Hoda Awad is an Account Executive at Madano, where she provides day-to-day strategic communications support to clients with a particular focus on digital communications. Hoda has previous PR agency and digital consultancy experience, where she has worked with established companies and brands such as Tetra Pak, Manchester City FC, Sky Media and Viber. Hoda holds a B.A in Criminology and Sociology from the University of Kent. Recent career successes include increasing a client’s number of twitter followers by 151% and securing a client an interview with global media company Forbes.
Describe your background in 5 words max?
Somali roots, London born.
How did you get into PR/comms?
I was handpicked to attend an insight day at Edelman, where I had the opportunity to learn more about the industry and speak to PR professionals about their own career journeys. After attending the insight day, I knew this was the right career path for me and I haven’t looked back since.
What do you love about your job?
I love how varied the work is as no two days are ever the same.
What are you most proud of?
I recently re-visited a social mobility charity where I spoke to a group of young people between the ages of 16 and 25 about my own career journey and what my experiences have been in the ‘world of work’. I was given the opportunity to contribute to an organisation that has helped me and thousands of other young people. I found speaking to and inspiring other young people who were once in the same situation I was in not too long ago a really rewarding experience and one of my greatest achievements to date.
What’s been the hardest lesson to learn?
That perfection is not attainable.
Who are your favourite people in PR/comms and why?
There are so many inspiring individuals within PR and communications, who are doing great things and helping to create real change. I especially look up to inspirational women who are breaking the double-glazed glass ceiling such as Karen Blackett OBE.
What is your favourite social network and why?
Twitter as I can keep up to date with the latest news, trends, controversies and memes.
What’s the best advice you’ve ever been given?
ALWAYS be unapologetically you.
Your favourite PR campaign/stunt of 2018 so far?
My favourite campaign of 2017 has to be the #MeToo movement, which aims to shed light on the prevalence of sexual assault and harassment in society. A social activist by the name of Tarana Burke coined the term some years ago but it was recently propelled into the social media spotlight.
The #MeToo movement has been my favourite campaign because it has allowed thousands of women worldwide to share their experiences and messages of support for sexual violence survivors.
Why did you apply for the BME PR Pros/PRWeek Mentoring Scheme?
I felt as though the BME PR Pros/PRWeek mentoring scheme would help with the development of my professional career and provide me with valuable advice and guidance. My initial reactions when I found out I had secured a place were excitement and curiosity.
Finally, on the D’ word… What can the sector do to encourage diversity?
Employ more BME PR and communications professionals from junior all the way up to more senior levels. Having a visibly diverse workforce can encourage greater diversity.
Connect with Hoda on LinkedIn.
Hoda is a mentee on the BME PR Pros/PRWeek Mentoring Scheme. She will be mentored by Max Kalu, Senior Analyst, Milltown Partners.