Today we’d like to introduce you to Lisa O’Neill.
Hi Lisa, we’re thrilled to have a chance to learn your story today. So, before we get into specifics, maybe you can briefly walk us through how you got to where you are today?
I studied journalism at the University of Texas at Austin with plans to go into the field. Magazine journalism – travel writing – was the dream. During that time, I also took a number of public relations courses and had a PR internship in Washington, D.C. that solidified my interest in PR versus journalism. One of the main reasons I followed the PR path was my interest in media relations and being a helpful, valued resource for both clients and the media. I’ve always loved getting a good, often undiscovered, story out for broader consumption.
My career began in Washington, DC where I had two very different and interesting jobs – the first with a public affairs firm with very conservative clients, then to the newly opened Hard Rock Cafe as their in-house PR/events manager. In both jobs, politicians were the stars, but at the Hard Rock, I was able to work more closely with a lifelong interest of music. I met everyone from Celine Dion to the Go Go’s to the E-Street Band (sadly, no Bruce). That role spurred my move to NYC where I eventually found a job with a record label in the publicity department – an eye-opening experience that, minus free CDs, showed how dysfunctional a team could be.
My personal life took me to Boston after nearly three years in NYC. It was a leap of faith for both love and work and turned out to be a smart move. The guy who asked me to move with him has been my husband of 30 years. And I worked at companies – a boutique PR firm, a newspaper company, and a larger PR firm – which not only quickly grew my PR skills but made me very adaptable as the digital world had arrived and was creating new frontiers at every turn.
During that time, I was personally impacted by the “dot com boom and bust” while working at a larger NY-based firm. Being laid off is a shock to the system, even if you sense it’s coming. It’s also a great lesson in resilience. After a few months, Newton O’Neill Communications was born, and I learned how much I enjoyed being my own boss and working with clients of my choosing. The timing was pretty good on the home front since we had our son around two years earlier so I could spend more time with him.
Fast forward to baby #2 and 9/11, two pivotal events that eventually led to a move back to Austin and my family of four. I initially maintained my small, Boston client roster at Newton O’Neill Communications, but soon looked for a new position in PR with a company that would help me become more familiar with the Austin/Central Texas market. I landed at an advertising firm where I spent a few years as the in-house PR department, primarily promoting the work of this fast-growing agency along with some consulting for a few agency clients. During this time, I met a lot of creative leaders in advertising, branding and marketing throughout Austin. From there, I landed at one of Austin’s oldest independent PR firms. This position was a fantastic growth experience where I was not only managing clients but challenged with new business development. Then, the recession of 2008, and I was again laid off. Two layoffs within seven years. Not pleasant.
At first, I looked around for job opportunities, but incredibly tough during a major economic recession. So, I updated my Newton O’Neill Communications (NONC) business cards, hit the networking path, polished up my LinkedIn page, and bit by bit, brought in clients. For a portion of the early NONC days, I worked with only one client, serving as in house PR for their Austin restaurants. Steadily, the roster grew and I brought in part-time help.
A few years later, I merged with another woman-owned lifestyle PR firm and changed the name to Breakaway Public Relations. That was in 2017. Another wonderful learning experience which resulted in new clients, new resources, new energy. Breakaway PR has remained much the same but also shifted a bit over the past 11 years. We grew our nonprofit roster and expertise while downshifting in the beauty/fashion and restaurant sectors. We’ve grown in travel/tourism and arts/culture. Travel is a personal passion and source of some of life’s best memories and growth experiences.
One other business adventure was born in 2021 when I opened Pure Barre SW Austin, a boutique fitness studio. As a huge fan of Pure Barre’s fitness method (low impact, high intensity, full body), I researched this opportunity as I was doing a lot of home Pure Barre workouts during Covid. Breakaway’s business had slowed, so I figured that if I could pull the financing together, why not branch out? Fitness has long been an important part of my world and I loved the idea of bringing this particular studio (a franchise) to SW Austin so my neighbors could benefit.
Owning a brick & mortar fitness studio with around 15 part-time employees and a daily push to bring in new members presented a major learning curve. I’m still learning! Fortunately, the Pure Barre corporate team provided a ton of guidance as did a few fellow studio owners. I wasn’t sure I would be able to successfully run two businesses, but almost five years later, Breakaway PR & Pure Barre are doing just fine. Both are extremely grateful for our clients and welcome new ones!
Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?
The career journey has had plenty of challenges over the past 30 years and there are sure to be more ahead. My prior response outlined a few of the struggles including two layoffs and figuring out next steps. There have also been a few instances of less-than-ideal job culture fits. You work hard, try hard, but if it’s time to move on, then so be it.
Being a new mom was certainly a challenge when my kids were pre-school aged. The fatigue alone often led to a drop in work productivity and motivation which is a struggle moms will always deal with.
As the owner of a small PR firm, new business development has been an ongoing challenge. There are times when referrals alone are top-notch, but they can unexpectedly dry up. Finding the time to seek out new business is difficult when working hard to deliver top results to existing clients, and handing that task off to a contractor is difficult unless that person comes from a PR background and understands our unique process and benefits.
Throw in the daily push for both new members and retaining current members at Pure Barre SW Austin and it can be exhausting. But, I have an excellent team at the studio – the two-business dance wouldn’t work without them. It’s rare to get a full day “off”, but these aren’t just jobs for me. Both businesses reflect so much of who I am and what I value, so I am grateful for the opportunity to keep up the good fight.
As you know, we’re big fans of Breakaway Public Relations and Pure Barre SW Austin. For our readers who might not be as familiar what can you tell them about the brand?
Breakaway Public Relations is an independent, woman-owned and operated PR firm that helps nonprofits, social impact organizations, and lifestyle brands build awareness, credibility, influence, and trust through strategic public relations.
We’re known for smart storytelling, strong media relationships, thoughtful strategy, and helping clients “break through the clutter” with clear, relevant messages to the right audiences/media channels at the right time. We deliver more than 30 years of PR experience and a highly personal, hands-on approach. All clients receive senior-level expertise and direction.
Every project begins with research and discovery. Breakaway develops customized PR strategies based on each client’s goals, audience, story, and marketplace.
It’s tough to set yourself apart in our industry of wordsmiths and spin doctors. The experienced agencies usually offer the same menu of services (ex: media relations strategy, outreach, brand positioning, community relations, influencer relations, reputation management); and larger firms usually offer an even broader service list.
Breakaway is not a one-stop marketing shop. So, it comes down to the people doing the work. We thrive in providing a more specialized, personal PR offering, and consider ourselves an extension of our client’s team—transparent, collaborative, creative, and results-oriented.
Pure Barre SW Austin is a full-body, low impact, often high intensity workout for everyone. It’s a fusion of pilates, yoga, and a touch of ballet. We have 5 class formats that focus on varying workout methods from weight training to stretching to cardio, but all include strength, core power, mobility and balance. Class sizes are small and teachers are highly trained to keep you save and engaged. Our SW Austin location is a vibrant, diverse community – join us!
Are there any apps, books, podcasts, blogs or other resources you think our readers should check out?
I’ve read a few business-related books & listened to some PR or marketing podcasts, but can’t point to any one or two that have really made an impact work wise. I find books, podcasts & other media more helpful in keeping life balance and providing escape.
I’m always reading a book. I loved a recent book, Maya Angelou’s “I Know Why the Caged Bird Sings.” I usually read fiction, although this was autobiographical. Talk about a story of rising above and resilience. So inspirational with beautiful language. Other top picks include The Help, Project Hail Mary, Educated (memoir), the Katherine Graham biography, Personal History; Under the Tuscan Sun by Frances Mayes always makes me smile.
Unwinding with good movie or TV/streaming show is a treat and sometimes provides work/life inspiration. A few streamers that come to mind include Ted Lasso, Succession, The Handmaid’s Tale, Slow Horses and Mad Men. Most podcasts I enjoy are either for news analysis such as NYTimes’ The Daily, or entertainment such as Amy Pohler’s A Good Hang.
Contact Info:
- Website: https://breakaway-pr.com and https://www.purebarre.com/location/southwest-austin-tx
- Instagram: https://www.instagram.com/breakaway_pr/ and https://www.instagram.com/purebarre_swaustin/
- Facebook: https://www.facebook.com/breakawaypr/
- LinkedIn: https://www.linkedin.com/company/breakaway-pr.com
