CEO, Susan Carol Creative
Member, Equipment Leasing & Finance Association
Member, Fredericksburg Public Relations Society
Public Relations Society of America Accreditation
Susan Carol’s background and degree in journalism have provided a solid foundation for her public relations career. PR is too often thought of as press releases and media placement, but it is really about uncovering stories and valuable information while forging and deepening relationships that foster clear communications, understanding, trust and collaboration.
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VISION FOR THE FUTURE: “I’d like to see the cost of participation in industry conferences lowered so that more people can join these networking events. That would support the industry’s interest in promoting diversity. There should be more respect for diverse perspectives, less divide and continuing opportunities to learn at work.” |
She is most proud of sustaining a profitable company for 30 years and a team that is well respected in the markets the firm serves. Beyond the equipment leasing and finance niche, the company focuses on some of the industry’s largest vertical markets, such as healthcare, construction and technology. Carol’s associates, Carla Young Harrington, June Padgett, Chris Jones, Sue Carrington, Hank Wieland and Steve McCabe, have been with the agency for decades, providing valuable continuity to Carol and their clients even as the team continues to expand.
As a current member of the ELFA Communications Committee, Carol appreciates the opportunity to learn from others in her field and help promote the industry and the association. In the past, she served as this committee’s first chairperson, as a chair of the Service Providers Business Council and on the association’s board of directors between 2011 and 2014.
Her mission is to ensure that everyone on her team has the opportunity to grow, learn and develop professionally in order to provide clients with valuable PR and marketing communications services in a flexible and cost-effective way, taking advantage of new technology and practices.
As Carol previously lived abroad and traveled extensively in her career, she especially enjoys working with organizations that foster international relationships, and she relishes learning about transformative developments affecting business and culture.
“Susan Carol has helped advance the equipment finance industry in so many ways through her advocacy of effective public relations,” says Carla Young Harrington, director of public relations management, Susan Carol Creative. “To cite just one example, she was among the first in the industry to understand the increasing role social media would play in communications. She educated lessors and service providers on the need to become engaged in social media in a strategic way for their organizations, even providing hands-on training. She really knows how to determine the best mix of strategies for each business we serve.”
