Komet Communications
PR Firm Celebrates 20 Years Helping Businesses Share
their Message
By Amy Morgan
Are you a small business owner? When was the last time you updated your collateral or your website? First it was SEO, now it's AI. Technology is changing so quickly; if it’s been more than a few years since you modernized, you might already be left behind. If you’re feeling confused, reach out to Leslie Komet Ausburn, owner of PR and marketing firm Komet Communications, to help you strategize and present a targeted, cohesive approach.
Although Komet Communications has been based in San Antonio for more than 20 years, Leslie works with local, regional and national clients of all sizes and budgets. She’s skilled at determining the best approach to meet the right audiences, a task increasingly complicated in today’s cluttered information landscape.
“It’s amazing how things keep changing at warp speed,” she said. “You have to be nimble and willing to learn.” Not that long ago, there were limited media outlets – TV, radio, print – the internet was new. “Now there are so many places you can tell your story – online, streaming, through earned or paid media – a client can get overwhelmed,” she continued. “You have to understand your ecosystem and go where you are most relevant.” Effective use of social media is so much more than just generating likes and clicks.
“Sometimes you don’t know what you don’t know,” Leslie added. “Are your posts growing the right audiences to move your business forward? Are your stories gaining traction? Clients are trying to run a business and rarely have time to manage all those things well,” she said. Leslie uses analytic tools to track data and cut through the clutter.
She manages her graphic design, photography and videography teams to ensure all messaging is strategically aligned, crisp and clear on differentiators, and enhanced by vivid graphics and pictures. Komet often creates videos for a live presentation or to post on YouTube or Instagram that “show instead of tell.” Leslie also arranges high-value opportunities for clients to interact in person.
Recently, Komet Communications helped a recycling company rebrand and update their web presence. Leslie produced a video for the home page that featured their industrial-sized machinery in motion to emphasize the company’s scale and professionalism. Then Leslie coordinated with the tech developer to make sure the back-end metadata was complete before bringing a client-ready product for review.
Leslie began her public relations work following a successful career anchoring and reporting television news. She graduated with a journalism degree from the University of Texas and obtained a master’s degree in journalism from Northwestern University, where she covered national news from Washington D.C.’s Capitol Hill. When the San Antonio native returned home after TV stints in Corpus Christi, Southeast Georgia and Dallas-Fort Worth, she worked at Kens 5, WOAI-TV News 4, and was part of the team that launched the 24-hour News 9 channel. The busy entrepreneur also produced a national radio show for household hints columnist Heloise.
Although her workdays started early, Leslie was able to be home after school with her three children (now in their 20s).
Leslie draws from her media background to advise Komet Communications’ clients on crisis communication preparation and response, an area critically important in today’s volatile environment.
“Every organization has things that keep them up at night,” she said. It could be a natural disaster or a data breach, embezzlement or violence at their place of business. Whatever the situation, Leslie can step in and help company leadership deal with the problem. She provides support from an outsider’s perspective without entangling emotions.
“You can’t prevent everything from happening, but you can be thoughtful about how you respond,” she said. “I feel good knowing I have the skills to help people at their most vulnerable. Rather than offer a knee-jerk, emotional reaction, we help clients communicate in a way that is authentic and transparent and shares what needs to be shared without unintentionally creating new problems.”
Leslie emphasizes the value of developing a crisis management plan in advance with all employees. “Any business needs to be ready for the ‘what if,’” she said. “Everyone is a reporter now. Everyone has a camera on their cellphone. It is so helpful to have a plan in place before the house is on fire. You still have to do the work should something happen, but at least you have a foundation for those initial steps.”
Leslie’s first official client in the early 2000s was San Antonio ice cream company, il Dulce Futuro, an early pioneer in the use of Splenda. Local ophthalmologist Dr. Michael Singer noticed many of his diabetic patients missed having the sweet treat. His vision was to create an ice cream that wouldn’t spike their blood sugar. Leslie was able to promote the product through national media outlets like the New York Times and the Today show. “I really appreciated Michael taking a risk with me,” she said.
Leslie feels most satisfied when her clients shine, but she’s collected a few trophies of her own. She was named the 2018 PR Agency of the Year by the Metro San Antonio Chamber and awarded a Tex Taylor Lifetime Achievement Award from the Public Relations Society of America’s San Antonio chapter. She also received Impact and Above and Beyond Awards from Vistage business development organization for her work helping companies navigate communication challenges during COVID.
Another meaningful campaign for Komet Communications has been working with The Ecumenical Center, which has provided trauma counseling to the Kerrville area community since the devastating floods last summer. “They are really unsung heroes,” Leslie enthused. She was able to help them communicate with compassion and care, field media inquiries, and manage social media and community requests. Leslie felt so strongly about their work that she nominated them for a San Antonio Business Journal Impact Award – and was thrilled when they not only won their award category but were named Non-Profit of the Year. She felt honored to be part of their work “in some small way,” and especially in memory of her mother, a psychologist, who started her mental health professional journey volunteering at the Ecumenical Center before pursuing her master’s and doctoral degrees.
As Leslie reflects on her two decades of business, she credits the support of her husband and three children, as well as the people she’s worked with. “We wouldn’t be successful if we didn’t have great clients and work with great people,” she said. Connect with Komet Communications and see why Leslie’s an expert at helping businesses tell their stories strategically and successfully.
