Rotorua local business Q&A: Jacky James

Shine PR is a small Rotorua-based public relations and communications consultancy with clients in the Bay of Plenty, Auckland and Wellington. Owned by Jacky James, it has recently expanded, moving into an office in the Clock Tower building in the CBD and taking on its first employee.

In a nutshell, what does your business do?

We work closely with clients to help them communicate effectively with their various stakeholders - including staff, the community, government agencies and many others. We use a range of different tools to achieve this, including social media, written material and the media. We have particular experience in issues management, where we help companies ensure they are communicating at the right time, with the right information to the right people and in the right way in the event of a major crisis or incident.

What inspired you to set up your current business?

I have freelanced as a communications practitioner on and off for the past few years, in between holding inhouse positions - most recently as the communications manager for the Bay of Plenty Police. At the beginning of last year, I decided the time was right to re-establish Shine PR.

What was the best business decision you have made?

Re-establishing Shine. I knew there was a gap in the market for the sort of offering we provide - I just didn't realise it was a gaping hole. I was incredibly fortunate to start working with some fantastic clients from the very beginning, right here in Rotorua, and we have gone from strength to strength ever since.

What was your worst business mistake (if any) and what did you learn from it?

Thinking I would have time to do the planning "later". We essentially hit the ground running and haven't stopped since, so a lot of systems and processes weren't in place for some months. Effective planning is absolutely critical and has been a priority for me ever since.

What do you see as the biggest opportunity for your business in the year ahead?

I firmly believe the "light at the end of the recession tunnel" is coming, and I think a lot of businesses, large and small, are also starting to sense that and are starting to plan ahead for how they are going to maximise the opportunities that will come with the next phase in our economy. We're looking forward to working alongside our existing and future clients to help turn those opportunities into reality.

If you could do any other job for a day, what would that be?

The Olympics Committee has been advertising communications jobs recently and I've definitely been taking a peek at those ... it's the wrong time for me now, but one day I would love to do the job I love at a major sporting event, such as the Olympics.

How do you maintain a healthy work/life balance?

I have to confess that has been on the backburner for the past 12 months, but is a real focus area this year - especially with needing to keep up with our two young boys. I did Ironman two years ago, but have done little since and my health and well-being has suffered as a result. I've recently signed up to a boot camp and am back into RATS winter training sessions. Exercise is a fantastic stress-release, which has benefits at work and at home.

What's the best thing about being in business in Rotorua?

Without a doubt, the fantastic people and our incredible culture. Those two things make Rotorua a unique place to do business.

If you were mayor of Rotorua for one day, what one change would you make?

I would offer free two-hour parking in the main CBD shopping precinct - town was absolutely humming when it was available leading up to Christmas. We have to make it as easy as possible to shop in our CBD as this has flow-on benefits to many other areas.