Sue Rizello, Potion PR
My role at Potion PR is to head up this small but growing PR agency, which is part of a group of companies I’ve established, including Artistica, a luxury lifestyle shop with a successful online retail presence, and an art gallery. My primary role is to work with Potion’s client base, but I also manage the group and aim to make maximum use of resources across the wider organisation.
I began my career in large PR agencies and corporations but took a break to run my father’s sculpture studio, when he died suddenly in 2004. I took great inspiration from him and loved getting back to my creative roots. I wasn’t ready to go back to the restrictions of the corporate world, so decided to create the PR agency I had always felt should exist: one that’s honest with its clients; ethical about what business it takes on and works to make its clients’ lives easier - not harder!
One of the hardest things to get to grips with is here I’m not only a PR consultant but an IT manager, a facilities manager, a finance director, a Health and Safety officer – the list goes on. There’s a lot of juggling, long hours and concerns. However, its great fun buying for the shop; the business is hurtling towards breakeven far earlier than expected and I have the freedom to do what I think is right day by day. Although I don’t think I could ever work for anyone but myself again, our clients, who direct our activities on a day-to-day basis, keep me humble! I also get to bring the dog to work!
Advice I would give for anyone setting up their own business is to assume your costs will be higher and profits will be far lower than expected early on. Don’t be scared of working with friends - running my own business has given me the opportunity to work with several old friends. Many of the people who have come to work here have become new friends. It can be managed and is one of the greatest benefits, as long as you have the right approach. The freedom that comes from running your own business is priceless. The positive feeling of when something works and you’ve done it yourself is incredible.
Business networking has been incredibly useful; not just in terms of making new business contacts and friends, but in helping me to understand that I’m not the first or last to face the problems I encounter, which stops me feeling quite as alone. I’ve also benefited from a huge amount of best practice information available on the web, such as from Business Link.
In terms of my ambitions for the business, I want more international
work from bigger customers and brands whilst maintaining work for smaller businesses and entrepreneurs which is fun too. I want to keep building Potion
PR and its sister businesses to grow and establish a reputation for excellence.
