From FFA reporter to newspaper reporter to public relations executive, Russ Florence has forged his life around promoting the things in which he believes.

Florence, a native of Alex, Okla., serves as senior vice president for Oklahoma’s oldest public relations firm: Schnake Turnbo Frank Inc.

“What drives me are the relationships and the energy here,” he said. “It’s a fun place to work.”

Schnake Turnbo Frank is growing, thanks in part to Florence’s efforts. The firm has doubled its client list during the six years he’s been with the firm. With a staff of 19 people, the firm serves about 50 clients across Oklahoma and around the region

Florence said when he looks for new employees, he is “drawn to people from rural areas and small towns because of their work ethic.” These employees help Schnake Turnbo Frank move ahead by meeting the needs of its clients.

“Our job is to help people put their best foot forward,” Florence said. “My mission for clients from big to small is to make their lives better.”
            In addition to serving his clients, Florence has a heart for making things better.  He plays an active role in giving back to his community, serving as two-time president of the Tulsa Press Club as well as chairman of the board for Tulsa’s LIFE Senior Services and a board member of the Tulsa Hispanic Chamber of Commerce. He also serves on the Oklahoma FFA Foundation and the College of Agricultural Sciences and Natural Resources’ Dean’s Advisory Committee at Oklahoma State University, where he earned a Bachelor of Science degree in agricultural communications in 1986. He credits much of his success to the experiences he had in the FFA.

“‘Living to serve’ – if we all approached life with that mindset, everything would turn out fine,” he said.

“I memorized the FFA Creed as a freshman, but it wasn’t until later it resonated with me,” Florence said. “‘It’s not what you say; it’s what you do. I want to do what’s right, even in the face of difficulty.”

The 43-year-old still cherishes the blue and gold FFA Student Handbook he received for being Alex FFA’s Star Greenhand in 1978; it is autographed by the 1978-79 Oklahoma FFA officers who were attended the chapter banquet where he received the honor. He said the skills he learned in FFA -- public speaking, thinking on his feet, how to run a meeting, the value of teamwork and work ethic – are skills he uses every day with clients.

Florence also enhanced his love for agriculture as an FFA member, showing Angus cattle as part of his supervised agricultural experience program.

“FFA is a great influence, even now,” he said. “Every time I’m around FFA it restores my faith in humanity and rural America.”

FFA has been in the Florence family blood for a while. His father, Vernon, was a vocational agriculture teacher, and his older brother, Stan, greatly influenced his decision to join FFA.

“When Stan came back from the Washington Conference Program in the summer of 1977, I could tell he was a changed person,” Florence said. “I knew I was in for a treat.”

Florence said FFA turned out to be everything he imagined and more. As a member of Alex FFA, he had two advisors: Kent Morris for his 1½ years and Tom Strickland for the rest of high school. He took his commitment to the next level following high school graduation. He served as Oklahoma FFA reporter in 1981-82 and as a WCP counselor in 1985, which he said was his most meaningful experience because of the chance he had to help FFA members one-on-one. Florence continues to serve the organization through judging speech contests and other activities. In 2006, he received the Honorary American FFA Degree for his dedication to the FFA.

“I took Becky Frank, our CEO, to the National FFA Convention with me so she could experience the energy I was always talking about,” Florence said. “She felt it at convention and was glowing for days.

“There’s a kinship with those who take advantage of telling the farm story,” Florence said. “You don’t encounter that many people with farming backgrounds in Tulsa.”

After dwelling in the city for several years, Florence now owns 12 acres in Wagoner County, just north of Coweta.

“I’d always suspected someday I’d want to move back to the country,” he said with a smile. “It provides a great balance after a long day, and there may be cattle in the future … Angus cattle.”