Tapping into the Power of a Niche Market with Julie Lawless

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Dec 8, 2025

In this episode, Julie Lawless, a communications leader in animal health, shares her journey from corporate roles at Nissan and Mars Petcare to founding her own firm, Lawless Comms. She discusses the power of specializing in a niche, highlighting the market opportunities in animal health. Julie elaborates on proving PR ROI to clients, pivoting from hourly billing to retainers, and nurturing proactive team leaders. Embracing AI for efficiency, she emphasizes the importance of networking and relationship building in a competitive landscape.

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ANECDOTE

From Farm To Pet-Focused Comms

Julie grew up on a cattle farm and moved from TV reporting into corporate communications with brands like Nissan and Mars Petcare.
Her passion for pets and experience at Mars Petcare and Elanco led her to found Lawless Comms focused on animal health and agtech.

INSIGHT

Niche Expertise Creates Barrier To Entry

Niche focus in a highly regulated, small industry creates a blue-ocean advantage with few true competitors.
Deep regulatory and industry knowledge becomes a barrier to entry that outsized firms often lack.

ADVICE

Prove PR With Short Pilots

Run pilot projects for startups to demonstrate PR ROI quickly and build investor interest or partnerships.
Use targeted PR activities and measure early wins so founders can see tangible reputation and funding impact.

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Have you ever wondered what happens when you stop trying to serve everyone and double down on one niche you know inside out? That's exactly what Julie Lawless did. From corporate comms for brands like Nissan and Mars Petcare to running her own firm in animal health and AgTech, Julie has built a business that thrives because it's focused. In this episode, we unpack how she made that shift, moving from hourly billing to retainers, building a standout reputation in a small industry, and leading a team that runs smoothly without her in every single detail.

If you've been thinking about specializing or tightening your focus, you'll take a ton of practical insight from this one. Enjoy.

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With over two decades in corporate communications at Elanco, Mars Petcare, and Nissan, Julie Lawless is a proven leader in strategic communications. A Pet Age "Woman of Influence," she notably managed Elanco's IPO and the landmark acquisition of Bayer Animal Health. In 2022, she founded Lawless Comms to provide purpose-driven counsel in M&A, crisis, and ESG communications to the animal health, veterinary, and food production industries, leveraging her deep expertise to make a positive impact.

Connect with Julie Lawless: https://www.linkedin.com/in/julielawless/

Discover more about Lawless Comms: https://www.lawlesscomms.com/

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