The Client

Only one in five businesses that reach the £1Million threshold are run by women – a statistic that Lucienne Shakir is determined to change.

Established in 2019, Lucienne Coaching has a clear mission to empower female founders to build brilliant businesses so they can succeed with strength, confidence and sheer self-belief in their abilities.

As a master ICF accredited, visionary coach and mentor in the field of female empowerment, Lucienne has a long-term vision for complete equality in entrepreneurship – not just in relation to gender, but for every individual, in every sector, worldwide.

Supporting hundreds of female founders, with many reaching £100k+ turnovers, and six hitting £1m+, Lucienne is committed to providing accessible, tailored, personal and professional coaching.

The Challenge

Lucienne had already built a very strong reputation as an expert in her field – largely through her own social media, client results, in person events, podcasts and webinars – but she was keen to build on this by utilising a targeted and comprehensive PR strategy which focused on these areas and objectives:

  • To complement Lucienne’s marketing efforts with PR and media relations activities (e.g. helping to promote The Academy, Female Founders Summit 2023 etc)
  • To build the reputation of Lucienne as a master accredited, visionary coach with particular focus on her hometown of Northampton
  • To leverage and promote Lucienne Coaching’s charity partnership with The Lewis Foundation
  • To explore credible awards programmes (regionally and nationally)

The Solution

Working together, our Goldings Communications team created and implemented a targeted and actionable PR plan combining media relations and awards research and submission:

Media – Using a combination of targeted media outreach and planned press releases, we have achieved coverage in the following regional and national publications which has helped raise awareness of Lucienne’s work, events and initiatives:

  • Northampton Chronicle & Echo
  • BBC Radio Northampton
  • Northants Life
  • Women in Trade
    • Series of blogs
    • Speaking slot at Women in Trade Day
  • Brand You Magazine

Awards – Starting with a comprehensive awards research exercise, we created a detailed list and schedule of potential award programmes to enter, identifying why they would be beneficial, explaining category options and providing our recommendations.

As a result of this research, we worked with Lucienne to research and craft entries for the following award programmes:

  • Best Businesswomen Awards
  • National Business Women’s Awards
  • Northamptonshire Business Excellence Awards
  • The Women’s Awards

Shortlisted for every award, Lucienne achieved well deserved recognition by winning Best Coach at the Best Businesswomen Awards and the award for Service Excellence at the National Business Women’s Awards.

The Outcome

We are continuing to work together as Lucienne’s PR partner and will be partnering with Lucienne Coaching to support the third Female Founders Summit – an annual event designed to inspire, educate and connect female founders.

“Big Thanks to Kim and Laura at Goldings Communication – PR Wizards!

I wanted to share a bit about my fantastic experience with Kim and Laura from Goldings Communication. These two have been brilliant in shaping my year into something truly special.

At the start of the year we mapped out my goals, and they set about making the magic happen. 

Their understanding of local media is top-notch. They helped me get some great coverage that really put my name on the map locally in Northamptonshire. It’s clear they have a deep understanding of how to make a splash in the media, which really took the weight off my marketing team’s shoulders.


To have someone working on your PR behind the scenes – I didn’t quite realise what an impact it would have on my business.

But the highlight? They crafted applications to nationally recognised, independently judged awards. I received UK Gold for two incredible areas, and I couldn’t be more chuffed.  Best Coach 2023, a pretty big deal on a national level, and Gold for Service Excellence. I’m so over the moon about these – and would never have taken the time to apply on my own.

Working with Kim and Laura is a breath of fresh air. They blend professionalism with a personal touch that makes the whole process enjoyable. I really don’t enjoy shouting about my business’s achievements, and they have a knack of getting the information out of you and your team and then transforming this into incredible detail that press will pick up on.


They’re not just about getting you out there; they craft stories that truly represent who you are. And their support doesn’t stop at PR; they’re your biggest supporters, celebrating every victory as if it were their own.

To sum it up, Kim and Laura at Goldings Communication are not just skilled PR professionals; they’re genuine allies in your career journey. If you’re in need of PR that makes a difference and feels personal, these are the go-to experts.


I won’t be without them, and having smashed our 2023 targets, I’m excited to get cracking with 2024.”


Lucienne Shakir, High Performance Coach and Mentor

Want us to perform some PR magic for you? Get in touch to find out how we can work with you too.

Published On: December 8th, 2023 / Categories: Blog, Case Study /

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