Based in Cheshire, Moda PR is a PR and communications agency specialising in lifestyle, beauty and entertainment brands.
Like many agencies, Moda was founded by Jennifer Hodgson during the pandemic back in 2020. She teamed up with Ashley Rudd, who is now a director at the company, and the duo have since worked with celebrities, brands and the likes of the Dream Boys.
Here, both Hodgson and Rudd share their career journeys, tips and advice for aspiring PRs…
How did you first get into your industry?
Ashley Rudd: Looking back, the signs were always there about how obsessed I was with media, PR and pop culture. Unfortunately, I had limiting beliefs that getting into PR was attainable.
I interned for several companies – it was there I really grew and developed my digital marketing, social media and PR skills. I climbed the corporate ladder to become a marketing manager but PR was really where I wanted to be, so I left that role to become a freelancer. I realised that if I didn’t do it then, I might end up doing something I disliked for the next 40 years.
Jennifer Hodgson: I was always fascinated with the PR industry before I even knew what it was. Growing up, reality TV was just really starting to grow and I was forever watching shows like The Hills wondering what it was the incredible and often terrifying Kelly Cutrone did. Once I found out she was a publicist, that’s all I wanted to be.
I interned at one of the top agencies in the country for around a month before being offered a job which I stayed at for nearly a year. I then went on to complete my degree in marketing and communications where I did placements at Cosmopolitan, Sophia Webster and many more.
What do you love about your job?
Ash: The satisfaction of working with good people and doing meaningful work! No day is ever the same, I’m working in the business and working ON the business from proactively pitching and crafting PR strategies for clients to drafting new business proposals for the agency.
But nothing gives me that buzz more than when a press placement lands or a partnership finally launches – the collaboration with ex-Love Islander/content creator Abi Rawlings and animal welfare charity Blue Cross was a huge highlight.
Jen: It sounds crazy, but what don’t I love? Even on bad days I think about how grateful I am to be the co-owner of a business that started during a global pandemic with the chances of survival low. But honestly, the fact we do what we’ve always wanted to do – good work with good people is what gets me out of bed every morning.
There is nothing more satisfying than seeing your hard work pay off, your client happy and a little bit more good put into the world. Doing positive work with purpose is something we’ve always been incredibly passionate about, and is always the core factor to anything we do – whether it’s beauty brand or charity partnership, there has to be good behind it otherwise what’s the point? Nobody needs more negativity in the world than there already is right now.
There’s no Sunday scaries in our business!
Who – or what – has inspired you in your career?
Ash: I think in general working in companies that haven’t aligned with my own values or have a rancid culture has made me more determined to create a supportive and respectful environment at MODA PR. Kelly Cutrone has been a huge inspiration, she’s a PR legend and her autobiography really gave me the kick to leave my role and go after what I really wanted to do.
Besides that I would say my family too, they’ve all been hard workers. My dad was in the army, he was going on tour at 19 – at that age I didn’t know my arse from my elbow whereas he had what probably felt like the weight of the world on his shoulders.
My mum was in her twenties, overseas with two young children. Watching her just “get sh*t done” then going back to do her exams and really focus on her career has always been inspiring to me. My dad taught me purpose and doing things for the greater good, my mum taught me resilience.
Jen: There has been so many inspirations along the way, from family to public figures and even the cultural aspects of my life which are now fortunately trickling into work.
My dad has always been a huge inspiration – from his work ethic, his journey in his career and his resilience to stand up for what is right always stays with me.
Kelly Cutrone, of course, was a huge inspiration behind who I wanted to become career wise, and to be honest – in general. She takes no prisoners, but is always fair and realistic. And I think coming into this industry, if you’re not realistic about the pressures and stress you can be put under, you’re doing the next generation of publicists an injustice. This isn’t an easy champagne-sipping job, this is often a long hours, always on the ball, 24/7 career choice and not being true about the realities is just pointless.
Being a huge theatre and film fan, I have always taken massive inspiration from the things I see on stage and on screen and continue to do this. I find stories inspiring, engaging and often a reflection of our lives and who we want to be.
Monumental scenes from films or snippets of dialogue that have stayed with me throughout the years really do inspire elements of my work, and with so many exciting projects in film and TV on the horizon, I’m really excited to see where it takes the business in the next few years.
What are the biggest challenges about your job?
Ash: There are so many misconceptions of PR, that it’s just parties and “being in the paper” so a big challenge is breaking down those misconceptions to our clients.
I know there’s nothing like seeing your name or brand in print but I think some people forget there’s more to public relations (PR). It’s a 360° strategic plan and approach to ensure you are at the forefront of consumers minds, capturing their hearts and influencing their purchasing behaviour – PR is how you make people feel about you, your brand and products.
Jen: Like Ash said, there are SO many misconceptions around what PR is and what this actually looks like. The term PR can get thrown around in a business without a full understanding of what it actually means. So, this can be tough sometimes in terms of managing timelines, expectations and all that comes with it.
I think the fact we always have to be “on” can be a huge challenge in terms of mentally managing ourselves. The news cycle can change in a second and being aware of world affairs, new developments, celebrity culture and everything in between can often be incredibly overwhelming.
What skills have been the most crucial to you succeeding in your career so far?
Ash: Trusting my gut has been the most valuable lesson – I mean it can’t handle dairy but when something feels off it has served me well, in both business and my personal life. I also believe in being authentic and honest, me and Jen are just two northern women who work hard and want to do good work for our client’s success – I’m not about to sell a false dream or set unrealistic expectations.
Jen: AMEN! Trusting our gut has always been something we’ve lived by. And as Lo Bosworth said from The Hills, if something doesn’t feel right, it probably isn’t.
What was your first salary and what could someone getting into the industry expect to earn nowadays?
Ash: In 2013, my first role fresh from university was in an M&S call centre for £14,000 but my first marketing role was as a marketing coordinator for a telecoms company and my salary was £17,000.
Jen: My first salary was around £14,500 working in a call centre and I hated every single minute. I left after crying under my desk on New Year’s Eve eating Domino’s pizza – it’s safe to say I no longer cry under my desk. I do eat lots of pizza though.
Entering the industry now I’d say it varies on location, London wages can often be higher but not always the case.
What education or training would be most useful for someone looking to follow your career path?
Ash: I went to university but in all honesty, my skills were developed with free resources, learning on the job and having my ear to the ground with emerging trends – there are so many different webinars, podcasts, newsletters and free resources! I was also lucky to have a mentor in a previous role who I could shadow and learn from.
Jen: My career journey was a bit all over the place to be honest. I went to university three times, I worked in an agency in-between and was an intern at Cosmopolitan when I was 29 – you couldn’t write it. I would just say try and get experience wherever you can – remotely, in an agency, with brands, wherever you can.
As someone who’s been to university, I honestly wouldn’t say you NEED this to succeed. I loved my final attempt at uni because I was older, I knew where I wanted to be and honestly used it as a platform to just network and finalise a personal goal I’d want to achieve my whole life.
But university won’t teach you to deal with clients in the real world; work experience will.
What advice would you have for someone looking to follow your path?
Ash: Say yes to everything and be proactive! When looking for interns and new hires for the business, I would always hire attitude over skill. I’d also seek a mentor, having someone who has the experience or in the position you want to be in one day can be so insightful and a great voice of guidance whilst navigating your early career.
Jen: Agreed with Ash, say YES to everything you can get your hands on. Don’t be scared to ask questions or be inquisitive, look for gaps where you can help to add value and it will honestly take you far.
