Jo Caruana, Founder of the Finesse Group

Jo Caruana is the founder and CEO of the Finesse Group, a global organization with bases in the UK, the US, and Malta. The Group’s various arms work together to finesse every aspect of the client journey – from Storybrand messaging, content, PR and communications, to customer care training and business etiquette. Jo is also a writer, editor, actress, and presenter. She was raised on the island of Malta, where she started her business after returning from Queen Mary University of London in the UK.

When did you start your freelance business?

I started freelancing after working at the BBC, which I loved, but knew wasn’t for me long-term as I am not a fan of big corporations, and then I had started building a company without really thinking it through. Since 2006 we’ve grown from a one-woman-show focused primarily on copywriting, to a 22-person, 95 percent female team that provides services for the entire customer journey – from PR and communications, to business etiquette and cross-cultural training. Our quantum leap came during COVID, when I became StoryBrand Certified and joined numerous other international networks.

I currently live and run the business from a canal boat and cottage in the English countryside, which I absolutely love. This is near enough to London for theatre trips and in-person meetings with clients and colleagues, but far enough away to give me that nature fix that I crave. Today we’re lucky enough to work with companies all over the world, but especially in the US and the UK.

Our team loves working with companies that are doing good in the world; they inspire us and it’s great to see the results we achieve for them.

Work is a huge part of my life and I’m passionate about both my team’s and our clients’ success. When I’m not working, I love exploring little English villages on the hunt for dog-friendly coffee shops, where I can sit for hours with my husband and our two dogs, Pip and Kevin.

What inspired you to start your own business? What made you decide to take the leap?  

Although I grew up in an entrepreneurial environment, I didn’t set out to start a business. I set out to have the freedom that I knew wouldn’t come from joining a large corporate. I started out as a freelancer and grew things organically over 15 years. It was in 2016 that I actively focused more on building a business, which is when we opened our business etiquette and customer training side of things. Since then, we’ve been on an exciting upward trajectory that sees us working with growing companies all over the world. Running a business isn’t easy, but I absolutely love it (most of the time). Freedom means everything to me.

What was your first job and what did you take away from the experience? How did you discover your passion for working in the field?

My first proper fulltime job was as a journalist for the Independent newspaper in Malta. I loved it, and it’s where I discovered the power of the pen to create change. I’ve never looked back and I can’t imagine working in any other field, even though I’m on the other side of the coin now. I was a magazine editor for many years and still edit one business publication today. Telling stories is at the heart of what I love about this job and I consider it a privilege.

How do you prioritize and start your workday?

I’m not and never will be a morning person. I start slowly, usually at about 8am – with a cup of tea and a garden walk with the dogs. I don’t tend to set morning meetings as I like to ease into things with team catch ups and client emails, before really getting going around lunch time. After that it’s non-stop, especially as most of my client works takes place in the afternoon and evening due to time zone differences. I prioritize by constantly assessing the most important thing on my list at any moment, and reassessing as the day and week goes on. That was overwhelming to me at the start, but I have come to realize that’s a natural part of running a business like this one – everything has to wait in line until it’s time. When it is, it gets my full attention and gets done. I enjoy working through a list of both urgent and on-going tasks and – in general – everything gets done!

Have you had any challenges in your career? Any specific challenges as a woman in the industry? How did you overcome them?

Like everyone, I have faced challenges – from being overlooked as a young woman, to not being paid enough as I started to progress, to (perhaps) not approaching things the same way a man might and missing out. Overall I know I’ve been very lucky. I’ve had some incredible experiences and, by and large, had many doors opened for me – whether as a woman or not. Today I try to be an ally, champion and mentor for every person I encounter, and particularly for the women that work with me. I feel very lucky to have their trust.

What is one of the greatest misconceptions about the field of public relations?

That we’re cutthroat and relentless. I don’t consider myself to be either – and I don’t encourage that in my team. I think PR has incredible value for good, and that everything starts with strategy. If you’re working to a plan and doing the hard work as you go along, everything falls in place.

I look forward to finding mentorship, forging friendships, and achieving better-than-ever results through the Women in PR community.

What is your greatest achievement in your career?

Internationalizing a tiny, fledging agency in a tiny part of Europe to one that plays on the global stage. I’m so grateful for the technology, connections and training that has helped me to do that, and I hope it has added value to both my team and clients.

What are your tips for setting yourself apart in the workplace?

Ask questions. Listen. Be really, really interested in the other people in the room. Make them feel good. So few people really listen that they miss out on so many opportunities to empower others. I have found that, when I stop thinking about my own success and start focusing on what I can do for others, success comes quite naturally and is unstoppable.

How can a new graduate set themselves apart in the hiring process?

Be enthusiastic. I hire almost 80 percent on enthusiasm and a desire to get involved and learn. Almost everything else can be trained, but a positive attitude and flexible approach is gold. Keep going. It’ll be worth it.

What’s next? Where do you see yourself in 5 years?

In the short term, we’ll keep serving our wonderful clients and strengthening our team, while streamlining our processes so they’re as efficient and effective as possible. Personally, I will be releasing my book on the GOTHAM Framework (a PR framework for personal brands and small businesses) and Reverse PR, both of which I know our clients already find helpful. I may have exited the business or merged with another agency. Either way, I’m excited about the future!

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