HJ-PR is Redefining Public Relations

The shift from working in established PR agencies to starting my own firm was driven by the desire to blend creativity with flexibility. I knew I wanted to start a family at some point, so I wanted to craft a career that allowed me to lead with my vision while accommodating the realities of motherhood. At traditional agencies, I honed my skills and built networks, but I often felt constrained by the set processes and limited innovation. With HJ-PR, I aimed to create an environment where creative freedom and client-first strategies came together seamlessly, and where work-life integration wasn’t just a slogan, but a daily practice.

It’s a fine line between creativity and strategy, but for me, the two go hand in hand. I always start by setting clear objectives and understanding the client’s brand deeply—this forms the strategic foundation. Then, I let creativity flow within that framework, asking myself and my team, “How can we convey this message in the most impactful and authentic way?” Being a mum has taught me the importance of flexibility and adaptability, which has also helped in bringing a fresh perspective to campaign planning. It’s about harnessing the energy of great ideas while steering them towards meaningful outcomes.

One of our standout campaigns at HJ-PR was for our client, VFC—a vegan chick*n brand that transitioned from the UK to the US market. What made this campaign exceptional wasn’t just its launch strategy but the brand’s rebellious spirit and unapologetic messaging. VFC wasn’t positioning itself as just another vegan alternative; it had a clear mission: to save all the chickens. Their bold and boundary-pushing campaigns sparked conversations far beyond typical vegan circles.

Our strategy focused on leveraging this rebellious identity by using provocative messaging and a visually impactful launch that highlighted the urgent need for change in the food industry. What set VFC apart was its ability to attract attention not only from vegans but from non-vegans, activists, and celebrities alike, turning it into a movement rather than just a product launch. This crossover appeal drove widespread media coverage and created a buzz on social media, effectively engaging audiences who wouldn’t typically be interested in plant-based products.

By highlighting their mission with compelling content and tapping into influencers who aligned with the brand’s values, we helped position VFC as a disruptive force in the market, garnering widespread attention and consumer interest. This approach showed that purpose-driven storytelling can create impact and engagement beyond traditional target audiences.

For me, HJ-PR is about more than just growing a business—it’s about setting an example of what’s possible for other women, especially mums, in the PR industry. Looking ahead, I want to expand HJ-PR into new markets while maintaining our focus on flexibility, creativity, and authenticity. Personally, I hope to cultivate a team that’s just as passionate about making an impact as I am, and to build a culture where women can excel in their careers without sacrificing their personal lives. It’s about being innovative not only in our campaigns but in the way we work and support each other.

Like any other immigrant – looking for better opportunities and a better lifestyle which at that time in my life, wasn’t great. I’ve always been driven by a desire to connect people and create impactful stories. Growing up in Mexico City gave me a strong cultural foundation, but I also felt a pull to explore new opportunities and challenges in the U.S. When I co-founded HJ-PR with my wife, it was an opportunity to channel that drive into something meaningful, particularly working with start-ups and niche brands. Public relations allows me to combine my love for storytelling with a strategic approach to growth, helping businesses build their brand presence and reach new heights.

Working with start-ups has taught me that adaptability and resilience are key. Start-ups move quickly, and things can change in an instant. I’ve learned to stay proactive, anticipate challenges, and pivot strategies as needed. It’s also taught me the value of hands-on leadership and a collaborative approach, which I’ve carried into my role as COO. I focus on building close relationships with our clients to deeply understand their needs and create campaigns that not only align with their goals but also resonate with their audiences.

As COO of HJ-PR, I’m responsible for overseeing our daily operations and ensuring that we’re delivering on our promises to our clients. This involves managing the end-to-end execution of our campaigns, from influencer marketing to brand outreach, and keeping our team aligned with our clients’ goals. My role also includes refining our strategic methodologies and fostering a culture of growth and collaboration. My primary goal is to maintain a seamless workflow while always looking for ways to innovate and improve our offerings. By doing so, I ensure that we stay ahead of industry trends and continue to create value for our clients.

For me, relationships are built on trust, transparency, and genuine care for our clients’ success. I believe in approaching each partnership as a long-term collaboration rather than a transactional relationship. This means being upfront about what we can achieve, setting clear expectations, and being fully committed to our clients’ growth. My experience as a father and a husband has also shaped my understanding of balance and integrity, which I carry into my professional relationships. I’m committed to making sure our clients not only feel heard but also confident that we’re doing everything we can to support their vision.

Just like many kids in the early 2000s, I was a huge fan of reality TV, especially The Simple Life, which launched Paris Hilton into global stardom. But unlike most fans, I turned my passion into a career by starting a fan page when I was just 16. Five years later, Paris began inviting me to her press tours and to support her team across various business ventures, from documentaries to product launches.

The first press tour I did with Paris was in 2018, and it was the first time I met her PR team. That experience made me fall in love with the industry. Later that year, I decided to intern at Paris’ former PR agency. That was an opportunity Paris helped me secure as she recommended me to the CEO and the whole experience made me realise that PR was my calling. Now, six years later, I’ve been working in the field ever since and, I love it. I have met so many amazing people and lived very unique experiences.

Kindness always goes a long way. We live in a world that is moving way too fast, so it’s easy to feel stressed or overwhelmed, but it’s still important to treat others with kindness and respect. I’ve built incredible relationships in this industry simply by maintaining a positive attitude and showing genuine respect to others. It takes 30 years to build a reputation and just 30 seconds to destroy it.

There are so many amazing memories, but one that really stands out is my first New York Fashion Week. Seeing everything that happens behind the scenes was eye opening.. There’s so much work that goes into putting on a fashion show, and getting to finally meet fashion editors and designers I had worked with for years face-to-face for the first time was an absolute joy.

We are currently experiencing a major shift toward inclusivity, with people now seeking real, authentic connections with brands and creators. Audiences want more than just products, they want to hear the genuine stories behind the brand. They’re interested in learning how a CEO overcame challenges to find success or why a founder made the leap from a stable job to start their own business. It’s no longer just about selling a product, it’s about sharing a journey that resonates with people.