Ellie MacDonald is the founder and MD of MacComms, a Leeds-based PR agency
1: Tell us a little bit about your business and what makes it special
MacComms is a values-led PR, communications and marketing agency based in Leeds. Supporting entrepreneurial business leaders behind exciting and innovative businesses, we help raise the profile and credibility of companies, and the people behind them by gaining publicity, award wins and managing social media to support business growth. Having started the business in 2015 with just a few hundred-pound savings, I quickly grew it to a team of apprentices, recent graduates, interns and newly qualified PR professionals. Running a business based on treating people right was always my key driver but as it progressed, I realised my role was almost solely managing people and I wasn’t looking after myself and doing what I truly loved anymore. Two years ago, I changed the business model, employees moved on and I replaced their roles with freelancers, all of whom are director-level, self-motivated experienced PR professionals. This change has been hugely successful in gaining stronger results for our clients as I can now source experts with experience in particular sectors to suit the client’s needs. I also have a greater work-life balance, do more of what I love and our revenue continues to grow with more exciting ventures in the pipeline.
2: How would you describe your business culture and why is this culture important?
Even though the business model has changed, culture remains incredibly important to MacComms. All freelancers and suppliers are regarded as part of the team and they and our clients must be on board with our values which focus on passion, positivity, collaboration and friendliness. If you’re going to set up and run your own business, it has to be something you love and is run in a way which is aligned to you and ultimately makes you happy. I only work with decent, lovely people, something I’ve included in my terms and conditions with a clause that we reserve the right to terminate agreements early when our values aren’t matched, something I have implemented. I have gradually learnt how to identify clients who are the right fit early on, which, after five years, has led to a fantastic core group of long-standing clients which we work in partnership with.
3: What or who motivates or inspires you in business?
I find inspiration from many places. I have a fabulous mindset coach and liaise with fellow participants on her spiritual entrepreneur programme and I read lots of books around the importance of a positive mindset and the law of attraction. Working with a team of fellow entrepreneurs in my close-knit group of freelancers and our clients provides huge learning and inspiration, also. There’s always things to learn and my freelancers teach me different ways of utilising PR for business success (for example my digital PR pro Jess has taught me how to maximise gaining links in press coverage which continues to be hugely beneficial to businesses.) And, whilst our clients hire us for our PR expertise, I learn a lot from them, many of whom are seasoned entrepreneurs, and all of whom run their business with an ethical, people-first approach.
4: What are your business goals for the next five years?
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I’m confident the new business model is the most effective way of running MacComms and we have a strong offering so will continue to grow and support further businesses with increased freelancers added into our community. I’m also working on offering tools, techniques and online training programmes for younger start-ups to be able to manage their own PR which will launch at the end of the year. After five and half years dedicating my life to my company, work-life balance continues to be a high priority for me and now I am confident I have established something great which isn’t 100% reliant on me, my focus is also ensuring my personal life flourishes and I aim to have a family in the next five years, possibly creating the next generation of business leaders for my company!
5: Name one book every business person should read and why they should read it.
As mentioned earlier, I love a good positive mindset book and my favourite which lights me up is Jen Sincero’s “You are a Badass…” series. The one around money is particularly powerful and an absolute must-read for anyone in business.
