Aedhmar Hynes: PRWeek Hall of Femme 2016

CEO, Text100

What would you do if you were not in PR?
I would probably be in politics. I’m passionate about giving people and issues a voice. I also love to tackle complex challenges and find ways to solve them.

Talk about the last time you experienced a truly fist-pumping victory moment.
When my daughter got accepted at Oxford to do her master’s. A very proud moment and an opportunity for her to return to the country of her birth.

When was the last time you endured a real "agony of defeat" moment, a total wipeout? What did you learn from it?
That’s a tough one. I have had a crazy life. After running a global business for over 10 years and raising four children, you learn to take power from the ups so when the inevitable downs come you can still ride that wave.

How long ago was the last time you truly took the time to recharge your batteries? What did you do?
I recharge surrounded by chaos usually. My partner also has three kids so family holidays tend to be a cacophony of noise, home-cooked food, and heady de-bates. And I wouldn’t change it for the world.

What is it about this industry that frustrates the hell out of you sometimes?
We can be too apologetic. We need to stop justifying our raison d’être and keep doing world-changing work.

When have you seen PR or your organization really shine?
We shine when we effect change. I joined the board of Born Free, a philanthropic initiative to eradicate the mother-to-child transmission of HIV by the end of 2016.

My team jumped on board and we developed and executed an extraordinary integrated comms campaign. It’s been mind blowing to see the data to support the profound impact this initiative has had and to know we played a small part in that.

Words to live by?
One for the road.

Favorite drink?
Gin martini.

What would you tell your 20-year-old self?
Live every moment to its fullest.

If heaven exists, what would you like to hear God say to you as you enter?
"What took you so long?"

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