As part of our ongoing series celebrating women in leadership in Communications, Ben Mitchell sat down with Jo Patterson, Managing Director of Zeno London, to discuss her career journey in PR, leadership insights and advice for aspiring professionals into the PR industry.

Read the full interview below:

What inspired you to pursue a career in communications?

I was originally drawn to communications because of my love for storytelling and strategy. From the start of my career, I was fascinated by the power of words and ideas to shape perceptions and drive really meaningful conversations. The ability to connect with audiences, craft compelling narratives and make an impact on brands and society has always excited me.

What do you think makes a great communications leader?

I believe a great leader listens, adapts and inspires. It’s about fostering a culture of trust, empowering teams and leading with authenticity. Leadership isn’t about having all the answers but creating an environment where people feel supported to grow, challenge themselves and bring their best ideas forward without any fear.

How do you approach building and maintaining a strong PR agency team?

I believe in hiring for attitude as much as skill. It’s crucial to create an inclusive & collaborative environment where people feel valued, heard and encouraged to be themselves. I focus on building teams with diverse perspectives and ensuring that everyone understands their role in driving collective success. Open communication and continuous learning are key to maintaining a strong, motivated team.

What challenges have you faced as a woman in leadership?

Like so many women, I’ve faced moments of self-doubt and external biases. Early in my career, I sometimes felt the all-too-familiar need to prove myself more than my male counterparts. Over time, however, I’ve learned to back myself and trust my instincts. Having a strong support network - both personally and professionally - has been invaluable in overcoming these challenges. The industry is improving but there’s still work to be done in ensuring equal opportunities for women at all levels.

What advice would you give to women aspiring to leadership roles?

Believe in yourself, seek brilliant mentors and don’t be afraid to take risks. Leadership is about growth and every challenge is an opportunity to learn. Speak up, put yourself forward for opportunities and try to surround yourself with people who champion your success. Confidence comes from experience, so take every opportunity to step outside your comfort zone.

How do you see the future of the communications industry evolving?

The industry – and what clients expect from it - is shifting towards more purpose-driven work, with authenticity and transparency at the forefront of everything we do. Audiences expect brands to stand for something and to communicate with honesty. Technology and data will continue to shape how we engage audiences, providing new opportunities for creativity and impact. The challenge for communicators will be to balance that innovation with genuine human connection.

What is it that motivates you every day?

Seeing my team thrive and making a tangible impact through our work. I’m passionate about what we do and there’s nothing more rewarding than watching people grow, succeed and push the boundaries of what’s possible. The ability to help shape brands and continuing to tell powerful stories with tangible impact keeps me excited about the future.

The Work Crowd is a global platform connecting businesses with vetted independent consultants in communications, marketing, and PR. Whether you're looking to scale your team flexibly or find specialised freelance support, our network is here to help.

Want to learn more about how we can support your next project? Get in touch with Ben Mitchell to explore how The Work Crowd can deliver the right talent, right when you need it.