Fractional Communications + Operations

Your story
is in there.
Let's get it out.

Pilot Light Consulting helps mission-driven founders document how their business actually works and communicate what it's actually about — so the inside and outside finally match.

or just say hello →
Liz McDonald, Principal of Pilot Light Consulting
The difference

Most consultants start with the output. I start underneath it.

Before we touch anything external, I ask the questions most people skip: What are you actually trying to say? Who's it really for? Does how you're operating support that promise yet?

Those questions change what we build together. Clients come to me with a comms problem and leave with a documented operations foundation too — because nine times out of ten, the external mess is a symptom of something internal that hasn't been named yet.

Getting the outside to match the inside is the whole job.

How I work

Internal first.
External second.

The sequence almost always goes this way — even when you come to me with a comms problem.

01

Internal Communications Infrastructure

Building the foundation your external messaging has to stand on.

  • Brand voice & positioning documentation — Capture how you talk about your business so it's consistent across every context and doesn't live only in your head
  • Workflow design & SOP development — Map how communications work moves through your organization and document the recurring processes your team can follow without guessing
  • Internal messaging frameworks — Define how your team communicates internally: cadences, channels, escalation paths, templates
  • Client & team onboarding systems — Build intake, welcome, and kickoff workflows that establish your voice from day one
  • Operational knowledge capture — Extract the institutional knowledge that lives only with the founder and put it somewhere the business can use
02

External Communications & Messaging

Saying what you actually mean, to the right people, in the right place.

  • Messaging architecture & brand voice — Define how you talk about what you do so it's consistent, recognizable, and sounds like you across every channel
  • Copywriting & content development — Web copy, social content, email campaigns, launch materials — written to reflect the business you're actually building
  • Content strategy & editorial planning — Build a content plan grounded in your goals and actual capacity, not just a posting schedule
  • Launch & campaign communications — Plan and execute the communications that bring something new to market
  • Stakeholder & announcement communications — Draft and sequence high-stakes communications where the words really matter
Engagements

How we work together

Monthly retainers or scoped project sprints. Most engagements start with the Foundation Retainer and build from there.

Pricing depends on scope and engagement structure. Let's talk through what you need on a discovery call.

This is for you if

Sound familiar?

What you're putting out there doesn't quite sound like you.
Your operations live entirely in your head, and that's starting to cost you.
You have a real mission behind your business and you want people to feel it.
You've been pushing things out reactively and you're ready to slow down.
You want someone who's actually going to care about what you're building.
You need a strategic partner, not another person to manage.
Book a Discovery Call or just say hello →
Liz McDonald
About

Liz McDonald

Principal, Pilot Light Consulting

I've spent my career in organizations that had a real mission and not enough infrastructure to carry it. A veteran's student center. Federal workforce programs for farmworker communities. Building safety organizations passing decades of institutional knowledge to a new generation. In every one of those places, there was a story worth telling — and a gap between what the organization knew and what they could communicate clearly.

My English degree trained me to find the narrative in a mess of material. My career trained me to do it across sectors, for organizations that couldn't afford to get it wrong. I started Pilot Light Consulting because I kept seeing the same thing in small businesses: founders with a real why, flying by the seat of their pants trying to get it out into the world without the systems to support it.

I get genuinely excited about what my clients are building — not as a professional courtesy, but because when someone has a real mission, it shows. I want what they put out in the world to match that.

Background

Communications Manager, International Code Council
Senior Communications Associate, Star Cypress Partners
BA, English

Currently

Active fractional engagements in wellness, counseling, and small business sectors. Birmingham, Alabama area.

Get in touch

Let's talk about what you actually need.

A discovery call is where we figure out whether we're a fit — what you're trying to build, where the gaps are, and what working together could look like. No pressure, no pitch. Just a real conversation.