During the pandemic, Jennifer Hodgson founded Moda PR to help brands and founders thrive. Since then, they’ve implemented insane PR strategies for some of your favourite lifestyle brands. This is PR with purpose, this is MODA PR.

Can you please introduce yourselves and tell us about Moda PR?

Jen: I’m Jen, and this is Ash. We are the directors of Moda PR, which we started in March 2020, just before the pandemic.

Could you share the story of how Moda PR came to be?

Jen: Moda PR started because I was unhappy with my job, and during a trip to Vegas in March 2020, I decided to quit. After returning home, I went in on Monday and quit, and by Thursday, we had our first client. It just snowballed from there. Then Ash joined about six months later after being made redundant from another job.

How has Moda PR grown since its inception?

Ashley: We’ve come a long way since our beginnings in a back bedroom with a laptop and a makeshift desk. Now we have an office in Chester, and we work with various clients, including global beauty brands, the Dream Boys, and entrepreneurs.

How has your approach to choosing clients evolved?

Jen: Initially, we said yes to everything to get the business going, but now we focus on working with good people and doing work we’re proud of. We’ve learned to be more selective and choose clients and projects that align with our values and vision.

Have you faced any gender discrimination as women in business?

Ashley: Yes, when we were working in other companies, we both experienced gender discrimination. Jen faced challenges while working in construction, and I encountered discrimination at a property company. However, we don’t tolerate any form of discrimination at Moda PR and ensure a supportive and inclusive workplace.

How do you feel about the progress of Moda PR and the kind of work you do now?

Jen: We’ve seen significant progress over the past year, and we now attract the clients and projects we want to work with naturally. We’ve built strong connections and have a clear vision for our business. 

Ashley: It’s fulfilling work, and we wake up excited to tackle each day, which is a testament to how far we’ve come.

How different is your current career from what you thought you would be doing when you were younger?

Jen: I initially studied criminology and wanted to be a profiler for serial killers. While it’s very different from what I do now, some of the skills, like understanding behaviour, are transferable. 

Ashley: I had always been interested in PR and media, but I didn’t realise it was attainable until later. Now, looking back, I see the signs were always there.

What is your perspective on gender equality and inclusivity in the workplace?

Jen: We are committed to creating an inclusive and equal workplace at Moda PR. We believe in treating everyone with respect, regardless of gender, race, or sexuality. We aim to make sure our employees feel valued and supported, just as we would like to be treated.

How have your past experiences influenced the values and ethos of Moda PR?

Jen: I lost a job where I was promised a senior management role in the construction industry. Despite being told for months that I would get it, they gave the position to a man double my age, who didn’t have as much knowledge as I did. It was frustrating, and after that, I decided to quit. 

Ashley: Having faced discrimination in our previous workplaces, we are determined to create a supportive and respectful environment at Moda PR. We strive to ensure that no one ever feels the way we did in those situations.

Can you describe the current focus and direction of Moda PR?

Jen: Moda PR continues to grow, attracting clients and projects that align with our vision. We focus on providing excellent PR services and maintaining an inclusive and positive workplace for our team.

What motivates you the most about your work at Moda PR?

Ashley: The satisfaction of working with good people and doing meaningful work is what drives us. We want to wake up excited to face the day, and that’s the kind of environment we aim to foster at Moda PR.

I felt like I knew exactly what I didn’t want in my career. I never wanted to wear a pencil skirt again, go to Next Tailoring, wear court shoes, or be the only woman in the room. It just wasn’t for me.

Ashley, when you decided to step out on your own, how did you gather the courage to take that step?

Ashley: It took some self-motivation and encouragement from Jen. I have anxiety, and the fear of the unknown was scary. However, I realised that if I didn’t do it now, I might end up doing something I disliked for the next 40 years.

How did you handle the uncertainties and challenges when starting your own business?

Jen: We faced uncertainties, anxiety, and a lack of business knowledge. We learned as we went along, Googling even the basics like how to raise an invoice. We made mistakes, but we also learned from them and adapted.

What has been the most significant lesson you’ve learned so far?

Ashley: Trusting my gut has been the most valuable lesson. When something feels off, it usually is, and it has served me well in both business and personal life.

Could you elaborate on the values you both maintain in your business?

Ashley: We believe in being authentic and honest. We won’t sell a false dream to our clients. We are genuine and just two northern girls who work hard and want to do good work for our client’s success.

Jen, what do you think are some common misconceptions about the PR industry?

Jen: People often misunderstand the PR world, thinking it’s all about parties and glamour. In reality, it’s a demanding, stressful job that requires long hours, dedication, and emotional investment. We take our work personally and strive to make a difference.

Ashley, how do you manage the intense workload and pressure in the PR industry?

Ashley: We genuinely enjoy what we do, which makes the intense workload more bearable. Yes, we have moments of stress, but we also know how to take breaks and enjoy our time away from work when needed.

Jen, in your opinion, what sets a good PR agency apart from a bad one?

Jen: A good PR agency goes above and beyond for their clients, investing time, effort, and genuine interest in their projects. They don’t settle for the bare minimum like some agencies might do. The dedication and personal touch make a difference in delivering successful outcomes.

How do you strike a balance between work and personal life?

Ashely: While we are passionate about our work, we also know the importance of taking breaks and having time for ourselves. We make sure to take time off, rest, and enjoy life outside of work, even if that means occasionally shutting off from our devices during holidays.

Jen: I believe that everyone’s work-life balance is unique to them. If I need to work extra hours on a Saturday to have time off later, that’s fine. It’s about finding a balance that works for you. Sometimes, before going on vacation, I work late to ensure I can fully disconnect during my time off.

Ashley: I agree with Jen that it’s all about finding a balance that suits you. It’s not about driving yourself into the ground but rather balancing the workload according to your needs. There are times when we work hard to achieve success, and other times when we can take a step back and enjoy our time off.

Jen, what would you consider your biggest achievement in both life and business?

Jen: In our PR agency, gaining coverage for clients in dream publications has been fulfilling. Personally, proving people wrong, especially our parents, by pursuing what we love and succeeding in our venture has been a significant accomplishment.

How did your parents react when you decided to pursue your own business?

Ashley: At first, my mum was quite nervous and didn’t understand why I would leave a stable job during the pandemic. It was a generational thing, but now they are supportive and proud of our success, even though they may not fully grasp the intricacies of our business.

Jen: My granddad believes our work is all about magazines, and Ashley’s nan once thought she was going to appear on Lorraine when we were working on the show. It’s amusing to see how they interpret our profession.

Is there anything you wish you had known before setting up Moda Pr?

Jen: I love that question. I think there are some practical things I wish I had been more aware of. For instance, I would have taken GCSE business to better understand concepts like revenue. However, I also believe that some things are part of the learning curve, and we have made it work for us. When Ash became a director, she now owns 50% of the business, and we wanted it that way to work as a team and share the responsibilities.

What are your thoughts on the importance of authenticity in the industry?

Jen: Authenticity is everything to us. We want to work with people who have real talent, true craftspeople, not just those making noise for the sake of it. Our passion lies in working with purpose-driven individuals and building personal profiles. We don’t just want to work with anyone who has a large following on social media but lacks genuine talent and substance.

You mentioned moving into production. Can you elaborate on that?

Jen: Yes, we are interested in moving into production, although we’re still figuring out the details. We are working with some incredibly talented individuals, and we want to explore how we can help them in the production field. It’s an exciting direction for us, and we’re having conversations about it.

Do you have any advice for aspiring individuals who want to pursue their dreams in the industry?

Ashley: Absolutely. Pursuing your dreams is possible, but it requires hard work and planning. We did it ourselves, but it didn’t happen overnight. My advice is to have a plan in place before taking the leap. Save some money, gain some relevant experience or take courses to build your skills. And it’s essential to be prepared for the challenges and sacrifices that come with it. 

What does success mean to you?

Ashley: Success means waking up every day, feeling motivated, and genuinely enjoying the work we do. It’s not just about material possessions; it’s about finding fulfilment and happiness in what we do. Success is different for everyone, but for me, it’s about being content with my work and making a positive impact in the industry.

Jen: We’ve learned not to let criticism or negative opinions affect us too much. There’s a lot of noise in the industry, and not everyone will like what we do. But we focus on the opinions of people we respect and who know us well. If we know we are being true to ourselves and our values, then we’re not bothered by those who have negative things to say. It’s essential to stay authentic and not be swayed by external opinions.

What are your future goals for Moda PR?

Jen: Our future goals include taking the agency to the next level. We want to continue working with talented individuals and building personal profiles. Additionally, we are exploring opportunities in the production field, which is very exciting for us. We want to keep growing, learning, and making a positive impact in the industry.

Any final thoughts or messages you’d like to share?

Ashley: We want people to know that success doesn’t come overnight, and it requires hard work and dedication. Don’t be afraid to pursue your dreams but have a plan in place and be prepared for the challenges. Stay true to yourself and your values and surround yourself with people who support and uplift you. It’s okay to ignore the noise and focus on what truly matters to you. Authenticity and passion will take you far.