Turning Passion Into Visibility for Female Entrepreneurs – An Interview with Amie-Leigh Minshull

Amie-Leigh is a seasoned PR professional based in Grantham, UK, with her husband and daughter. With over a decade of experience in public relations, she has cultivated a robust network and a deep understanding of brand positioning. After 12 years working in global PR and marketing in both in-house and agency roles, Amie-Leigh identified a gap in the market for a PR agency that emphasises strategic ingenuity over budget size. With a vision to democratise access to high-quality PR services, she launched Shh! PR to support female business owners in navigating the rapidly evolving PR and media landscape.

Amie-Leigh Minshull, Seasoned PR Professional

Who is Amie-Leigh Minshull?

Hi, I’m Amie-Leigh Minshull, and I’m the CEO and Founder of Shh! PR, a women-led public relations agency dedicated to amplifying the visibility of female entrepreneurs. I started my career in PR completely by chance after realising that my lifelong dream of working in a prison was not going to pan out due to hearing loss. Since then, I have worked on a fashion desk at a regional newspaper, enjoyed the trials and challenges that come with working in both in-house and agency PR roles, travelled the world helping clients, and volunteered my time both on the CIPR Yorkshire & Lincolnshire Committee and as a girls' football coach. Although I have to admit that these days, I prefer a slower pace of life. In my spare time, which isn’t much, I love spending time with my husband and daughter, indulging in a relaxing spa day or laughing and catching up with friends.

What inspired you to start Shh! PR, and what makes your agency unique in the PR industry?

After working in the global PR and marketing industry for over 12 years, I started to realise that there was a gap in the market. Regardless of the sector, the perception and importance of PR and marketing was much stronger for the larger-scale companies, but it is often the smaller ones that needed it the most. But when I looked into it even further, a huge disparity became clear on who heads up those organisations. Visibility shouldn’t be a privilege. Yet too many brilliant female founders struggle to be seen.

At Shh! PR, we exist to change that – strategically, sustainably, and unapologetically. And so Shh! PR was born. The idea was simple yet profound. To help women-led businesses rise above the noise and gain the media coverage they deserve through smart, strategic PR. We understand the unique challenges that female entrepreneurs face not just in running a business, but in being recognised for their value. That’s why we’ve built a PR agency designed specifically to support and elevate female business owners.

What are some common PR mistakes businesses make, and how can they avoid them?

One of the biggest mistakes I see is when businesses treat PR like a one-off tactic instead of a long-term strategy. They’ll send out one press release, get frustrated when it doesn’t land in their top-tier media, and give up. The truth is, PR is about relationships and consistency. You build credibility over time, not overnight.

Another common misstep is forgetting the story. Journalists and audiences aren’t interested in “we launched a new product,” they care about why it matters. Always lead with the human element: the problem you’re solving, the passion behind your brand, or the impact you’re making.

And finally, not amplifying your PR wins is a missed opportunity. If you land coverage, shout about it! Share it on socials, your website, your email newsletter; make that visibility work hard for you.

In what ways have digital and social media changed the way PR works today?

Completely. PR used to be all about newspapers and glossy magazines; now, it’s more focused on the conversations. Social media has blurred the lines between traditional PR, marketing, and community-building. A brand’s reputation can grow, or crumble, in real time, and audiences expect transparency and authenticity, not polished press-speak.

Digital has also made PR more measurable. We can see what stories resonate, track engagement, and adapt quickly. It’s not just about getting coverage anymore. It’s about owning your narrative across all your touchpoints, from LinkedIn thought leadership through to TikTok trends.

At Shh! PR, we blend old-school media relations with new-school storytelling, helping brands stay human while staying visible.

What advice would you give to businesses looking to grow their brand visibility and credibility?

Start with clarity. Know who you are, what you stand for, and who you’re trying to reach. The best PR doesn’t shout the loudest; it speaks clearly to the right audience. Then, focus on building your authority. That means sharing your expertise, showing up consistently, and adding value, whether that’s through podcast appearances, expert commentary, or thought leadership content. And most importantly, don’t wait until you’re “big enough” for PR. PR is how you grow. Even small stories – a new hire, a local initiative, a founder milestone – can be powerful moments to build credibility and connection.

What’s next for Shh! PR, and how can potential clients connect with you to start working together?

There’s so much happening right now, and it’s all about helping ambitious entrepreneurs amplify their stories in smarter, more strategic ways. We’re thrilled to be collaborating with Your Brand Lab, bringing together our PR expertise with their powerhouse marketing capabilities to offer full-service brand growth support.

That means our clients will now have everything they need under one roof, from strategic PR and media placements to brand positioning, marketing strategy, and content execution. It’s designed specifically for growth-focused entrepreneurs who want visibility and measurable momentum, not just vanity coverage.

We’re also expanding our digital PR offering, integrating SEO-led storytelling, thought leadership, and influencer collaborations that actually move the needle. And for those earlier on their journey, we’ve got some exciting workshops and mentoring opportunities coming soon, focused on giving founders the tools to manage their own PR confidently.

If you’re ready to raise your profile and grow your brand, we’d love to chat. You can reach us at shhpr.co.uk or connect with me on LinkedIn – I’m always up for a virtual coffee and a good story.

Follow me on Instagram, LinkedIn, and visit my website for more info!

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