We are so excited to re-launch 'In Bed With...', Made Wright London's blog celebrating the most amazing women, that we utterly admire. From founders, to yoga guru's, to women kicking ass on socials and life, this space is reserved for the women that we want to hear all about.
We kick off the series with Rosie Davies-Smith, who after running her own agency for over a decade, founded PR Dispatch, a platform which powers in-house teams to become the PR experts, at just a fraction of the cost of a PR agency.
Rosie now lives in Kingsbridge, South Devon with her girls (3&4) and husband. Here, we delve into her world as a working Mum, founder, insomniac and PR expert.
Rosie, as a fellow working mum of two, I understand the juggling act involved in managing work and a personal life - the Mum guilt and imposter syndrome attacks, are real. How do you prioritize and balance your time effectively, between work commitments and personal well-being?
It's not been easy and I don’t feel I've nailed the balance but it’s definitely better than when the girls were newborns. We introduced the 4-day work week a couple of years ago and I love that allows me to have a flexible Friday. Sometimes I’ll spend our non-working day catching up with deep concentration work or I'll take the kids to gymnastics and sometimes do something for myself like a yoga or wellness session.
From Monday to Thursday between the hours of 9:30 and 3pm I'll have solid work time. Outside of those hours I work during the evenings and early mornings but only when required. The whole team now works remotely so I’ve found it easy to work flexibly around the kids without having to be in a fixed location or commute. The kids are 3 and 4 now so getting to the age where they want me to attend occasions at pre-school and I'm lucky that running my own business gives me the opportunity to be there.
We are in awe of your success and drive, and in particular how you have created a system to support small businesses through PR Dispatch. The journey isn’t always so straightforward though, we recently discovered that we both began our careers at the same fast paced highstreet powerhouse. Reflecting on your career journey, what pivotal experiences or role models influenced your career path, and entrepreneurial journey in PR?
My experience within the corporate world was very short-lived. After securing a high street HQ role I very quickly realised that that world wasn't for me and returned to interning to gain more experience.
I started an internship with an independent Knitwear brand called Lowie. I was meant to intern for 2 weeks and never left (they’re still a PR Dispatch member today).
During my initial 2 week internship I was given the task of PR. I was shocked at how straightforward it was to contact the press yet was hearing that PR agencies sold PR as a dark art. I started to realise that the traditional PR industry was fundamentally broken. E-commerce businesses were paying thousands of pounds to PR agencies not really understanding what they were doing. There was a general sense of frustration especially as brands could not connect directly with press through social media. I thought this could be done better and Bronwyn (design director at Lowie) was hugely supportive and agreed to become my first PR client.
I launched a PR agency (Called LFA - closed in 2022) that approached PR in an honest and collaborative way. We won many awards, clients loved us and we secured thousands of pieces of press coverage but I still had a niggle. Although we approached PR differently, we were still doing the PR on behalf of e-commerce businesses instead of them doing it themselves. Deep down I knew if they had the right insights and information, they could do the PR outreach themselves, better. If 10 + years and PR show me anything it's that those that are closest to the product (aka work for the brand), do PR best.
In 2017, I decided to test this theory. I set up a new website and behind a paywall offered press information and expert PR advice for e-commerce businesses to access. Unsurprisingly, it proved very popular and within a few weeks one of our subscribers had secured their first piece of coverage in the Metro. I set up a new limited company (separate from the current agency) and called it PR Dispatch.
Since 2009, I have never worked for anyone else and I'd say it's become part of my identity. There were so many people along the way (Bronwyn and all our other clients and PR Dispatch members) that trusted us to approach PR in a new way whether we were doing it for them through the agency or they were doing it under our guidance through PR Dispatch and I'm so grateful they did.
As a brand we are committed to personal growth and supporting wellness, and part of that is working on reflection and growth. What advice would you give to your younger self?
Your dyslexia is never going to hold you back from what you want to do
We’re curious to know — what aspects of your personal life are most important to you, and how do you prioritize them amidst the demands of your successful Founder & PR career? How do these priorities influence your decision-making and daily routines?
We relocated from South London to South Devon in 2020 on a complete whim. We didn’t have any connection to the area and had just come across a house we loved on Zoopla. We moved because we love the sea and wanted to bring our kids up with the opportunity to spend evenings after school on the beach and weekends on the water.
We’re just getting to the stage where spending a full day on the beach or nipping out on a paddle board is feeling easier with the girls (now 3 & 4). So when the sun is shining or the tide is up I’ll drop work (where possible) and get outside.
We often wonder about the village we are all told about, when raising a family… what has your experience been like and how has your network supported your entrepreneurial endeavours and growth?
Before we moved to Devon, I thought this ‘village’ was a myth. I love London but it’s sprawling and I had friends living 1-2 hours away in the same city.
We moved to Devon not knowing a soul and it’s been so easy to not only make close friends but to also find the ‘village’ I so desperately needed. I have a group of 14 girlfriends (mostly parents with similar aged kids) and they are beyond supportive. They’ll offer to pick up our girls if I’ve got a lot on and they look after them as if they were their own (and I’d do exactly the same for them). My husband works in London every other week but I never feel alone because I have this amazing group around me. I feel so lucky that any of us can raise our hand and say “i’m overwhelmed today, is there anyone to help” without any judgment.
Since the birth of your second child, you've mentioned struggling with insomnia. As a brand we advocate for sleep wellness through our range and choice of material, we’re keen to learn—how have you managed this challenge while maintaining your professional and personal commitments? What strategies or coping mechanisms have helped you improve your sleep quality?
For 3 years I’d go to bed 11 pm (ish) wake between 2 or 3 am not drifting back off until 6.30 am. The more effort I put into overcoming my insomnia, the worse the problem became. Chronic insomnia was crippling when it was at it’s worse and it affected everything - work, relationships, friendships.
I tried everything… And I mean everything, including mushroom teas, therapy, acupuncture, drops, CBD oil, sleep supplements, Kienology, antidepressants, sleeping pills, sleep restriction, new mattress, contraception removed - you name it, I tried it.
Overtime I dealt with a number of different factors that were contributing to insomnia including a traumatic birth and the guilt I was feeling when other people (including my husband) would look after the children - I was finding it so hard (2 girls, 13 months apart) that I thought everyone else would too. I had to completely reframe my mind - be kind to myself, slow down, understand I can’t do it all to cope with insomnia. I was honest with my team about the struggles I was having which gave me the grace I needed to sometimes say “today I need to step back” without feeling guilty.
My sleep still isn’t perfect but it’s better and this new, kinder to myself way of thinking will be ongoing for life.
With the ever growing awareness of toxicity, we are passionate about creating a non-toxic sleep environment. How do you manage your environment, and what changes have you made that are now non-negotiable?
I would love to say I have a very calm sleep environment but our nights usually include one (sometimes two) of the girls coming up to our room, my husband being booted out to the spare room and me waking with a little foot in my face.
Before we get invaded I usually have some sleep sounds playing, nice oils or candle and I have to say that one of the best investments I made when insomnia was at it’s worse was a Tempur mattress topper and Simba pillows. Game changers for comfort.
What advice would you give to aspiring entrepreneurs or small business owners, especially women looking to make their mark in PR?
My advice to eCommerce businesses is that the press wants to hear your unique perspective and story of how to have achieved what you have. Don’t shy away from sharing your journey, including the challenges, the successes and everything in between. Especially in the current climate, authenticity resonates deeply with audiences and builds genuine connections, which is so important in successful PR.
For those looking to make their mark in PR, be persistent and don’t give up. The path to success is rarely linear, speaking from experience! Setbacks are part of the process and for each challenge faced you’ll look back and realise how it helped to learn and be stronger. Use your network to build and nurture relationships within your industry and community. These connections can provide support, open doors to new opportunities, and offer advice that can be pivotal to growth.
Continuous learning is another key piece of advice. The PR world is constantly evolving. Stay informed about industry trends, emerging tools, and strategies. This knowledge will keep you ahead of the curve.
And finally, we strongly believe in affordable luxury, everyday - how do you treat yourself and indulge, and what is your ideal rest and recoup routine?
My closest friends live in South Portugal so I’ll try and get out to see them 2-3 times a year. I’m learning Portuguese and there is nothing better than early evening sitting in a snack bar by the beach in the fishing village they live in and listening to my Portuguese lesson, making notes whilst enjoying a glass of wine.
When I’m there, I have no responsibility (I usually go alone) or a rushed schedule. I’m doing something that isn’t childcare or work (which is 90% of my time at home). I have time to think and reflect and come back refreshed. For me, there is no better rest or recoup.
