CLARITY. CREDIBILITY, CUT THROUGH.
PR & Strategic Writing That Builds Trust and Earns Headlines
You’re busy, your team’s stretched, or you just need senior support that can deliver fast.
I’m Shani Shaker - a senior communications strategist with over 20 years’ experience at London’s leading agencies. Now based in the Lake District, I offer PR, strategic writing and health-focused consultancy that transforms complex ideas into content that’s clear, credible, and built to earn trust.
Having held senior roles at Edelman, Ketchum, Golin, Hill+Knowlton and FleishmanHillard, I bring strategic insight and deep regulatory know-how to help UK and global clients craft nuanced communications that resonate with their audiences and earn attention.
I work with:
- PR & creative agencies needing senior overflow, strategic writing, or support with health and nutrition strategies, campaigns, and content.
- Agency teams who want to level up their writing - through tailored training that builds clarity, confidence, and impact.
- Health, med-tech, food & drink, beauty, and personal care brands that value compliant, credible content.
- Founders, clinicians, and in-house teams who need media relations, thought leadership, or copy that connects and converts.
- Start-ups and SMEs with complex offerings, limited resource, or no time to write.
- Marketing teams and comms professionals looking to sharpen their messaging, develop content frameworks, or strengthen their writing skills.
Why Work With Me
Strategic Writing Expertise
- 20+ years at top global agencies I bring senior-level thinking, creative rigor, and campaign experience from Edelman, Ketchum, Hill+Knowlton, Golin and more.
- Scientific, regulatory, and emotional fluency - I turn complex ideas into clear, credible stories that resonate with audiences and meet compliance.
- Trusted by leaders across high-trust sectors - I collaborate with founders, clinicians, and comms teams in health, food, drink, beauty, and behaviour change to shape brand narratives.
Health, Nutrition & Media Specialist
- Qualified nutritionist with functional medicine training (ION) I translate complex science into smart strategy and compelling, compliant content.
- Sector expertise across health, wellness, food & drink, med-tech, beauty, and personal care - I create evidence-based content that’s credible, creative, and media-friendly.
- Trusted by national, consumer, corporate, and trade media Known for delivering accurate, high-integrity communications that inform, engage, and build trust.
Fast, Flexible & Freelance
- Senior-level support, ready to hit the ground running - I deliver high-quality work at pace, with minimal onboarding.
- Plug-in expertise, on your terms - Whether it’s a short-term brief, long-term project, or last-minute pitch, I step in seamlessly.
- No overheads, no hand-holding - Just trusted, senior support when and where you need it most.
Services
Strategic Brand Writing & Messaging
Clear, compelling copy rooted in insight and purpose:
- Brand messaging
- Narrative frameworks
- Value propositions that clarify your edge
- Tone of voice guidelines
- Website/UX copy
- Global playbooks & localisation guidelines.
Media Ready Content & Thought Leadership
Compelling content that resonates with media, stakeholders, and the public:
- Press releases
- Q&As
- Issues statements
- Proposals
- Pitch materials
- Award entries
- Thought leadership
- Articles, blogs & social copy.
Editorial Consultancy & Content Strategy
More than words. Senior-level insight into what to say, how to say it, and where it matters most:
- Content audits
- Content pillars
- Story mining
- Features
- Advertorials
- Messaging: sensitive or complex topics.
Health, Wellness & Nutrition Copywriting
Science-informed writing with regulatory sensitivity for high-trust sectors - from food and supplements to med-tech:
- Patient communications and toolkits
- Clinical & practitioner resources
- Behaviour change content
- Supplement and functional food copy
- Wellness & health education materials
- Regulatory-safe marketing content.
Ghost-Writing & Executive Voice Development
Authentic, purposeful writing for leaders who want to connect, influence & inspire:
- Ghost-writing for execs and HCPs
- LinkedIn content
- Keynote scripts
- Panel talking points
- Legacy & thought leadership storytelling.
On Demand Writing & Retained Support
Need senior input, fast? I offer flexible support for pitches, launches & campaigns:
- Senior writing for busy teams
- Embedded support during peak periods
- Freelance cover for staffing gaps
- Ongoing support for retained or complex programmes.
Clients
Bupa, Bayer, J&J, P&G, Unilever, Seven Seas, BioCare, LightForce Therapy Lasers, Medista, Patrick Holford, HRA Pharma, Subway, Greggs, British Soft Drinks Association, Irish Food Board, European Fruit Juice Association, Starbucks, Mars, Nestlé and more.
"Having worked with Shani at one of the biggest health comms agency in the UK, I can highly recommend her as a strategic writing partner. As a qualified nutritionist with over 20 years' experience in healthcare communications, Shani brings a rare blend of scientific credibility and creative flair. Over the years, she has worked with all sorts of clients, from boutique brands to large blue-chip organisations, always adapting her style effortlessly to match the tone, nuance, and needs of each brand and audience.
What sets Shani apart - especially in today’s AI-saturated world - is her ability to inject meaning, warmth, and strategic intent into every piece of content. As businesses increasingly turn to automation, it’s never been more important to have a human filter: someone who can spot when copy lacks distinctiveness or feels 'samey', and bring it back to life with insight, empathy, and a strong brand voice.
If you’re looking for a seasoned communicator who understands health, audience psychology, and the power of words, you won’t find better."
Amy Greenwood, Director, Stirred
"Shani is an absolute pleasure to work with. She is bright, interprets briefs well, and then always delivers quality ideas and solutions. Her strategic thinking is strong reflecting her experience, and her writing is pithy and informative, yet full of expression. Shani is also a great collaborator and someone who I valued being part of my team."
Robert Goldsmith, CEO & Founder Spinnaker
"Shani and I have worked together since 2015 and it’s always been a pleasure. Her attention to detail and clarity of communication make every project smooth and successful.”
Matt Poole, Head of Consumer, Censuswide
Get in Touch
I'd love to hear from you; whether you need quick support, a strategic partner or my free guide: “10 Writing Mistakes Smart Brands Still Make — and How to Fix Them.”
Contact
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