Susan Elford - Small Business Sisterhood PodcastSusan Elford - Small Business Sisterhood Podcast

Susan Elford - Small Business Sisterhood Podcast

Susan Elford

Coaching & Consulting

Susan Elford is the President of two companies, Elford Communications and Susan Elford Coaching & Consulting as well as the Founding President of the Calgary Chapter of Lean in Canada.

Susan’s mission is to help women uncover their most fulfilling combination of work and life so they can confidently life joy-filled, purpose-driven lives and is particularly passionate about empowering women to design careers and businesses they love to work in. Susan believes fulfilling work is the secret behind effective work/life balance – or alignment — for many people. This is what led Susan to resign from her corporate communications job at a multi-national energy company almost 20 years ago to offer PR Consulting services to primarily not-for-profit organizations. Through her coaching business, Susan is a Leadership Coach and Small Business Mentor to women leaders who are designing, building and leading their small business with confidence, clarity and authentic communication.

Mother to two teenage daughters and wife of 22+ years to Rod, Susan calls Calgary, Canada home most of the year – although in pre-Covid days would often be found rustling up their next family travel adventure.

In This Episode…

[00:43] Introduction to Susan and her business
[06:08] Getting involved with Lean In
[09:07] Balancing what you do with wanting to give back
[14:47] Business that support causes
[22:38] Relationship based PR and marketing
[27:37] Traditional PR tools
[29:19] Lessons learned from starting out
[33:36] What’s coming up for Susan

Susan started her business 18 years ago when she became a new mom and realised how dissatisfied with the corporate work she was. She launched her business offering PR & Communications for Not-For-Profits, wanting to focus on businesses who were all in. 5 years ago she took her purpose one step further and started Susan Elford Coaching to help women build meaningful brands and businesses. She focuses on heart-centred business owners, helping them create a life and business that meets all their needs.

Susan’s built her businesses based around the idea that relationship building is the key to a successful venture. In this episode she shares how that belief came about, the steps she took to build her businesses and the relationships she’s built. She offers practical steps for how people can start to build business relationships, give back to causes they’re passionate about, and build a business based on caring about other people.


“I became more excited about why I was doing it than what I was doing. The why became something that I love talking about and helping people with.

“Enrolling people into your vision so you’re not doing it all is one recommendation that I would make.”

“PR is really about knowing what you stand for, knowing who you want to interact with and being authentic.”

Find Them on the Web…
Lean In Canada (Calgary Chapter)
PR Launchpad (free download)
Activate the Power of PR (course)
Virtual Retreat

Mentioned during this episode…

Lean In (Book)
Grounds & Hounds
Who Gives a Crap