Hannah Haffield founded Make More Noise in 2015 with a clear ambition – to build a PR agency driven by strategy, commercial outcomes and measurable impact. A decade later, she reflects on the lessons behind its sustained growth, the importance of authentic storytelling in the age of AI, and why successful PR should build credibility, support business ambitions and create lasting value. 

What first drew you to a career in public relations, and how did you start?

I initially wanted to be a journalist. I’ve always been fascinated by people’s stories – how they got from A to B, or what inspired them to make a change. I met someone walking my dog during my last year of University who suggested I may be more suited to PR instead and introduced me to their friend who ran an agency. Following my first week of work experience I knew it was the career for me.

You founded Make More Noise in 2015. What motivated you to become a business owner, and what gap in the market were you aiming to fill? 

Prior to launching Make More Noise, I was working for a small boutique agency where it felt too ‘PR for PR sake’. There was no strategy, planning, outcomes or, ultimately, impact. I launched Make More Noise to simply deliver a better service and to build an agency where we delivered exactly what we said we would, charged a fair fee, and were judged against clear outputs and KPIs rather than vague promises.

You often speak about the ‘power of strategic PR’. What does that mean in practice, and what does truly great PR look like? 

At MMN, strategic PR is an approach that aligns with commercial objectives – be that building engagement amongst investors to secure the next funding round, establishing trust and credibility to secure commercial engagement or positioning a business as a top place to work to aid recruitment.

Growing a company in today’s business climate is no easy feat. In fact, it’s estimated that only 33% to 35% of new businesses last 10 years or more in the UK. What do you believe have been the core drivers behind Make More Noise’s decade of sustained growth? 

It’s a combination of a few factors. A lot of business owners are so focused on their exit that they fail to build something sustainable for the long term. Building with an exit in mind isn’t a bad thing as it forces discipline and conditions you to run a profitable business, but too many founders get distracted chasing the next new thing instead of doubling down on what’s working. In building Make More Noise, I have a few other business interests but my main focus has always been the agency – I am building it for the long term, and that’s something I am genuinely proud of.

From your perspective, how has the PR industry changed most significantly over the last ten years? 

I think the most obvious change is the introduction of AI. Many agencies are still working out how best to leverage and use it, but for us the most important thing is to remain authentic. More and more people are calling out AI generated content on social media, just as more and more journalists are refusing comments from clients they feel have used AI and don’t have anything real or valuable to say. While AI has its place in aiding operations and delivery, clients still need to stay authentic and build thought leadership around their own viewpoints as that’s what establishes real trust and credibility in the market.

Looking forward, what are your key ambitions for Make More Noise over the next three to five years?

 Ultimately, I’m focused on building a genuine legacy with Make More Noise.

I think a big part of that in the coming years is growing our international client base, which could present an exciting new chapter and open doors to new markets, all while underpinning the kind of long-term, sustainable growth I’ve always focused on.

Finally, what advice would you give to someone just starting out in PR today and hoping to build a long, successful career in the industry?

 Get stuck in. Don’t be afraid to ask questions. Be inquisitive. Listen to your clients, engage in their stories, build relationships, and pick up the phone. If you hide behind a keyboard or work 100% remotely you can’t expect to build relationships or really learn from experienced people around you.

Hannah Haffield, Founder and Director of Make More Noise.