Woman with glasses and dark blonde hair leaning over a vase of yellow sunflowers — *Photos by Karen Hibbard Photography.*

Years ago, I remember watching the movie “Romancing the Stone” and wanting to be Kathleen Turner’s character. Not the adventurer version, but the stay-at-home writer version.

It recently occurred to me that, since starting my own business two years ago as an independent public relations practitioner and freelance writer, that is what I have become. Messy updo, cat(s) and all.

I may not be writing romance novels, but I am helping nonprofits and small and large businesses tell their stories. And I love it.

Sunflower Communications officially opened for business on May 4, 2020, the day I filed with the Virginia State Corporation Commission to become a limited liability corporation. I didn’t realize it then, but the first week of May happens to be National Small Business Week. This year’s theme, “Building a Better America through Entrepreneurship,” celebrates the resiliency and tenacity of America’s entrepreneurs.

Somehow, Sunflower’s first anniversary passed by without me noticing. I thought I’d pause a bit to celebrate as I’m about to enter my third year of operating a small business full time.

Why start my own business?

In nearly two decades as a reporter, I was very much a generalist. I hopped from topic to topic, from story to story to story to story. It was exciting, albeit sometimes exhausting. Then I made the switch to nonprofit communications, doing that for about 11 years. I became more of a specialist, focused on the needs of a single nonprofit.

With Sunflower Communications, in a way I’m back to my generalist roots. I have the privilege of working with a variety of clients — nonprofits, small businesses, corporations and even a solopreneur like myself. The work is endlessly interesting, I am learning so much and I enjoy having the flexibility to choose projects.

Why Sunflower Communications?

Sonja sunflower seed packet with yellow sunflower next to it

Coming up with names is hard.

Some branding books I consulted suggested using your name in your business name, especially if you’ve built a bit of a reputation. My name has been around in bylines for decades now, from my days as a reporter for The Associated Press to my current gig as a freelance food columnist.

But I know it’s hard for some people to pronounce and/or spell both my first and last names. Especially here in southeastern Virginia, where I don’t tend to run into a lot of people with Croatian roots.

So instead, I decided to choose a simple name that would be easy to remember, pronounce and spell, and that also was meaningful to me.

I’ve long loved sunflowers. Sunflowers are joyful, strong and reach for the sun. They’re also tall, like me, so they can’t help but stand above the crowd — which is something I strive to help my clients do.

Also, there’s a variety of sunflower called “Sonja” that produces plentiful, big golden-orange blooms. Which reminds me: I need to place an order.

So many people to thank

I have been very fortunate throughout my career to have had many kind, generous, creative and thoughtful mentors and colleagues. The same has been true as I set out to operate my own business. I’d like to especially thank:

Sally Hartman, APR and Vincent Rhodes, PhD, APR for being among the first to reach out and hire me to write for their nonprofits
Solopreneurs Mindy Hughes, APR and Allison Bough, MBA, CFRE for offering so much great advice and teaching me by example how to be a business
Michael Gross, APR for sharing public relations business insights and some fantastic resources
Christine Brantley, APR and Courtney Muller, APR for their friendship, support, and laughter over many good meals
Patrick and Michelle Melchior, the talented duo behind Leather By Dragonfly, for putting their faith in me and becoming my first regular client
The Coven — you know who you are; please also know that you are amazing!

And of course, thank you to my husband, James J. Lidington, for always being there and for encouraging me to give this business thing a try.

By the way, if you’re wondering what all those “APRs” are about, here’s a little bit about earning the Accreditation in Public Relations.

Interested in working together to tell your story?

Clear, succinct storytelling is at the forefront of everything I do at Sunflower Communications. Articles, newsletters, annual reports, social media posts, media pitches, strategic communication plans — they’re all about sharing stories. People connect emotionally to other people.

I love crafting stories about real people doing amazing things or helping others to achieve their best. I can take a complicated topic and present it in a meaningful way that will help people understand your organization and what you offer. I also can help you discover outlets for your stories and ways to distribute them.

Could you use some help telling your story? Let’s talk!