The communications expert has launched her new podcast It’s PRsonal

As Founder and CEO of Flare PR, communications expert Ingy Yousri Ismail has spent nearly a decade shaping brands across the Middle East, blending creative instinct with strategic thinking. Today, her work extends beyond public relations into mentorship, leadership and storytelling, most recently, with the launch of her new podcast, It’s PRsonal, a platform that brings together personal journeys and professional growth.

The Egyptian-Italian entrepreneur has been shaped by experiences working across London, Milan and the Middle East. Her path reflects a global perspective grounded in regional understanding. Her career has included working with brands such as Salvatore Ferragamo, Aquazzura and Diesel, before founding Flare PR in 2016, a boutique agency specialising in fashion, luxury and lifestyle brands across the MENA region. Over the years, she has led landmark collaborations, high-profile launches and industry-defining events, while building a women-led team focused on creativity, strategy and long-term brand growth.

Yet beyond the business milestones, Ingy’s journey has been shaped by personal growth and adaptability. “Each city shaped me in a completely different way. London was fast, structured, and very disciplined; it taught me how to think strategically and respect process. Milan was more instinctive, creative, and detail-obsessed, where taste isn’t a bonus, it’s the standard. And the Middle East has a totally different rhythm, more relationship-driven, intuitive, and all about understanding people beyond what’s on the surface.”

These global experiences helped define her leadership style and approach to communication. “It taught me how to read a room before speaking in it and, more importantly, how to adapt without losing my voice. As a woman, it made me both softer and sharper. Softer in understanding people, cultures, and nuances. Sharper in knowing exactly where I stand and what I bring to the table.”

That perspective has naturally evolved into her latest venture, It’s PRsonal, a podcast that explores the intersection between personal choices, public relations and brand growth. Developed over two years, the platform reflects her belief that the most meaningful business journeys are deeply human. “PR for any business or personal brand looks very polished from the outside, but behind every ‘success’ is usually a slightly chaotic, very human story. I wanted to create a space where we drop the highlight reel and talk about what really happens — the doubts, the pivots, the uncomfortable decisions and the real journey to success.”

Through candid conversations with founders, entrepreneurs and public figures, It’s PRsonal moves beyond traditional PR conversations to explore the emotional intelligence behind brand building. “I wanted to create something more honest, where you get to know people both personally and professionally, not just what they do, but how they got there.”

The podcast also reflects a natural progression of Ingy’s work as a mentor and community builder. Alongside Flare PR, she has launched initiatives such as the SHE Retreat, designed to create space for women to reconnect, recharge and share experiences. These projects reflect her belief that leadership today extends beyond business strategy.

“The biggest challenge isn’t the industry, it’s the expectations around how you’re ‘supposed’ to lead as a woman. When I started my business in 2016, I was 28, and I often sat across from big corporations where I had to prove myself twice: once for my expertise and once for my age.” Instead of conforming to expectations, she chose to define her own leadership approach. “I had to unlearn the idea of fitting into a mould and instead build my own leadership language, one that feels authentic to me.”

This authenticity also informs how she builds her team. “Flare is an all-women-led agency, which I’m really proud of… I don’t believe in competition within a team; I believe in alignment and ownership.” Her philosophy extends into how she approaches PR itself, emphasising authenticity over perfection. “Authenticity isn’t just part of the strategy; it is the strategy. People connect to what feels real, not what feels perfect.”

Looking back, Ingy’s decision to launch her own business came organically. “I never actually planned to start my own business… Within a month, I had already started consulting, and a month later, I organised my first event in Egypt. From there, things grew very organically.”

Today, her work continues to evolve. From Flare PR to mentorship, retreats and now It’s PRsonal, each initiative reflects her broader vision of building community and empowering the next generation.
“Start before you feel ready; you will figure it out as you go…” She says “I always say, don’t try to replicate someone else’s path; build one that actually fits your life, your energy, and your ambition.”

Listen to the It’s PRsonal podcast here: https://lnk.to/ItsPRsonal