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Building Your Company's Reputation: Expert Advice from Lori Sussle Bonanni

When it comes to entrepreneurship and the world of communications, Lori Sussle Bonanni's journey is a fascinating tale of resilience, adaptability, and dedication. Recently featured on The Wild Feather Podcast, Lori, the founder of elssus, LLC, shared her insights, experiences, and the secrets behind her eight years of thriving as an entrepreneur in the communications consultancy world.




Lori's career path wasn't the typical one you'd expect from a communications expert. She embarked on her journey working at various agencies in New York City, including renowned names like Shire Health, DDB, Ogilvy Health, and NBC. However, her life took an unexpected turn when she took a sabbatical in South America. It was during this time that Lori's entrepreneurial spirit began to shine.


After returning from her sabbatical, Lori found herself picking up clients and freelancing to support herself. What started as a means to pay rent evolved into a full-fledged business. This period of freelancing ignited her passion for building and growing companies' reputations through strategic communication.


Intriguingly, Lori built her consultancy, elssus, LLC, from her mother-in-law's dining room table. She embraced remote work and the freedom it offered, years before it became the norm. This forward-thinking approach allowed her to operate from anywhere, a game-changing advantage that contributed significantly to her success.


One of the cornerstones of Lori's success has been her laser focus on the tech and healthcare sectors, with a deeper emphasis on B2B technology. By honing her expertise in these niches, she has been able to deliver unparalleled results to her clients, becoming an indispensable asset to them.


Valuable Startup Communication Tips:

During her podcast interview, Lori generously shared valuable tips for startups aiming to enhance their communication strategies:


1. Alignment is Key: Startups must ensure that their messaging aligns across the organization. Lori uses a questionnaire to identify and address potential messaging issues from the start.


2. Content Creation: Crafting and distilling founders' ideas into compelling content is one of Lori's strengths. She emphasized the importance of keeping essential assets like headshots and bios up to date for potential media coverage.


3. Engaging with Journalists: Building relationships with journalists in the startup's industry can be a game-changer. Lori recommended following, engaging with, and building lists of target journalists on social media platforms like Twitter.


4. Thought Leadership: Lori stressed the importance of continually working on thought leadership and not relying solely on major announcements. Startups should consider multiple angles for storytelling to maximize their visibility.


Choosing the Right Communications Partner:

One of Lori's essential pieces of advice for founders is to be cautious when selecting a communications partner. A red flag is when someone promises guaranteed press coverage. Lori advises founders to ask, "What don't I know?" and seek partners who offer strategic insights rather than unrealistic guarantees.


Empowering Startups with Power Hours:

Recognizing that not all startups can afford monthly retainers, Lori introduced "Power Hours." These sessions involve a thorough analysis, brainstorming, and the delivery of actionable to-do items that startups can implement themselves or with junior staff.


Lori Sussle Bonanni's podcast episode on The Wild Feather Podcast offers a treasure trove of insights for entrepreneurs and founders. Her journey from a corporate career to a thriving entrepreneur is an inspiring testament to what dedication and adaptability can achieve. Furthermore, her expertise in tech and healthcare communications provides invaluable guidance to those looking to strengthen their communication strategies.


Lori's success story serves as a reminder that effective communication is an integral part of achieving business success. Her passion for helping others and her commitment to delivering exceptional results have made her a trusted partner in the world of communications.


To discover more about Lori Sussle Bonanni and her consultancy, elssus, LLC, or to delve deeper into her insights, be sure to listen to her episode on The Wild Feather Podcast and connect with her through her website. Lori's journey is a testament to the power of resilience, adaptability, and the unwavering pursuit of one's passion in the world of entrepreneurship.



Keep your eyes peeled for more wisdom-packed episodes on The Wild Feather Podcast.


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