This PR Life is a new series by PRovoke Media where we profile people in and around communications as an industry and find out more about what they do and what makes them tick. Today, we are chatting with Gemma Moroney, co-founder at  SHOOK. Moroney started SHOOK in 2020 with the goal of catering to people who want to shake things up and make a difference. 

She was previously the head of strategy and insight at Mischief PR. 


PRovoke Media: In a nutshell, how would you describe your role in comms to someone who has no idea what it entails?


Gemma Moroney (GM): We use ideas and communication to get people to do things. That thing might be buying something, feeling differently about a brand, doing a different or new behaviour.


PM: Is there anything about your role that your colleagues don’t get?


GM: I think they probably sometimes wonder what I fill my day with. Owning the business means you do a lot of behind the scenes stuff (think finance meetings, board meetings, keeping up to date with policies) and also a lot of thinking and planning ahead for the agency, beyond the work we’re delivering for our clients. I’m lucky I have a co-founder who splits the load with me. 

PM: What is the highlight of your job that always puts a smile on your face?


GM: There’s a few. Finding a new insight or idea. Seeing that idea come to life and, most importantly, seeing that it’s really working. Like in the summer, we ran a campaign during the Euros and were literally pressing refresh every five minutes watching sign-ups to the client racking up. Still feels great and always will. I’m also always happy when pitching or presenting – love the rare opportunity to be totally focused on the moment.


PM: Which country do you work in and what is it like working there?


GM: I work in the UK. I’ve never worked anywhere else, except for flying visits to New York and Miami for campaigns and to San Francisco, when I went out to train with Stanford’s BJ Fogg. Living and/or working in a different country is definitely one for the future. I enjoy the idiosyncrasy of the UK I think – the weird and wonderful stuff we take for granted. Think about the 2012 Olympic opening ceremony…that.

PM: What’s the first thing you do when you step into the office to kickstart your day?


GM: On an office day, it’s always a loud “Morning everyone” as I walk in (I have a TWO-hour commute, so I’ve started working before I get to work but I’m rarely the first one in).

Wherever I am, when I open my laptop, the first thing I do is always send something interesting to my team-mates or a client. It’s a habit we’ve been doing since day one. It’s about helping us have a bigger palette of inspiration to draw on.


PM: What are three must-have items in your work bag that you can't live without?


GM: Was gonna try and go with a clever answer but it’s notepad, sharpie and phone/ laptop. Couldn’t work without them.

What else is in my bag right now? Orbital (the Booker prize winning book), which I started and need to finish, and a cheque I’ve been meaning to pay in for weeks (Who sends cheques? And especially who sends cheques that don’t work to pay in via banking app? The Government that’s who). My bag is always a mess. I’m going to claim that’s a sign of a creative mind.

PM: What’s your go-to office lunch that never fails to brighten your day?


GM: When we get a team lunch in – usually pizza. It’s lovely to get everyone together and we’ll happily make an excuse for it. Reminds me, we haven’t done it for ages actually. We’re also planning a pot luck soon, where everyone brings a dish that means something to them. 


PM: What is it about comms that draws you in and keeps you passionate?


GM: That it’s fast-paced, creative, never samey, always evolving. 


PM: If you weren’t in comms, what would you be doing?

GM: My mother said lawyer because I was an argumentative child. Unfortunately nobody thought to show me just how much they earn. But if I had my time again, I’d try to be a writer. 


PM:  What’s the first thing you do to unwind when you clock off for the day?


GM: Honestly, nothing, I don’t. I’m terrible. I have always got half my mind on the job. I keep meaning to try some breathwork or something on the commute home but honestly I don’t think it’s ever going to happen.

We did an amazing health and fitness event last year that included breathwork and the man tried to teach me but I fear I was a lost cause. I probably need to take up some hobbies that mean you can’t have your phone in your hand, like horse riding or swimming. My problem is I’m always worried I might be missing a great opportunity.