Mission and us

Mission and Us

Sheprock brings together human connection, leadership across sectors, parish work, service design, coaching and media. There are two of us: Petra and Bäsmä. Meet us and discover the shared mission that guides our work.

Petra Paimenkallio and Bäsmä Roinisto together with bouquets

Where the name comes from

From Paimenkallio to Sheprock

Petra sitting on a rock overlooking a lake

Shepherd means shepherd and rock means rock. The name grows from Paimenkallio, but Sheprock's services extend beyond parishes. The shepherd represents walking alongside people, and the rock a firm foundation to build on.

Our mission

We want to help people and communities connect, find words for what matters and turn insights into action.

We do this through coaching, talks, media and new kinds of learning resources. Every project starts with listening: who is it for, and what should it achieve?

The people behind it

Meet us

Theology · Leadership · Media

Petra Paimenkallio

Petra has a Master of Theology degree and is a priest. She has over 20 years of experience in parish work, confirmation education and team leadership. At Tuusula parish she significantly renewed confirmation education. Public speaking, her own content production and media expertise bring a strong expressive dimension to her work.

Master of TheologyOrdinationPastoral qualificationQualification in parish leadershipVocational qualification in mediaBachelor of Culture and Arts studies

Petra's further church qualifications and extensive experience of parish life and team leadership provide a strong foundation for workplace and leadership coaching. She enjoys helping complex ideas find a form that speaks to listeners.

Image, sound and story – room for creativity

A vocational qualification in media and Bachelor of Culture and Arts studies complement Petra's strong communication skills. She creates parish social media content that presents parish life, important questions and people's stories in ways that speak to the audience. Text, images and video make messages understandable and engaging even for people unfamiliar with church language.

AV production is a particular creative passion for Petra. Interviews, video podcasts and storytelling bring together thoughtful content, attentive conversation and the possibilities of image and sound. She enjoys finding a distinctive, effective form for each topic.

On Petra's own On the Paimenkallio website this can be seen, for example, in In Kirkkovuosipodcast, where themes of the church year meet the lives and ideas of guests from different backgrounds. The series is complemented by video sermons, talks, devotional texts and content archive organised by the church year and social media sharing everyday observations. These examples show Petra's way of connecting people, topics and audiences.

Leadership beyond the meeting invitation

Petra is also a mother. At home, a plan can change before the coffee cools, and defining a shared goal sometimes starts with: what shall we eat today? Expertise comes along, but formality stays behind. Petra works with her own personality and a sense of humour that leaves room for life's surprises and laughing at herself.

Book Petra to speak

Leadership · Human connection · Service design

Bäsmä Roinisto

Bäsmä brings 25 years of experience in health and social care and over a decade as an entrepreneur. She has held management roles in healthcare and led teams across several sectors. Her expertise also includes solution-focused therapy, workplace coaching and service design. Her work emphasises safe human connection, participatory methods and practical solutions even in tense workplace situations. Her public health nursing studies also bring an occupational health perspective on workload, recovery, work ability and wellbeing.

Bachelor of Social ServicesRadiographer, Bachelor of Health CarePublic health nursing student, nearing qualificationIASTI-certified solution-focused brief therapist, advanced levelWorkplace coachKohtaamistaide facilitator

Bäsmä has coordinated cooperation between workplaces and universities of applied sciences and supervised students for 13 years. Her extensive service design experience covers understanding people's needs, developing operations and building services that work in practice. She combines this with experience of discussing difficult issues safely and practically. She helps teams work through cooperation problems using a solution-focused approach and move towards shared goals. She also facilitates Kohtaamistaide sessions and builds content around people's real needs.

Bäsmä also builds websites and uses AI to design services and workflows. She helps turn complex ideas into clear ways of working and digital solutions that make everyday work easier.

Coordinating everyday life, with a little self-irony

Bäsmä is also a mother. That role means practising scheduling, listening to needs and negotiating without being able to postpone everything to the next meeting. Versatility helps, as does being able to laugh when a carefully made plan meets real life. Bäsmä takes her work and people seriously while retaining a sense of humour about herself. Life's irony is a familiar colleague, not an unexpected guest.

Kohtaamistaide is led by a trained facilitator. Bäsmä has completed Laurea's Kohtaamistaide facilitator training.

How we work

We listen first
Then we build

Good content and coaching start with the people they are for. That is why we ask questions, clarify and plan together before deciding on the format.

Shall we get acquainted?

Tell us about your audience, goals and timing. We can begin the conversation even if the format is still open.