Dear Friends,

It sure has been a tumultuous spring around the country and the world. “Life changing” is no overstatement. At Breakaway, we’ve adapted quite well – and at our own pace – to the new restrictions, then loosening of restrictions, while learning much along the way. Our work, love of nature, pets, friends, family and desire to make a positive difference, unites our small but mighty team.

The civil unrest due to the brutal death of George Floyd has certainly rocked our world. Regardless of our team’s varying ages and upbringings, along with our commonality as women of white or hispanic heritage, we are outraged and eager to be the change we want to see.

For better or worse, this horrible tragedy has created the tipping point long needed to inspire honest discussions and meaningful actions. Racism extends beyond police brutality; it’s an illness with deep roots in our society that requires a widespread shift in attitude, plus action, to cure.

Making lasting change requires a commitment to self-awareness, self-criticism and regular self-examination. We must do this at every level of society. A wise man once said it is always darkest before the dawn. Let’s work hard together toward that sunrise.

– Lisa and the Breakaway team


Photo courtesy of We Are Blood

Client News of Note

Keeping Up with Convalescent Plasma

Convalescent plasma contains antibodies for a particular disease and is currently being drawn from recovered COVID-19 patients. Results are promising, and the FDA recently initiated convalescent plasma as a treatment for severe cases of COVID-19. As of June 15, We Are Blood, the blood bank of Central Texas, has seen more than 150 qualified donors and sent donations out to over 230 patients at local hospitals. More convalescent plasma donors are needed to keep pace with increased COVID-19 cases and hospitalizations in recent and coming weeks.

Recovered COVID-19 patients are encouraged submit for qualification here. And remember, your community blood bank always needs an active donor base to ensure a stable blood supply. If you live in the Greater Austin area, please set up an appointment here.


Photo courtesy of Texas 4000 for Cancer

Texas 4000 Rides On!

The Texas 4000 for Cancer 2020 summer ride has gone virtual due to risks related to COVID-19. Rather than embark on the annual 70-day ride from Austin to Alaska, the team of University of Texas at Austin students are hosting a virtual ride May 29 through June 26, 2020 to continue their mission of sharing hope, knowledge and charity in the fight against cancer. Texas 4000 is broadcasting live daily, and invites the public to join the team, staff, doctors, alumni and special guests as they share ride dedications, feature stories of riders, individuals, families and other organizations engaged in the fight against cancer. Visit to learn more; catch daily live streams on Texas 4000’s Facebook page.


Photo courtesy of The National Museum of the Pacific War

National Museum of the Pacific War Navigates the “New Normal”

The National Museum of the Pacific War in Fredericksburg, TX has been undergoing a measured reopening plan since May 15, after almost two months of closure. Currently, the Museum has increased the frequency and number of visitors to offer self-guided, timed admissions. Reservations and advanced ticket purchases are required to reserve one of the 12 admission times available between 9am and 2:30pm, Wednesday through Sunday. The Museum is closed Monday and Tuesday for disinfecting. Tickets can be reserved on the NMPW website.

Early in the COVID-mandated closure, NMPW launched new online programming to make its many amazing resources and stories of WWII in the Pacific available to visitors near and far. One of the Museum’s newest series, Nimitz Minitz, is geared towards ages 7-13 and posted weekly. Highlights and Insights of the Pacific War, a documentary style series, focuses on a particular aspect of WWII in the Pacific and explores specific Museum artifacts. Both series are super informative and free on NMPW’s Youtube channel.


Photo courtesy of Blue Norther

ATX’s Very Own Hard Seltzer: Introducing Blue Norther

Just in time for summer heat, Blue Norther Hard Seltzer is born and brewed in Austin. This all-natural seltzer is made with real fruit juice and organic agave to create flavors inspired by Texas fruits. Find a can or six at HEB, Whole Foods, Royal Blue Grocer and Wheatsville Coop to name a few. Cheers to great Texas taste!


It’s National Pride Month!

Don’t let COVID-19 outshine your pride. Austin Pride is cancelled this year, but there still are many opportunities to celebrate in June. Check out this calendar of Pride Festivals in Texas for a list of upcoming events around the state. And, it’s updated to include COVID postponements, cancellations and virtual changes. Or observe Pride Month by taking an online workshop with TGA’s Thee Learning Factory.


“The ultimate tragedy is not the oppression and cruelty by the bad people but the silence over that by the good people.” – Martin Luther King Jr.


Enough is enough. Now is the time to act. We’ve made a list of petitions, funds, educational resources, protesting tips and ways to support the Black community in the fight against racism and police brutality. Act now.


Breakaway’s Latest and Greatest

Check out Breakaway PR’s latest blogs, including Q&A’s with industry experts Angela Arnold and Melanie Warner, a guide to staying golden in the public relations arena, and an inside look at what it means to be a Breakaway intern straight from the source.


Meet Our New Intern, Erin Eckert!

Erin is a communications student at Trinity University. Having worked for Austin non-profits like Girlstart and Make-A-Wish, Erin believes interning at Breakaway Public Relations perfectly blends her studies with her drive to serve her community. In her free time, Erin enjoys going on runs, cooking, and playing board games.



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