Embarking on our tenth year in business

Charlotte:

As we enter our tenth year, I might have a few more wrinkles (we'll call them smile lines) and grey hairs (slivers of wisdom), but one thing remains certain: partnering with Kirstie and Eve was the right decision. Together, we've built a business we love, work with clients we love, and deliver services that we love delivering.

It's difficult to single out one highlight, but launching a lottery-funded online British Sign Language platform stands out. We had a target of reaching 1,000 users in the first year, we surpassed 10,000 (visit www.doncasterdeafsign.org.uk if you'd like to give it a go). The development of our media training and crisis scenario testing are an area I’m particularly proud of, these make a tangible difference to businesses' crisis preparedness. Perhaps most meaningful, though, is that many clients who trusted us from day one remain with us today. This exceptional retention reflects the strong relationships we've cultivated along the way.

Regarding lessons learned, COVID-19 was a profound teacher. It taught me the value of flexibility and the importance of highly targeted communication as we discovered new ways to reach diverse community segments. When isolation became mandatory, technology grew increasingly vital, and resilience became our mantra. Though small, our team worked diligently to support clients throughout the pandemic—for some, this meant helping with temporary closure communications and pausing contracts while simply being present; for others, it involved completely transforming their services with robust internal and external communication support. While the world changed dramatically during that period, the lessons I gained will last a lifetime.

Eve:

Ten years, I can scarcely believe it! From an acorn of an idea to nearly a decade later and a profitable business with lovely clients and fantastic business partners to boot, not sure I could ask for more really.

Looking back, it is probably this aspect of things that I am most proud of. The desire we all had as business partners, but most importantly friends, to create a company that not only did things differently in terms of the PR service we provided but also worked for us with regard to our own work/life balance.

As a busy mum of three teenagers, the juggle of daily life of course remains and there is no denying that self-employment is not always easy, but what it has given me is a level of freedom and the ability to create my own path that I do not think I would have got elsewhere. And that is something I am very proud of, and grateful for.

In terms of work highlight, the opening of Gulliver’s Valley in Rotherham – Gulliver’s fourth UK resort – back in 2020 really stands out. Opening a theme park in the middle of a global pandemic was not ideal but it was exciting and brand new and to be honest a PR person’s dream!

I also enjoyed the work we did with the British Tinnitus Association (now known as Tinnitus UK) to help promote their incredible work supporting people with tinnitus across the country. Speaking to those patients whose lives had been greatly impacted by the condition was difficult at times but it also reminded me of the positive impact a strong communication strategy can have in helping to tell the stories of people who want their voices heard. Essentially, that is what PR is all about and why we do what we do.

Kirstie:

How quickly nine years has passed. With Sidekick entering its tenth year in business, it feels slightly surreal. So much has happened in that time, both personally and professionally for us as a company. We've learnt so many lessons along the way - from quickly working out who we do and don't want to work with and gaining the confidence to stick to that, to learning how to adapt to the post-pandemic world and all that's come with it, ensuring our clients are supported in the best way possible, no matter what the world throws at us.

I've got so many highlights from along the way, from reopening the Crowne Plaza Leeds following devastating floods, to launching Pete McKee exhibitions in Sheffield and working with celebrity chefs through our work in the food and beverage world to name just a few.

We set out to operate strategically as a PR agency, working to achieve tangible results for our clients and that's something I'm very proud to say we continue to achieve every day. Hearing businesses we work with tell us that they've seen an increase in product sales, booking enquiries or, for charities, a spike in donations as a direct result of the PR strategy we've put in place never gets old and proves testimony to my belief that when delivered in the right way, PR is a real superpower! 

None of this would have been possible however, without building a business around the right people. We're a very close-knit team at Sidekick and I believe wholeheartedly that has been a key reason for our business's success. We challenge each other's thinking, we support one another both personally and professionally, and we have each other's backs at all times. If a business decision doesn't feel right for one of us - it's not right for us at all.

With the world continuing to change rapidly around us, who knows where we'll be in another ten years' time, but for now, I know we've got each other and our wonderful, loyal client base, who make every working day a real pleasure. Thank you!