For Noreen Heron, leadership has always started at home. As a mother of two and the founder of one of Chicago’s most celebrated PR agencies, she’s built her life around nurturing others, whether that’s her children, her all-women leadership team, or the next generation of young professionals eager to find their place in the world.
Heron, who launched Heron Agency 25 years ago, is known not just for her client roster and industry accolades, but for the unique culture she has created at her firm.
That culture has led her agency to national recognition, including honors from Forbes, PR News, and Clutch Global.
We recently caught up with Heron to learn more about family, parenting and agency life.
You’ve built one of the most recognized lifestyle agencies in the country. What do you see as the key to its success?
Work ethic, passion, creativity, innovation and a genuine drive to see our clients succeed, prosper and grow!
Tell us about your family.
I have two children. Connor, 23, is a UIUC graduate with a degree in business/finance who works as an analyst at a Chicago-based investment management firm. My daughter, Ava, 20, is a junior at UWM, a member of Kappa Kappa Gamma and a part-time test proctor. They both graduated from St. Clement School and St. Ignatius College Prep.
How has being a mother influenced your leadership style and the culture at Heron Agency?
Motherhood has taught me the power of empathy, flexibility and truly listening. It’s given me the ability to anticipate needs before they arise, which is essential in both parenting and PR.
As a mom, I’ve learned to juggle multiple responsibilities with calm under pressure, and that instinct carries over into our client work and how I support my team. I’m intentional about building a culture where people feel supported not just professionally, but personally too.
Being a mother also makes me deeply value time, which pushes me to be efficient, decisive and purposeful. I encourage that same energy in the agency: do great work, be present and still have time to show up for your family, your passions and your life.
You’ve been a champion for women in business. What advice do you share with young women — and your own daughter — about pursuing leadership roles?
When I talk to young women — and especially my own daughter — about leadership, I tell them it’s not about a title. It’s about how you show up.
Volunteer as much as you can. Say yes to opportunities, even the ones that don’t seem glamorous. Be the one who raises your hand, who learns constantly, who lifts others up. Be a great team player, but also make sure your contributions are visible. It’s not bragging to share what you’ve accomplished; it’s showing pride in your work.
I also believe one of the best ways to lead is to figure out what you love so much you’d do it for free and then find a way to build a life around that. Passion is contagious, and it inspires others to step up, too.
Leadership comes from doing the most, not the least. It’s the person who takes initiative, goes the extra mile and keeps showing up with integrity, heart and hustle.
That’s the message I hope all young women and moms raising them hear loud and clear.
With 25 years in PR, what do you think has changed most about the industry since you started?
With 25 years in PR, what’s changed the most is the speed at which the industry moves and the platforms we now have to work with.
When I started, PR was very relationship-driven (and still is), but it was primarily about pitching to traditional media: TV, radio, print. You had days, sometimes weeks, to prepare for a story.
Now, thanks to social media and the 24/7 news cycle, everything is immediate. TikTok can drive ticket sales within hours. You have to be incredibly agile, constantly monitoring trends and ready to pivot strategy in real time.
Another big shift is how much more integrated PR has become. We’re not just writing press releases anymore. We’re strategizing influencer campaigns, producing content, managing reputations across digital platforms and analyzing data to show ROI.
But at its core, PR is still about storytelling. What’s changed is how, where and how quickly we tell that story.
When you’re not working, what do you enjoy most about family time in Chicago?
I am very close to my children, and we frequently travel, dine out and attend festivals together. They have provided me with so much love, comfort and fun – the most wonderful memories. We are looking forward to a trip to Argentina this December. I love my career, but my children are the biggest blessing of my life.
