Christmas Spotlight: Katie Mallinson

As we near the end of a landmark year, following the gradual return to ‘normality’ post-Covid, we grab 60 reflective seconds with Katie Mallinson – founder and MD of Scriba PR - in an exclusive for the published group of online newspapers…

1. After a difficult time for many businesses during the pandemic, what was your primary objective at the start of the year?

Retention of both clients and staff – we have had a couple of brilliant colleagues move to pastures new in 2022, and while we have been sad to see them go, they are off on exciting new adventures and we’re happy to have been part of their journey so far. The Scriba adventure continues into 2023 with what we feel is the strongest team we’ve ever had. Our client base has had a strong retention rate and we’ve brought on some great new brands as well – so the year ahead is exciting.

2. Looking back on 2022, what have been the 3 biggest highlights for Scriba?

1. The relaunch of the Scriba brand – this was so important to us so we could build the next chapter of Scriba’s identity as we head into our 10th year in business. We wanted to have an identity that was a true reflection of our 18-strong team, not something that was a one-woman-vision only, when the Scriba story began.
2. The somewhat ‘unofficial’ launch of our ‘marketing director as a service’ offering – this isn’t something that we have officially broadcast to the wider world, but through word of mouth it has really taken off. In fact, we’ve won a new client – one of our largest yet – this November. They’ve invested in this service – and we didn’t even need to pitch! Watch this space for more information…
3. Our accolades achieved through Prolific North. This year saw us listed once again in the top 50 PR companies rundown, up to 22nd place – an increase of 19 positions from when we initially hit the list in 2019. We were also lucky enough to achieve 17th place on their fastest-growing agencies list, which we’re incredibly proud of.

3. And the most difficult challenge for your business?

The pace with which clients need our help. Practically all of our clients are facing their own shifting landscape, relative to their worlds, and it means that there is a need for them to lean on us more than ever. This is exactly the type of unswerving support we want to offer, but it does come with difficulties – striking the balance of helping everyone while still taking care of yourself. As a business leader, the same can be said when trying to be everything staff need of you too. I am proud of what the Scriba team has delivered this year – but I know that everyone is ready for a chance to recharge our batteries over Christmas.

4. If you had to sum up 2022 in one word, which would you use?

‘Spark’ – it might not mean a lot to many people, but during our rebrand we discovered that our spark is what makes us who we are. When our technical knowledge and expertise, and the deep commitment to our values (Scriba SOUL) come together, that’s the spark – it’s something pretty special.

5. What’s Scriba’s key goal for next year?

We’ve identified that our ‘marketing director as a service’ offering is truly key to our resilience in the upcoming year – so our goal is to really cement this within our portfolio. I believe that having the ability to demonstrate the strategic value of our work – beyond media coverage alone – will prove critical to us retaining our clients’ custom, especially as they tackle the upcoming economic difficulties that are dominating headlines at the moment.

This is not to say that we will only work with clients that have large retainers. We maintain that clients of all sizes – from all sorts of ‘weird and wonderful’ industries – really are the lifeblood of Scriba.

6. Name another northern firm that you hope will have an outstanding year in 2023…

Anello – a pizzeria close to my home in Slaithwaite. They have not been around for long, but they have an enviable reputation for not only their awesome pizzas (what’s not to love), and also care about the community, use local produce, and the team, as a whole, are wonderful. They have a really great identity and somehow even better food!

7. How do you think the regional business climate will fare overall?

I think that there will undoubtedly be organisations that batten-down-the-hatches and would probably be right to do so, but I believe, overall, we are a region of innovators and there will be companies already working on how they can do more with less. In every direction, regardless of industry, I see people investigating what can be done to keep their business relevant to their target audience in more frugal times, looking at how they can deliver even better value to their customers, and generally continuing to innovate to push new boundaries.

8. It’s perhaps the first opportunity to celebrate a ‘real’ Christmas post-Covid – what will it look like for you?

At home – we are starting our Christmas celebrations early with a trip away the week before the big day itself. We’ve got a packed calendar (anyone who knows me will not be surprised here) of family and friends getting together, in addition to the celebration of my daughter’s and my own birthday. Christmas may be a time to have a rest, but for me, that feeling of being refreshed is achieved by having plenty of fun with people I love to spend time with.

9. What’s the worst Christmas gift you’ve ever been given?

Not to sound ungrateful, but as a child born the week before Christmas, I would often receive joint Christmas/birthday presents. On the face of it, that doesn’t seem so bad, and it certainly doesn’t bother me as a grown up, but as a small person, I just couldn’t understand it! December babies everywhere will feel me on this, I’m sure.

10. Describe Christmas at your house, in three words

Loud, foody, together.