Leadership Spotlight: Linda Varrell
Linda Varrell is President/CEO of Broadreach Public Relations and a board member with The LifeFlight Foundation.
Being prepared is important, even critical, to success in most cases. It’s challenging enough to prepare when you know what to expect. But extend that challenge to an indeterminate number of possibilities, attempt to prepare for each situation you can imagine, and then execute one plan swiftly and precisely when your phone rings. That is essentially how LifeFlight of Maine must prepare for its mission. The phone will ring, that we know for sure, and the patient’s condition will be life-threatening. But, where the team will need to go, how they will get there, and what care they will have to provide is impossible to know ahead of time. The plan must be expansive, detailed, and actionable.
Linda Varrell, the President and CEO of Broadreach Public Relations and a member of The LifeFlight Foundation’s Board of Trustees, is an expert in developing and executing these kinds of plans. Early in her career, she spent nearly two decades in senior leadership at a publicly traded financial institution, where she oversaw a wide variety of major projects. She worked on communications campaigns, mergers and acquisitions, and crises of all sizes. She led teams on large construction projects and product development.
She also became an expert in managing crises, the exact kinds of situations that you hope never to face, are difficult to foresee, and are especially important to prepare for. The list of potential crises a bank could face is long, and Linda has planned for just about all of them — from major crises like IT breaches, embezzlement, hostage situations, and armed robberies, to more mundane challenges like HR issues or someone accidentally getting locked inside a vault. She has considered it all and she has seen and heard most of it. She is exactly the person you want on your side when things seem to be going sideways.
Linda Varrell; Photo courtesy of Broadreach PR.
In 2007, Linda left the banking world to start Broadreach. The firm has grown considerably over the years and expanded its services to support businesses of all sizes across industries. Broadreach helps companies tell their story, connect with their clients, and achieve their objectives. Linda and her team take pride in their candor and “can do” attitude. They are prepared to meet any challenge. They are curious, professional, and ambitious. They are aware of the formidable skills and expertise their team possesses, and their commitment to excellence leads to collaborations with other experts when that is the best course.
Broadreach clients include financial institutions, housing authorities, schools, breweries, athletic organizations, healthcare providers, and the US Navy. Among its many services, Broadreach specializes in crisis management and communications, and it’s here that Linda’s expertise and Broadreach’s services align most closely with LifeFlight of Maine.
“Our first priority,” Linda says, “is to bring that sense of calm. The key to effective crisis communication is preparation. Rushing actually creates delays, because you miss something. In the end, trust is earned in the calm, and it’s tested in the storm.”
Philosophically, LifeFlight and Broadreach could not be more aligned. The LifeFlight crew has an unofficial mantra borrowed from the military: “Slow is smooth, and smooth is fast.” In high-stress situations that unfold quickly and with much at stake, executing a plan calmly and professionally affords the greatest likelihood of success.
Linda and her team at Broadreach have helped LifeFlight think through its own set of potential challenges and develop a plan. LifeFlight of Maine is one of the best air medical programs in the country, but every medevac operation involves risk. Linda has brought her formidable experience to the table to work through some of those risks and develop a plan. The plan is expansive, it is detailed, and it is actionable.
“Linda has been an incredible asset to our organization,” said Kate O’Halloran, Executive Director of The LifeFlight Foundation. “As the CEO of Broadreach, she and her company have helped to take LifeFlight’s communications and brand strategy to a new level. As a member of our board, Linda raises the bar for what we can accomplish and is a constant voice pushing us forward.”
Linda joined The LifeFlight Foundation board in 2021. She has contributed generously to the organization both personally and through her extensive network and experience serving nonprofits in Maine. “When you join a board, it’s about time, talent, and treasure,” Linda shared. “Treasure is money. But it’s also connections, resources, expertise. I think I bring something different to every board I’m on.”
In addition to The LifeFlight Foundation, Linda shares expertise as part of the Forbes Business Council and is a board member with the Institute for Family-Owned Business. Linda is also the governance chair on the University of Southern Maine (USM) Foundation Board. She has previously served as chair of the USM Corporate Partners, president of the Maine Public Relations Council, public member of the Maine Board of Pharmacy, board member with Maine Youth Leadership, and adjunct faculty member at both Thomas College and USM. Linda is also a long-time affiliate board member for the Maine Press Association and is nationally accredited in public relations.
“Part of why we’re so fortunate to have Linda on our Foundation board,” said Joe Kellner, CEO of LifeFlight of Maine, “is that she understands our mission and appreciates what it takes to keep moving forward. We plan for the worst, hope for the best, and do everything we can for our patients. Our team is highly motivated, incredibly capable, and calm under pressure. Linda fits right in here.”
