Principal consultant Helena Ranger recently sat down with Emma Hartland-Mahon, Managing Director and UK Founder at J/PR, and Sarah Richards, Managing Director UK at J/PR.
With over 15 years of experience, Emma is a global force in the luxury PR industry and founded J/PR’s first international flagship in London, which in under two years of opening, was a finalist in the PR Week Awards for Best New Consultancy. Sarah has established herself as one of the youngest female leaders in luxury travel PR in London, having started her PR career aged 21 at Belmond, formerly Orient Express.
Hear their expert insight on what makes a good leader, how the comms industry is changing, and more below:
One of the most important qualities right now is the ability to empower your team and create a strong, positive culture. That’s something we’re really proud of at J/PR.
Being present is a big part of that. We built our company culture around an open-plan office, where the leadership team sits just a metre away from everyone else. It means people can shout across the room, jump into group brainstorms, or quickly tap into what others are working on — it fosters real collaboration.
We also believe in leading by example. If you want your team to be out there networking, hustling, and showing up as their best selves, then you have to show that you’re doing the same.
Another key piece is mood contagion — the energy you bring into the office every morning sets the tone for the day. Even when things are tough, it’s important that leaders can show up with positivity and resilience. That kind of attitude makes a real difference.
Clients are increasingly looking for integrated support — not just traditional media relations. We’re now an extension of their in-house marketing teams, advising on everything from brand positioning to hiring decisions. The remit has expanded to include strategy, content marketing, and general consultancy. We’re embedded in their day-to-day.
Post-COVID, we wondered whether things would return to how they were — but in the UK, at least, we’ve seen a real resurgence in face-to-face networking. There’s a strong appetite for in-person meetings again, which is how the vast majority of our business is done.
Traditional media is now just one slice of the pie. Some of our clients aren’t focused on press coverage at all — they’re prioritising partnerships with smaller but highly influential creators. We call them “affluencers” — tastemakers, trusted voices, key opinion leaders.
In fact, I’m in three brand partnership meetings today, all with female founders and not one with a journalist. That shift speaks volumes. Clients want direct access to engaged networks. Social media offers that in a way traditional media doesn’t — if you’ve got ten influencers posting about your hotel, you know you’re reaching the right audience instantly, with measurable impact.
That shift means we’ve had to become much more agile. It’s a constantly evolving landscape. We have a dedicated team of 20 who are constantly building relationships with emerging influencers. And when we host events, we make sure they’re strategically leveraged: we’ve got photographers on-site, images sent out instantly via WhatsApp, and follow-ups to drive maximum exposure.
Every pitch we put forward includes both media relations and a tastemaker strategy. You simply can’t do one without the other now. And with platforms like TikTok continuing to rise, particularly in the travel space, even in ultra-luxury travel, it’s something we can’t afford to ignore.
Agility is essential. With economic volatility, long-term planning is harder, so we stay focused on what’s immediately ahead while building buffers where we can. You can’t take anything for granted.
We have a Monday morning meeting where the whole team discusses what’s happening in the world — from weekend headlines to global trends — and how those events might impact our clients. It’s about keeping the team informed and proactive.
Creating a strong sense of community also helps weather uncertain times. We’re all together under one roof, and we go above and beyond to keep our culture strong. From weekly rosé Thursdays to seasonal parties and themed wellness or arts months, our culture committee works hard to keep people engaged. It’s not just about retaining clients — it’s about retaining your team. And the two are intertwined.
AI is a big one. We recently held an agency-wide training with an external partner, and we’re continually updating our best practices. Everyone’s using it in some form, and we want to ensure our team is using it to work smarter, not to replace the fundamentals of good PR.
Ultimately, the core skills remain the same: great writing, strong communication, and emotional intelligence. AI can’t replicate the creativity and nuance that a great PR professional brings to the table. Especially when it comes to crafting personalised content like award entries or press releases. You can always tell when it’s been AI-generated.
So, while we embrace it, we’re cautious about over-reliance. Juniors still need to go through the process of researching, writing, and ideating for themselves. That’s how you develop real skill.
We’re optimistic. Travel continues to bounce back strongly — it’s a necessity, not a luxury — and people are more eager than ever to experience the world.
In terms of communications, I think we’ll see a shift away from constant, high-volume social media usage towards something more intentional and purposeful. Influencer marketing will still play a significant role, but the focus will be on meaningful, value-driven campaigns.
There’s a growing awareness of the darker sides of digital life, and that’s going to shape how brands show up online. Thoughtful storytelling, genuine partnerships, and campaign integrity will be front and centre.
With over 15 years of experience, Emma is a global force in the luxury PR industry and founded J/PR’s first international flagship in London, which in under two years of opening, was a finalist in the PR Week Awards for Best New Consultancy. With an intuitive grasp of brand strategy and a sixth sense for business development, Emma knows how to make a splash internationally and is trusted by some of the world’s most demanding luxury brands spanning travel & hospitality, lifestyle, real estate and design. Emma is highly regarded for her creative energy and ability to see, and operate, ‘outside the box’. Her extensive knowledge of the luxury sector and working with high-net-worth audiences, coupled with her unrivalled network of global media contacts and international influencers ensures results which exceed client expectations.
Sarah has established herself as one of the youngest female leaders in luxury travel PR in London, having started her PR career aged 21 at Belmond, formerly Orient Express. With a combination of boutique and large agency experience, including a year spent working in Dubai, Sarah has spearheaded successful campaigns for an array of luxury hotels and travel companies during her career. Sarah joined her family business Sadler&co in 2018 and was instrumental in the running of the agency, most notably during the pandemic, prior to overseeing its successful acquisition by J/PR. Sarah oversees the running of the J/PR UK office in London alongside Emma Hartland-Mahon
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