integrating social media into their reporting and built strategies that bridged the gap between legacy media and emerging platforms.
In 2015, she launched Socially Authentic, a consultancy focused on helping clients navigate this intersection.
In 2023, Tracy expanded it into The PR Accelerator, a full-service PR firm that empowers busy founders and marketers to grow through expert PR strategies that combine traditional media with social media and podcasts.
As an educator, she also taught thousands of professionals how to harness the power of social media to amplify their messages and build influence. Additionally, she taught graduate journalism school and taught marketing at the University of Chicago for a decade.
When she’s not working, Tracy divides her time between Chicago and Michigan’s Upper Peninsula, where she and her husband are starting a lavender farm.
Additional testimonials
“In a noisy world, Tracy knows how to get you out there in a way that attracts attention and still feels completely authentic.”
—Sonny Garg, Former Chief Innovation & Information Officer, Exelon
“If you want to work with someone who is incredibly smart, experienced, honest, understands you needs and most importantly, KIND, you will want to work with Tracy.”
—Aaron Marcus, full-time actor
“Working with Tracy was like having my best friend by my side - I would absolutely refer her to anyone who is looking for support on how to get media attention.”
—Gina Calvano, career transformation consultant
“I can’t recommend Tracy enough. She is thoughtful and insightful, with the rare ability to step back and see the whole content picture, including what all the parts should be and how exactly they should fit together. “
—Jeff Leitner, Founder of Unwritten Labs
“Tracy’s professionalism and ability to understand my needs and limitations was spot on. Plus, Tracy’s just so pleasant and funny and truly felt like working with a friend. Bottom line, the results are already bearing fruit, and I am excited to put more of her ideas to work.”
— Mitch Slater, SVP & financial advisor at a global bank
“We hired Tracy to lead Crain Communications' social media strategy because she has the rare ability to spot a trend, translate it into effective tactics and then teach our 800 employees what to do. She trained the editorial and sales teams at all of our publications, set up a network of social media specialists across the company, and kept everyone abreast of each new tweak of the algorithms at Facebook, LinkedIn, Twitter and the rest. Quite simply, she's one of the best social media trainers in the country, and she's also a joy to work with.”
—David Klein, SVP / Group Publisher, Crain Communications
“Tracy has conducted digital training for ABM members, specifically for ABM’s Editorial Council and content creator members on the topic of ‘Using Social Media as a Reporting Tool.’ She offered great advice on ways content creators can brand themselves and their companies via social media, creating a noticeable spark among attendees who are now excited about the potential of a tool that previously was just another responsibility.”
—Matt Kinsman, Vice Preside of Content, American Business Media
“Tracy’s background as a journalist is quite evident in her consulting approach. Rather than simply recycling a canned presentation, she invested a significant amount of time upfront to research our company, our brands, and our people to collect case-study examples of our work that illustrate best practices that could be adopted and amplified.
Tracy also set realistic expectations of what SEO optimization and social media could and could not accomplish and counseled us to focus on efforts that were realistic and achievable rather than get bogged down by systems and/or workflow barriers. Over two sessions, Tracy delivered outsized value.”
—Bill McDowell, VP & Editorial Director, MTG Media Group
“I’ve been a ‘digital media guy’ for over 20 years. I not only learned a few things from Tracy but, more importantly, she helped coalesce for me how specific media channels can be co-leveraged intelligently to drive personal and business outcomes.
If you’re looking to grow your personal brand or business, call Tracy. You won’t be disappointed.”
—Tony Bagdy, President, Lyric Solutions
“Tracy is an expert on social media, and she demonstrates that in her explanation of philosophy, strategy, approach, and tactics. ALA staff were enthusiastic about her presentation.”
—Jeff Julian, American Library Association
“Tracy continues to be an advocate for truth in the age of disinformation, with an unparalleled ability to pivot and transition potential complications into generative insights. She knows the art of ethical and sound business, approaching each project with a level of mastery, effectively raising the standards and benefits for anyone involved.”
— Mari Amman, Global artist, researcher, and designer
“The PR Accelerator formula that she created is so fine-tuned because she is. She comes to you with the highest variety of experiences, clients, and focuses. I wouldn’t trust anyone else with my company, to connect and represent.”
—Margo Popio, photograper
“Tracy's engaging and inspiring presentation style was a big hit in our organization, appealing to all skill levels. The series of social media sessions that she delivered measurably boosted our efforts to train and engage staff on our new, participatory social media strategy.”
—Andy Sternberg, Global Head of Social Media & Audience Development, Rotary International