Kirsty Smallman is the managing director at J&PR Ltd in Wellington. She's been with the company for 14 years after joining forces with her former colleague Rhea Alton and says they've proved that friendship and business can work.
IN ONE SENTENCE, WHAT DOES YOUR JOB INVOLVE? Managing the team, developing and growing the business, networking and delivering our range of PR and social media management services and training courses too.
HOW IS YOUR JOB IMPACTED BY FLUCTUATIONS IN THE ECONOMY? The economy obviously impacts on budgets of all businesses and those budgets determine the services they buy in. However, we have been extremely fortunate over the years as the majority of our clients, even during Covid, recognised the importance of marketing (and hopefully the value of the service we provide) and protected that element of the budget.
WHAT’S YOUR VIEW ON HYBRID AND FLEXIBLE WORKING - IS IT STILL NEEDED, OR PRACTICAL? I am extremely passionate about the need and benefits of time together in the office - eight heads are certainly better than one!
We asked our team what they wanted post Covid and it was a resounding “yes” to having an office. However, we have always offered flexible working for parents and grandparents and for all of our team members to support their families and for any other needs, so that has never changed.
Our return to the office after the lockdown, which was a hybrid working arrangement, was also very flexible but we found our team members were often in and out on different days and we were heating an office for just a few, so we went to a four day office-based week with everyone working from home on a Friday and we have recently introduced a second working from home day too.
I worry for young people and their mental health as we see and hear about so many who only want full time working from home roles. You learn so much in an office, sharing time and space with those who have been in the industry for many years. Also it’s about sharing more than just work related knowledge and expertise, it’s about having a sounding board and support for the ‘journey of life’ too.
WHAT IS THE IMPACT OF ARTIFICIAL INTELLIGENCE ON YOUR BUSINESS? Hugely positive for our clients and for our business too. The various AI softwares and capabilities are making processes and tasks more efficient, meaning we can do more in our time and for our clients. I think all businesses would say they are utilising it to be more productive and efficient.
We have been shouting about the importance of authentic, credible content and having your own brand voice for 14 years and it has never been more important than it is now for the world of AI. We are now working with clients to create AI optimised content and ensuring their voice and their story is stronger than ever. Our training courses also include AEO and GEO training to ensure AI is finding the right content for those businesses and organisations.
HOW DO YOU HOPE YOUR COLLEAGUES WOULD DESCRIBE YOU? Kind, approachable, hard working and supportive. (Well, that’s what I hope!)
YOUR GREATEST STRENGTH IN THE WORKPLACE? Support - it’s a long-standing joke that everyone comes to me with any problems! I’m the hugger!
BIGGEST CURRENT CHALLENGE IN YOUR JOB? Always the same challenge - the love of delivering the work for clients and the need to be managing and growing the business. I love all elements of the business and definitely enjoy the juggling act.
YOUR PROUDEST ACHIEVEMENTS? On a personal basis, it’s got to be my family - our boys and the life my husband and I have worked hard to create for them. Hopefully they will look back on their childhood and think “mum and dad did well!”
On a professional note, it’s got to be J&PR. So many people told us our friendship wouldn’t last once we became business partners - and they were wrong! We are both very different and that works well - we are both exceptionally proud of the team we have created past and present. We have been the starting block for so many amazing careers by taking on work experience students and apprentices.
PET HATES? Rude people!
IF YOU COULD GO BACK AND GIVE YOUR YOUNGER SELF SOME WISE ADVICE, WHAT WOULD IT BE? “Let them” - if you know, you know!
Don’t put the pressure on yourself - failure is okay! I am a little bit obsessed by this now and stress to our boys that their exams are important but won’t define their future. “Happy, healthy and hardworking” is my motto!
HOW DO YOU RELAX AWAY FROM WORK? Fitness. Indoor rowing (I’m indoor rowing a marathon distance - 42,195m - in July!) and golf is my latest hobby - I enjoy the company, the conversation, the countryside and fresh air and if I hit the ball then that’s a bonus! Also I love cycling and walking - anything to stay fit.
FAVOURITE THING ABOUT SHROPSHIRE? The variety - from the town to the countryside and anywhere in between. We are so fortunate to live and work in such a beautiful county.
SOCIAL MEDIA PLATFORM OF CHOICE? Facebook on a personal level and LinkedIn for business.
FAVOURITE MOVIE AND/OR TV SHOW? Mmmm sorry but The Greatest Showman - I love everything about it.
EARLY BIRD, OR NIGHT OWL? Definitely night owl - in the early days of the business when Rhea and I both had young children, we often had calls with each other very late at night or even in the early hours! We’re not sure how the husbands really put up with us in those early days! I still love working late at night now and that’s the joy of self employment.
DREAM DINNER PARTY GUESTS, DEAD OR ALIVE? Queen Elizabeth II, Kylie and Jason, Jill Dando and Freddie Mercury. Eclectic I know!
TELL US SOMETHING ABOUT YOU THAT MOST PEOPLE PROBABLY WOULDN’T KNOW I won the Scottish Taekwondo Championships while at university.
AND FINALLY . . . WHAT DO YOU THINK THE NEXT 12 MONTHS HAS IN STORE FOR YOU, PROFESSIONALLY AND PERSONALLY? Fun I hope on both levels! We’ll keep going despite the challenges of running a business and I’m looking forward to making more memories with our boys as they are growing up too fast!
