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 Zuhura Miriam.
Zuhura Miriam is a highly skilled digital marketing and PR professional with a wealth of experience working with clients worldwide. She is recognized for her ability to craft effective campaigns that yield results organically. She prides herself on having worked with startups, corporations, agencies, and individuals in vast industries, successfully helping them to share their brand stories to attract clients. Zuhura’s creative approach and passion have made her a sought-after consultant in the industry.
What inspired you to become a freelancer in PR, and how did you get your first client?
I became a PR freelancer out of necessity and passion. After years in corporate roles, I had a newborn, and reality hit hard. My salary alone wouldn’t cut it. During a heartfelt conversation with my sister, she said, “You’re good at what you do. Why not try freelancing?” That nudge changed my life. I signed up on an international freelance platform and landed my first client. Before I knew it, I was organically securing placements in Forbes, Yahoo, and more. That first “yes” opened a door I never want to close.
What’s one lesson you’ve learned the hard way in your career?
Working with a women-led agency that served female entrepreneurs was exciting at first, until the payments stopped coming. I gave my all, but salaries were delayed, reduced, and eventually vanished. Being taken advantage of, especially by another woman who I believed understood the hustle, was painful. With her in another country, I had to count my losses. It was a tough lesson: always have clear agreements and boundaries, no matter how aligned your values appear to be.
How do you stay ahead of trends in an industry that’s constantly evolving with media and technology?
I’m a sponge, reading, engaging on social media, and connecting with people from every industry imaginable. But research is my sweet spot. Whether it’s diving deep into trend reports or using AI tools to gather quick insights, I stay ahead. I’m curious by nature, and I believe that’s the most powerful tool in a communicator’s toolkit.
What’s your go-to strategy for building strong, lasting relationships with clients and the press?
Communication. It starts with listening. Truly listening. Then comes understanding their brand DNA, their pain points, and their ambitions. I treat every client like a partner. I ask when I don’t understand, celebrate small wins, and always keep feedback loops open. Appreciation and alignment are the foundations of all my client relationships.
Can you share a campaign or media moment you’re especially proud of—and why it stands out?
One project that continues to inspire me is The Celestina Code by Nora Szanto. This wasn’t just a book. It was a mission to help children build emotional intelligence, resilience, and empathy through storytelling. We launched a fundraising campaign that not only hit its goal but surpassed it, gaining incredible support. From strategic PR to community engagement, we created a ripple effect that went far beyond book sales. It became a parenting resource, a classroom tool, and a conversation starter.
Separately, I’ve also been deeply moved by the work of Kale Sudhoff, whose children’s books tackle complex topics like inclusivity in a refreshingly simple and powerful way. His questions like “How do we teach kindness early?” are ones I carry into every impact-driven campaign I run.
Both Nora and Kale remind me why I do what I do: to help stories that matter find the audience they deserve.
Do you market yourself online? Why or why not?
Ironically, I live behind the camera. I prefer my clients in the spotlight. While I’ve shared some wins on LinkedIn and even gained clients from there, I’ve never fully marketed myself. Most of my business has come through word-of-mouth, and honestly, that speaks volumes about the impact I leave behind.
What role has mentorship played in your journey, and how do you pay it forward to others in the industry?
I never had a mentor hold my hand. I was tossed into the deep end and had to learn how to swim. But I’ve always asked questions, read voraciously, and applied feedback like a pro. Today, I have friends walking the same path, and they get front-row seats to my process. I share my wins, my mess-ups, and my mindset. And I ask them, “If you were me, what would you do?” Growth is a two-way street.
How do you handle high-pressure situations or crises, whether for a client or your own business?
Crisis? That’s my playground. I bring clarity to chaos. I often joke that if I had the current president of Kenya as a client, I’d have him re-elected with a landslide, and people would be excited about it! When pressure hits, most people panic. I stay human, stay grounded, and lead with empathy. That’s my superpower.
What’s one piece of advice you’d give to women entering the PR or communications industry today?
Be you. You are your magic. When you land a client, treat their brand like your own. Celebrate their wins and take responsibility for their falls. Get close to their goals, both short and long term. That alignment will set you apart from the noise. PR isn’t about the flash. It’s about trust, strategy, and heart.
What are the 5 things you believe are essential to overcome self-doubt and build confidence in this field?
- Self-belief: Your journey began with a dream. Never lose sight of it.
- Communicate change: You’re in the business of impact. Keep your eyes on the difference you’re making.
- Always keep learning: Degrees are great, but growth is daily. Everyone has something to teach you.
- Promise only what you can deliver and then deliver more. That’s how you grow.
- Dare to be different: Textbooks are just the foundation. Make your own rules.
Is there a quote, mantra, or philosophy that guides your decision-making and leadership in your space?
“Live and let live.” Choose peace, even when it’s not popular. Always seek to understand both sides of the story. What looks like a six from here might be a nine from the other side. That empathy can save you a thousand headaches in crisis communication and decision-making.
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 already am. I’m part of The Nova Global, a movement led by my client Melissa Bauknight. It’s about helping women show up as their authentic selves. No burnout, no shame, just full-on support. Imagine a single mom, jobless for 10 years, finally called in for an interview. The Nova Global babysits her child, preps her with expert coaching, styles her, and tells her, “You’re hired.” That’s the kind of support the world needs more of, and I’m proud to be part of it.
