Articles

Member Spotlight: Lori Sussle Bonanni

In this member spotlight, we're pleased to shine a light on Lori Sussle Bonanni. She is the founder and Communications Consultant for elssus. She has worked with clients whose projects have been featured in the likes of Forbes and USA Today just to name a few. Let’s learn more about Lori in the interview below.

What initially led you into the field of PR?

When I applied to colleges, applications were on paper (dating myself here!). I remember spreading out the applications on the kitchen table to see what kinds of majors I could choose at each school. Through a process of elimination, Communications was always the winner. I decided I wanted to be like Angela Bower on Who’s the Boss (again, dating myself!). I earned a Bachelor of Arts in Communications with a Specialization in Advertising and PR from Rowan University in Glassboro, New Jersey.

After graduation, I left the country on a work visa and landed a job at an independent publishing house in London, England. When I returned to the States, I started my career in healthcare communications. I joined Shire Hall, later helping to rebrand the company as Shire Health, the newly launched US-based office of an established and successful European healthcare communications agency.

In the NYC office, I was one of four full-time employees. The work was fascinating – healthcare provider comms outside of the US. Because of our small size, I worked on assignments I would have never had the opportunity to do in an entry-level role in a larger agency. Four years later, the company was acquired by Ogilvy.

I have had an interesting career, you can read more about my professional journey here.

You founded elssus in 2012. What is the most challenging and rewarding aspect of being a business owner?

Most challenging / 

As an entrepreneur, I enjoy all the hats I get to wear. Some are just more enjoyable than others. It took a while but I now happily outsource areas not in my zone of genius, like bookkeeping!

Most rewarding /

I launched my business in 2015. In nine years, seeing my evolution is immensely fulfilling. I love where I’ve been, happy where I am and excited by where I’m going.

Referrals from current and former clients and former corporate colleagues are a large part of my business. These referrals speak volumes about the quality of my work and being the kind of teammate people want to work with. It is rewarding in and of itself.

When and why did you become a member of PRSA Rochester?

I had been a PRSA member in other markets and let my membership lapse. The majority of my client base is not local and I wanted to be more involved in the Rochester ecosystem. I am a member of several communities – both virtual and IRL – but none were PR industry-specific. It just made sense to join PRSA Rochester. 

What benefits, skills, or education have you received as a member?

In the Fall of 2023, Rochester hosted the PRxNE District conference which was very well done. Brava to the team on hosting a successful conference and Molly McPherson as the keynote was such a highlight.  I enjoy the content in Strategies and Tactics and have made a few connections after reaching out to some of the article’s authors. 

What do you love most about working in PR?

No one can call this a boring career! With the role we play in an organization, we learn SO much about SO much! I am a curious person and always have been. It aligns well with entrepreneurship and certainly a career in communications.

Did you know that 60% of clothing material sheds microplastics? Did you know just 30% of OBGYN residents reported having a menopause curriculum in their residency program? Did you know that many of the safety features in vehicles were created by women, i.e.; brake pads, turn signals and windshield wipers to name a few? Through the nature of our work, we are exposed to incredible information and data. We can be fun at parties or good at Jeopardy! 

A career in communications has the perfect combination of creativity, innovation and strategy. Storytelling is the core of what we do and being able to shape those narratives is exciting.

My primary focuses are tech and healthcare. In tech, I gravitate to B2B, SaaS and verticals applying tech to solve industry-specific challenges. In healthcare, I’ve partnered with clients spanning women’s health, medical devices and pharma.

And finally, I am confident that every media relations pro can say securing that top-tier press hit never gets old. My most recent hit in TechCrunch was no less exciting than my first hit a decade ago.

What does success mean to you?

Success, to me, is feeling fulfilled both professionally and personally. This includes financial stability, good health and work-life balance/integration. I incorporate my values that include transparency, integrity and authenticity.

As humans, what fulfills us will constantly change. I try to be the best mom I can be, do meaningful work and make an impact.

That said, it's always good to remember what RBG said about success, “You can’t have it all, all at once.”

What’s your favorite song or soundtrack for doing focused work?

It depends on what I am working on. The playlists Spotify curates are spot on and I have a few friends who are incredible at creating playlists for focused work. Sometimes I need to belt out a few songs before getting to work and other times, white noise or nature sounds do the trick. 

Tell us about some summertime activities you love to do in the Rochester area.

I grew up in the Philadelphia suburbs about an hour from the Jersey Shore so I need to spend time at the water during the summer. My mother-in-law has a cottage on Keuka so going there and getting out on her boat is always fun. Closer to home, I enjoy walking along the Erie Canal, going to the Secret Sidewalk for perfect Lake Ontario views and generally being outside and enjoying the sunshine! There are so many opportunities for live music throughout the summer. I especially enjoy the RPO Outdoors concerts.

I’m not originally from the area so I am still exploring and open to all recommendations! Please share your favorites!