As part of the Morning Lazziness series about empowering women who encourage and do incredible things with their ideas in society, I had the pleasure of interviewing Maryam Danagege.
What inspired you to start your own PR agency, and how did you get your first client?
I wanted to create a space that wasn’t just strategy-driven, but culture-led. An agency that helps businesses speak directly to the audiences they often struggle to connect with people of color, immigrants, newcomers to Canada, Arabs, and Muslims. Hustle House is about showing brands how to really market to these communities with cultural awareness, not assumptions. A PR house that builds stories that feel like community because we’re part of it.
I also saw a clear gap between Canada and the Middle East when it came to PR and market expansion. Having lived and worked across both regions, I wanted to create a platform where Canadian companies could confidently grow their presence in the Middle East—and vice versa. Hustle House became that bridge.
My first client actually came from a referral. I was still freelancing and someone I’d previously collaborated with reached out saying, “You get it. Can you help us with the launch for our new product?” and that’s where it started.
What unique challenges have you faced as a woman entrepreneur in the PR world, and how did you overcome them?
One of the biggest challenges has been finding my footing as a woman navigating a new terrain. As a newcomer to Canada and a woman of color, there were moments I could sense hesitation or doubt before I even said a word
Fitting in wasn’t always easy, but I’ve learned to lead with quiet confidence. I let my work speak first. Over time, showing up consistently and delivering results helped shift the narrative. I realized I didn’t have to wait for a seat at the table, I could create my own, with intention, grace, and a deep sense of purpose.
How do you stay ahead of trends in an industry that’s constantly evolving with media and technology?
I stay curious. I listen to Gen Z creators like they’re mini professors. I test tools myself. I watch what’s trending on TikTok and in niche newsletters. I also pay close attention to culture because what’s happening in communities often dictates where media goes next.
Plus, being plugged into different markets like the Middle East and North America keeps me on my toes.
What’s your go-to strategy for building strong, lasting relationships with clients and the press?
I focus on being helpful and reliable. Whether I’m pitching to a journalist or working with a client, I always ask myself: What can I do to make this easier for them? PR is all about building trust, following through, and staying consistent.
I also believe in being honest and down-to-earth. No overpromising,
Sometimes that means sending a quick thank-you, checking in when it matters, or acknowledging small wins that are often overlooked.
At the end of the day, I want people to feel respected and supported in every interaction.
Can you share a campaign or media moment you’re especially proud of—and why it stands out?
One media moment I’m really proud of is the MonoFin Challenge, which took place at the start of COVID. I was away from my base and everything felt uncertain, but I managed the entire event remotely. It was the first of its kind in the UAE and even made it into the Guinness World Records.
From media outreach to making sure every deliverable was met, I handled it all and made sure the event got the attention it needed.
Which platforms or tactics have been most effective for growing your own brand visibility?
Community has been the foundation of my visibility. I started by showing up for others—sharing contacts, supporting projects, and building real connections. That’s what helped people remember my name before they even knew my brand.
Instagram followed, giving people a look behind the scenes who I am, what I do, and why it matters. It’s where the personality shines.
LinkedIn has been gold for thought leadership. It’s where I share insights, industry reflections, and connect with peers and clients who value both strategy and authenticity..
What role has mentorship played in your journey, and how do you pay it forward to others in the industry?
Mentorship has been everything to me but not always in the traditional sense. I’ve been inspired by women in and outside the industry who kept going despite the pressure. Single moms, women working through pregnancy, juggling full-time jobs while building their dreams on the side, they did it. They followed their vision regardless of the challenges, and that pushes me to go a little further every time.
Some mentors gave me direct guidance, others inspired me just by watching how they move. I carry that spirit into Hustle House Community, where I mentor upcoming PR professionals and openly share media contacts, job leads, and honest advice—no gatekeeping, just growth.
Today, I’m proud to be mentoring others, formally and informally. My hope is to inspire others to follow their dreams, even when the path isn’t perfect. Because sometimes, just seeing someone else do it makes all the difference.
How do you handle high-pressure situations or crises, whether for a client or your own business?
Breathe first, respond second. I’ve learned that clarity comes when you don’t spiral. I break things down: What’s urgent? What’s noise? Who needs to know right now? What else can I do if this is not working.
What’s one piece of advice you’d give to women entering the PR or communications industry today?
Don’t shrink yourself to fit into rooms that were never designed with you in mind. Learn how the game works, study it, observe, ask questions then rewrite the playbook in your own voice. You do belong, even if your journey doesn’t look like everyone else’s. In fact, that’s your strength.
And please save everything. Screenshots, feedback, thank-you messages, small wins, big wins. Keep those receipts, you will need them later.
What are the 5 things you believe are essential to overcome self-doubt and build confidence in this field?
- Start before you’re ready.
I didn’t wait for a perfect logo or website—I started with an idea and trusted I’d learn on the way.
- Celebrate small wins.
Media mention? Win. Client renewal? Win. A “you did great today” note? Big win.
- Find your people.
Surround yourself with mentors, hype friends, and peers who get it. Not everyone deserves access to your dreams.
- Own your story.
The more I shared my truth—new comer, Muslim, woman of color, the more opportunities aligned.
- Show your work.
Post it. Share it. Pitch it. Your voice won’t be recognized if you keep whispering in the back row.
Is there a quote, mantra, or philosophy that guides your decision-making and leadership as an entrepreneur?
“Anything worth doing is worth doing well”
This is something I learned from someone very dear to my heart, and it’s stuck with me. It reminds me to show up fully, even in the small things. Whether it’s writing a pitch, planning an event, or mentoring someone, effort matters. If I’m going to put my name on something, I want it to reflect care, pride, and purpose.
If you could inspire a movement that would bring the most good to the most people, what would it be?
I’d love to champion a structured mentorship program that helps women of color get into and grow within the PR and media industry. Whether it’s access to contacts, job opportunities, or just real-world advice—sometimes you just need someone who’s been there to show you the way.
How can our readers further follow your work online?
You can find me on Instagram, on LinkedIn, and through my platform, and I do have a community for Comms professionals and creatives, which is called @hustlehousecommunity.
