We empower experts to get the right attention.
WHAT WE DO
Our communications firm helps individual experts and organizations get the right attention in the press, on stages, and online.
Uniquely, we create custom PR systems for experts (or their teams) to run, eliminating the need for traditional and expensive retainers. If desired, we can also book experts to speak at conferences and private events.
Our approach works. Since introducing it in 2022, our clients have landed a New York Times exclusive, gone viral at SXSW, raised millions on Kickstarter, won national awards for new products, and booked numerous five-figure speaking gigs around the world.
It is our honor to get experts the attention they deserve.
CLIENTS FEATURED IN
Select clients
Since 2012, our firm has advised 100+ brands on marketing and communications, including:
3Fold Collective • Aether Biomedical • Advocate Healthcare System • Aging Together • American Library Association • American Society of Anesthesiologists • Anderson Wanca • Brightpoint • Cardmill • City of Chicago • The Chicago Network • Crain Communications • DappleDoc • Economic Restoration • Elmhurst University • Globowl • Gobii AI • Grey Area Training • Gundir • i.c.stars • Indigo Group • Institute for Nonviolence Chicago • Joffrey Ballet • Johns Hopkins University • Jumpstart the Job Search • Keenan Reid Strategies • Kin + Carta • Kin Insurance • National Association of Broadcasters • Magnolia School • Marketing & Technology Group • Modinsight • National Association of Realtors • NORC • Northwood Group • OKRP • Oliva Capital • Origin Investments • Redding Futures • Rotary International • Signal & Cipher • UI LABS • Unify America • University of Chicago • Union for Reform Judaism • University of Illinois • Uptake Technologies • Windy City Indie • WOW Trailers • YPO •
Our team
Tracy Samantha Schmidt
PrincipalTracy has 25 years of experience across journalism, PR, and marketing. She covered the rise of Facebook for TIME, used social media to develop new reporting methods that are standard today, co-founded one of the world's first influencer networks at the Chicago Tribune, and led global social media strategy for Crain Communications, a leading business media company. Additionally, she has trained hundreds of working journalists, including through the National Association of Broadcasters. Her ghostwriting has been published in HBR, Fast Company, and Business Insider. A frequent TV commentator on ABC and CBS, she taught marketing at the University of Chicago for a decade and has spoken at dozens of conferences.
Fikir Belete
Executive Assistant & Project ManagerWith a background in software engineering, program operations, communications, and client coordination across global teams, Fikir partners with leadership to manage workflows, timelines, and deliverables, ensuring projects run smoothly and clients receive consistent, high-quality support. Drawing on experience across tech, media, and international programs, she combines technical knowledge with strong organizational, communication, and problem-solving skills to turn ideas into well-executed projects.
Eric Benderoff
Media Trainer & PR StrategistEric brings over 25 years of experience across integrated communications agencies and Chicago's top-tier newsrooms. At BCW, a global Top 3 firm, he trained hundreds of Fortune 500 executives at companies including Accenture, Bank of America, and Ford. As a Chicago Tribune business editor and technology columnist, he covered the intersection of tech and culture, talked trends weekly on Chicago's top morning radio show, and appeared regularly on public television. Today he runs Benderoff Communications, and in 2023, the Michigan State journalism graduate joined MSU as a professor of practice.
Collin Czarnecki
Digital PR StrategistAs the founder of NOBLE and a former journalist, Collin has spent 18 years on both sides of the inbox, pitching and being pitched. For nearly a decade, he worked in newsrooms as a journalist and editor, publishing over 2,500 articles with outlets like Gannett/USA Today Network. Since then, he has led the strategy and development of more than 400 digital PR campaigns that have earned 14,000+ media placements for brands across tech, food, finance, and beyond.
Elizabeth Dycus
PR Strategist Elizabeth is a published author in the JCSTAND Vol. 36, and was a panelist speaker for Cultivating Belonging Amidst Restrictive Legislation at the 94th Southern States Communication Association Convention. She teaches Public Speaking and Intro. to Speech Communication at Austin Community College. Elizabeth resides in Austin, TX where she is involved in a local expressive arts community and is under constant scrutiny from her cats. You can probably find her at the Hideout Theatre or Cap City Comedy enjoying improv / stand-up.
Lauren Viera
Content Strategist, Copywriter & GhostwriterLauren Viera has spent more than two decades in journalism and branding, starting as a reporter at the Chicago Tribune before moving to Leo Burnett and eventually opening her own practice. She helps brands, businesses, nonprofits, and individuals tell their stories — no matter how big or wild — for clients including Airbnb, Walgreens, Google Workspace, Condé Nast, Square, and The New York Times Magazine. A Californian who's called Chicago home for 20-plus years, she wrote a book about the city's best spots, teaches professional writing at Columbia College Chicago, and recently started writing screenplays.
Heather Stumpf
Photographer and StylistHeather Stumpf is the photographer behind Margo Popio Studios, where she specializes in personal brand photography and commercial work that makes founders, executives, and entrepreneurs look like celebrities. She is also the founder of Vavoom Pinups, Chicago's premier vintage pinup and boudoir studio, where she has photographed more than 3,000 clients since 2008 and earned features from numerous media outlets. She taught art in Chicago schools for seven years before turning to photography full-time.
Jon Tsourakis
Business AdvisorJon Tsourakis is a business advisor and entrepreneur with more than 20 years of experience in marketing, sales, and business leadership. He founded and grew Revital Agency for a decade before merging it with Oyova in 2019, where he now serves as President and co-owner. Under his leadership, Oyova has been recognized three times on the Inc. 5000 list of America’s fastest-growing private companies.
Jon has also led the Digital Mastermind Group, a national peer network for agency owners, and served five years as President of CentralComp.