By: Leslie Hacker (Vice President, CPRS Vancouver & Founder, Hacker Communications)
In February, CPRS Vancouver hosted Founders’ Lessons: Building a Communications Consultancy from the Ground Up, a conversation designed for communicators who are thinking about founding something of their own, navigating the early days of a consultancy, or simply curious about what it really takes to build a sustainable communications business.
Held at the Leger Vancouver office, the event featured Theodora Jean, Founder and Managing Partner of Coldwater Communications and Past President of CPRS Vancouver, in conversation with media personality Fiona Forbes. With Fiona’s sharp, thoughtful moderation and Theodora’s candid, no-BS approach, the discussion quickly moved past polished success stories and into the real work of building an agency: mistakes, money, people, and all.
When the work finds you, pay attention
One of the most grounding insights Theodora shared was that she did not aggressively chase the work. The work found her. Early opportunities came through volunteering, being curious, saying yes before she had everything figured out, and doing good work once she was in the room.
What struck me was how unexpected that momentum was. She did not anticipate the work coming in the way it did, but over time, it became clear:
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There is more than enough work to go around.
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If you do a good job, people talk.
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Word of mouth compounds quietly, but powerfully.
Being told, “You’re not ready yet”
Theodora spoke openly about being told she was not ready in her 20s, that she needed more experience, more years, more permission.
That moment resonated deeply with me, because I heard the same thing, and it is exactly what pushed me to start Hacker Communications. When your growth timeline is constantly being decided by others, building something of your own can be the moment you reclaim that agency.
Consulting does not remove fear, but it does give you control over your pace, your priorities, and the work you say yes to.
Clients, boundaries, and protecting your team
Another theme that landed strongly was learning when to step away from clients, particularly when values do not align or when you must protect your team.
Theodora shared how early on, worrying about client issues caused sleepless nights. Over time, that changed. Now, when things go wrong, she focuses on fixing the issue, maintaining the relationship, and moving forward without losing sleep.
Mistakes will happen. Curveballs are constant. What matters is resilience, perspective, and knowing that strong relationships can endure.
Pricing, money, and the realities of running a business
The conversation around pricing was refreshingly honest. Theodora was clear that pricing clarity and comfort evolve over time, and that many agency owners learn as they go.
Some of the most practical takeaways included:
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Many organizations still do not allocate enough budget to communications or PR, even when expectations are high.
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Fixed-rate pricing with clear deliverables can be more sustainable than hourly billing, though both still have a place.
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It is okay to have different pricing models, especially when the work fuels your soul.
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Nonprofits and impact-driven organizations can and should be supported at significantly reduced rates without undermining corporate pricing.
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Even modest annual increases of one to three percent across existing clients can meaningfully strengthen a business.
She also emphasized the importance of bringing in operational support early, particularly for HR and accounting, so founders are not trying to be everything to everyone.
Hiring: the costliest lessons
One of the clearest cautions from the conversation was that hiring mistakes are the most expensive mistakes she has made.
Early on, it is tempting to hire quickly or rely on instinct alone. Over time, Theodora learned the importance of surrounding herself with people who are smarter, more specialized, and better than her in their respective areas, allowing her to focus on the business.
Showing up in person matters
A powerful reminder throughout the conversation was how much of this industry is built on connection.
Theodora shared that one of her earliest hires came from a CPRS conference, where she met a future collaborator in an elevator. That moment underscored why CPRS events are so important. Real relationships, career-shaping opportunities, and long-term collaborations often start in the most unexpected ways.
As she put it, the “stickiness” happens face to face. Trust and momentum grow when people connect in person, and that is exactly what our CPRS community makes possible.
A moment that stayed with me
One story perfectly captured the value of PR: a press release that led to a four-minute broadcast segment valued at roughly $60,000, all from a modest engagement. It was a clear reminder that while communications budgets may be limited, the impact of the work can be enormous.
My biggest takeaways
This conversation stayed with me because I saw so much of myself in Theodora’s journey, especially her industry-agnostic approach and her unapologetic honesty.
Here is what I am carrying forward:
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The work can find you when you are on the right path. You do not always have to fight for it.
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Being told, “You are not ready” does not mean you are not capable.
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Many founders start by doing consulting off the side of their desk, and that is okay.
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Mistakes are part of the journey, but hiring mistakes cost the most.
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You do not have to be all things to all people. Expertise matters.
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Pricing should evolve, and it is okay to charge differently when the work is meaningful.
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Surround yourself with people who are smarter than you.
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Never conflate excellence with perfection.
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Face-to-face connection is still where the magic happens.
Above all, what stayed with me most was Theodora’s love for the work itself, the variety, the unpredictability, and the excitement of never knowing what will land in your inbox tomorrow.
Thank you
A sincere thank you to Theodora Jean for sharing her experience with such candour and generosity, and to Fiona Forbes for moderating a thoughtful, engaging conversation that brought out the very best insights.
And thank you to everyone who joined us. These are exactly the kinds of conversations we aim to create at CPRS Vancouver: honest, practical, and rooted in real experience.