We recently connected with Lisa O’Neill and have shared our conversation below.
Alright, so we’re so thrilled to have Lisa with us today – welcome and maybe we can jump right into it with a question about one of your qualities that we most admire. How did you develop your work ethic? Where do you think you get it from?
I’m the daughter of two entrepreneurs/business owners. Growing up, I sometimes resented how often they worked, but as I grew older – and I mean middle and high school – I realized that they actually did a good job in balancing work and family. Yes, both parents, especially my dad, would often work 7 days/week, yet it wasn’t all day and I admired their ability to be the master of their schedules. I also quickly appreciated the benefits of their labor such as wonderful vacations, shopping trips and college tuition fully paid. That said, I recall some tighter times when the family was told to put a few “wants” on hold and live more frugally.
And, even though they worked hard and often long hours, they seemed to genuinely enjoy their careers. They were both the children of very hard-working parents, so it’s clear that children learn by example. Yet at the end of the day, we work to live versus live to work.
Thanks, so before we move on maybe you can share a bit more about yourself?
I’m a 30+ year public relations professional, with experience in a wide range of PR roles for a wide range of businesses. What began with a journalism degree and interest in all things media easily translated to a public relations career in Washington, D.C. I was lucky enough to have two very different and exciting PR jobs in D.C. – one more politically focused and the other in hospitality/entertainment. From there, I followed by interest in the music business to NYC, working for a brief time in the publicity department at Capitol Records. It was exciting to promote a range of artists that I personally loved, however, I also witnessed a very unprofessional side of the entertainment industry. So, I left. My love interest (and husband of 26 years) moved me to Boston where I enjoyed a 10-year career including stints at a small, lifestyle PR firm and in the marketing department of a community newspaper group. Those experiences provided such a wealth of knowledge working with everything from internationally-recognized brands (Vidal Sassoon, Ritz Carlton Hotels) and nonprofits to the inner workings of a newspaper company at a time when the internet was changing how we published and worked with advertisers. I also experienced my first layoff during the dot-com bubble burst in late 2000. That’s when I began my PR business out of my home representing a handful of lifestyle clients such as restaurants and an online educational company.
We relocated to Austin in 2004 and I continued to run my PR firm remotely which wasn’t as easy as it would be today. Within a few months, I found a PR position at a local advertising agency which provided valuable insight to the various elements of branding and media planning/buying. Fast forward to late 2008 and I experienced layoff #2 at a PR/public affairs firm. That one hurt even more than the first. However, I knew I could make it on my own, so I once again put up a shingle and started my own firm in 2009. Even though we were in a recession, my firm steadily grew as I focused on small businesses and still do.
I (Newton O’Neill Communications) merged with another small, independent PR firm in 2018 and became Breakaway Public Relations. We are a consumer-focused firm working with Central Texas clients or regional and national businesses entering the Central Texas market. We’ve experienced times of both rapid and slow growth, but we’ve always represented amazing clients who offer valuable services or products to the community. Along the way, my interest in sustainable practices/environmental responsibility has rapidly grown and it is a core mission of our firm. Breakaway PR represents a range of industries which is wise when tough times such as Covid come along, but our current goal is to become more streamlined and focus on sustainable, social impact businesses only.
Oh! I also bought and opened a Pure Barre franchise in 2001 because of my passion for both their unique, highly effective and safe workout along with my life-long commitment to physical fitness. This business has taught me so much about digital marketing, managing (larger) teams, the sales process, etc. while reinforcing the value of PR. And even though it is my business, it’s also one of my greatest sources of self care.
There is so much advice out there about all the different skills and qualities folks need to develop in order to succeed in today’s highly competitive environment and often it can feel overwhelming. So, if we had to break it down to just the three that matter most, which three skills or qualities would you focus on?
Sorry, I have more than 3! When I look back, it’s obvious that resilience and belief in self are of utmost importance when working for others, and ESPECIALLY when operating your own business. Among soft skills, I’ve also learned to trust my gut. It has never led me astray. Another very important quality is the ability to work with hard-working, curious, smart, adaptable people, whether you hire them or work for/with the individuals.
As for skills, in a PR career, my journalism education was hugely beneficial. I can write clearly, concisely and distill more complex issues into layman’s terms. It has helped me understand both the media’s value in our society and their needs in a working relationship.
To close, maybe we can chat about your parents and what they did that was particularly impactful for you?
My parents built the basis of my self confidence and ability to take risks. They made it clear that they believed in me; allowed me to try new things, travel afar to experience new cultures and trusted that even when taking a leap of faith a few times in my post-college career, that I would succeed.
Contact Info:
- Website: https://breakaway-pr.com
- Instagram: https://www.instagram.com/breakaway_pr/
- Facebook: https://www.facebook.com/breakawaypr/
- Linkedin: https://www.linkedin.com/company/breakaway-pr.com/
Image Credits
Manny Pandya Photographer for my headshot
