The Art of Hospitality PR: Jessica Sneddon on Niching Down, the Boss You'd Want to Work For, and Why Specialising Is the Smartest Business Decision You'll Make

In this episode of Scale HER Up, I'm joined by Jessica Sneddon, co-owner and co-founder of Soundbite PR — an Edinburgh-based PR agency that works exclusively in hospitality, food tourism and food and drink production.

Jessica and her business partner Martha Bryce have built Soundbite from just the two of them into a team of nine, with around 30 clients across some of Scotland's most celebrated hotels, restaurants and producers. Their specialist approach has attracted clients including the Old Course Hotel and a host of independent restaurants, distilleries and food producers — and their staff retention is a quiet testament to the culture they've built.

This is a conversation full of practical wisdom — on niche, on growth, on what it really means to become the boss you'd want to work for.

We cover:

- What Soundbite PR does and why they only ever work in hospitality

- Why specialisation is the most profitable business decision you can make (their accountant's verdict)

- The state of the hospitality industry right now — and how the best operators are adapting

- Why PR makes the difference at a restaurant opening — and how you can still win without it

- What Jess has had to build to get here: a thick skin, a great co-founder and really excellent finance support

- The value of having a business partner — and what Martha does that Jess absolutely doesn't (hello, crisis comms)

- How Soundbite grew its team from four pre-COVID to nine now — and why their culture keeps people staying

- The nine-day fortnight and what genuine work-life balance looks like in practice

- Being the boss you'd want to work for — and the story that taught her exactly what not to do

- What's next: digital expansion, north of England, Northern Ireland, and a hospitality networking series

- Two must-do pieces of advice: outsource your finance — and do your tax return early

**Quote of the episode: "I wanted to be the boss I would want to work for." — Jessica Sneddon

Whether you're thinking about niching down, building a team, or wondering what kind of culture you actually want to create — this episode has something for you.