As part of the Morning Lazziness series highlighting empowering women who are making a remarkable impact with their ideas, I had the pleasure of interviewing Leigh White.
Leigh White is a media expert with over 20 years of experience empowering leaders, experts, and changemakers to amplify their voices, build authority, and drive meaningful impact through strategic public relations. She is passionate about equipping thought leaders and innovators with the confidence and skills to share their stories effectively, helping them build brand influence, impact, and income.
Since founding her media consultancy in 2004, Leigh has designed training programs, led dynamic workshops for audiences ranging from 25 to 300, and coached thousands of clients one-on-one across the USA and Asia Pacific, including Australia, New Zealand, Hong Kong, and Singapore. Her passion lies in transforming even hesitant speakers into confident communicators, ready to pitch and land media interviews.
Leigh’s expertise extends to guiding high-profile executives, entrepreneurs, and marketing professionals in aligning PR strategies with business goals, ensuring consistent media exposure that builds brand trust—without ever needing to hire an agency.
Known for her engaging presentation style, Leigh also consults on government advocacy campaigns to achieve positive social impact. With post-graduate qualifications in PR, Marketing, and Business Management, combined with hands-on industry knowledge, she empowers clients to secure meaningful media coverage—no fame required.
In this interview, Leigh White talks about the obstacles she’s overcome, the milestones she’s achieved, and the wisdom she’s gained along the way.
What inspired you to start your own PR agency, and how did you get your first client?
My move from being an Asia-Pacific Brand Manager in high tech entertainment publishing (video gaming) into creating my PR consultancy chose me, rather than me choosing the path.
After I started a family, I discovered a lot about myself including that family is my number one value, and at the time flexible work wasn’t as available as it is today.
I branched out as an independent consultant and found that PR is in high demand because all brands want to build TRUST with PR activity like a media feature, guest speaking or guest writing.
I began setting up meetings with the CEO’s I already knew in my network and learnt most had in-house PR! Fortunately, my first client came through my network of friends and colleagues, and it continued that way with work being referred from clients and my network for the next two decades. I began hiring other marketing and PR women who wanted flexible work and that’s how the team grew.
What unique challenges have you faced as a woman entrepreneur in the PR world, and how did you overcome them?
As a woman, we tend to carry a disproportionate load of professional and at home responsibilities, the thinking, planning, organising and nurturing, all at once. To avoid burnout I recommend letting your own values guide you when prioritising your week.
Yet, whether you are a woman or not, being in business will raise a mix of internal and external barriers to success.
The internal ones can be not feeling ready, and having no choice but to take action, or it can be what we believe about our own potential and how we imagine we are perceived by others. This is at its worst when you’re a newcomer in business, and you get to know the familiar voice of questioning your next move because it never goes away, no matter how successful you become.
External challenges can be fear of all the uncertainty, will it work, will it fail and maybe that we won’t be taken seriously. Thankfully, once you start taking action in the business you either learn a lesson or you win!
How do you stay ahead of trends in an industry that’s constantly evolving with media and technology?
It’s important to have a small network of trusted peers and to read industry information from subject matter experts.
I don’t get on every new fad but I look at where efficiencies can be created. Having experienced huge technological change in my career previously, I am very open to testing and learning.
Now that I am a PR educator, I teach studies in my programs how to embrace time-saving technologies and also, what to avoid.
What’s your go-to strategy for building strong, lasting relationships with clients and the press?
From the very beginning in my business I always remained the point of contact for my clients, while the team worked on delivery, so there has always been a deep level of open and transparent communication, the good and the bad days. This high level of trust is particularly important in PR.
Can you share a campaign or media moment you’re especially proud of—and why it stands out?
There were so many proud moments of large scale global launches in the entertainment and book publishing worlds during my career, but what really changed my view about impact is seeing long term social advocacy campaigns pay dividends.
With my longest standing client, CREATE Foundation, we campaigned for over a decade to advocate and agitate for change in transitioning from the out-of-home care sector and in 2022 we succeeded! The thousands of young people living in the care system (foster, kinship or residential care) have the option to remain with a carer or placement til 21, not have to leave at 18.
I know this impacted so many lives to have stability and now the legacy I hold is that I teach change makers, experts and advocates how to have the confidence and skills to get their own PR and not need an agency.
Which platforms or tactics have been most effective for growing your own brand visibility?
To build your brand, the first tactical move is that it’s key to define what you stand for. What you are known for, such as what people think of when they are talking about or referring to you, is key to articulating in your communication channels.
Be clear and consistent with the brand message – I educate change makers to impact the world with their voice.
What role has mentorship played in your journey, and how do you pay it forward to others in the industry?
When I left my stable job and went out on my own, I wish I had understood the power of mentors. I only knew two people who were independent business owners (not partnerships) and even just knowing they could succeed and have a sustainable business kept me going.
I went on to hire coaches and to find mentorship in reading books, podcasts, and listening to leaders interviewed to inspire and challenge me to go further. If you’re starting out don’t wait to find a mentor, read, listen and watch!
How do you handle high-pressure situations or crises, whether for a client or your own business?
Any high stakes situation requires careful assessment before taking action. This is the moment to reach out to trusted colleagues or mentors and do your best to move quickly and ideally take control of the situation.
What’s one piece of advice you’d give to women entering the PR or communications industry today?
Don’t listen to the voice of your inner critic, you will never feel ready, just start today with what you have and learn as you go! It worked for me and you can do it too.
Here is our signature question: “What Are The 5 Things You Need To Overcome Self-Doubt and Build Confidence?”
Journalling – by doing this you gain an objective view of your own thoughts, actions and feelings, as well as experiences. In just 5 minutes a day, or longer once a week, you can see it more clearly for what it is and learn or be accountable. Personally I journal daily.
Keep promises you make to yourself – If you don’t even keep promises that you’ve made to support your goals and ambitions, you won’t be able to trust yourself when it counts. On difficult days, you need that self-trust. Your sense of confidence and self-reliance won’t grow until it comes from within.
Network – This is like planting seeds that will bear fruit later. Stop evaluating the return on this effort in the short term.
Beginner Mindset – adopt a flexible outlook where you view every step forward as a learning opportunity, even if you’ve never done it before. If it doesn’t work out, you’re not failing. Redefine how you see failure entirely because we only become great by small increments at a time.
Drop the lack mindset – create a sense of abundance, be ready to give before you ask and stop fearing things won’t work out. There is enough work for everyone. Get used to going outside of your comfort zone, speaking up, setting rates you deserve and investing in relationships for the long term.
Is there a quote, mantra, or philosophy that guides your decision-making and leadership?
Do or Do not, there is no try. Yoda
Ok, we are nearly done. You are a person of great influence. If you could inspire a movement that would bring the most amount of good for the greatest number of people, what would that be? You never know what your idea can trigger.
I have inspired others to pursue their passion, whatever inspires them, and turn it into an impact-led business or service to create positive change in the world. I believe we are creating sustainable change through giving a voice to one purpose-led leader at a time.
How can our readers further follow your work online?
Read more and grab free tools here:
- Website: Leigh White
- Follow on LinkedIn
- YouTube Channel: Meet the Change makers
- Follow on Instagram
