Top 100 Business Coach David Meltzer called Heather Burgett “one of the best PR people in the world” when introducing her on his show, “Office Hours.”
Yet, what Burgett—an award-winning publicist turned business coach—is building is far beyond a public relations enterprise.
She says, ”Our edge is that everything we do is the antithesis of bro marketing.”
As the founder of the long-standing Santa Monica, CA-based PR Agency, The Burgett Group, Inc., she chose to go all-in on her new, fledgling PR Stars online business when the 2020 pandemic hit. Her programs have now grown into a larger brand ecosystem.
In 2025, she formally gave her ventures a broader moniker: the Shine Collective.
Burgett adds, “We’re ushering in a new era of aligned visibility—helping women in business become discoverable and confidently seen in the right places, at the right time, with the right message, and the right invitation.”
Today, the Shine Collective umbrella is the elevated brand that Burgett is most proud of: a premium home for high-caliber masterminding and business growth for impact-driven visionary women.
The Evolution Mirrors the Numbers
From 2020 to 2025, Burgett more than tripled revenue from her online programs—the kind of compounding trajectory that comes from consistency and a genuine passion for serving others.
This is largely due to her laser-like focus on mastering the delivery of her signature Shine Online Mastermind program, a 6-month transformational journey for women thought leaders who are ready to become a phenomenon.
Over the full five-year trajectory, the company has sustained an estimated 25% average annual growth, expanded with 10+ contractors, hosted 50+ live virtual community events, and built a flagship program that has generated seven figures in revenue—this is Burgett’s version of “slow and steady wins the race.”
2025 marked a record year for the business with standout momentum inside Burgett’s curated monthly masterminding events and her steadily growing community. She also introduced two new programs.
Her Thought Leader Profile Builder is designed to help women with teams step into their next level of thought leadership and visibility. Be Official is a 30-day experience to step into greater visibility, featuring a global announcement to build next-step momentum.
The engine behind the growth has remained consistent: organic lead generation. Burgett uses the same simple methods she teaches, including referral marketing and visibility through writing, speaking, and the power of earned and digital media—without relying on ads, funnels or social media content creation.
She has achieved this compounding growth without paid advertising or a heavy tech stack—with a contractor model that keeps the business capital-light. It’s the kind of strong foundation and healthy growth that business owners, investors and partners dream about: consistent, sustainable and built for longevity.
The Shift Entrepreneurs are Craving
Burgett shares her core philosophy, “Alignment first, strategy second—because aligned visibility amplifies what’s already true.”
“We aren’t here to change our clients, we are here to help them shine more of who they already are into the world.”
Her leadership reflects a shift many entrepreneurs are craving: less hustle and hype.
She says, “They want more simplicity, honesty and a genuine human connection.”
The old paradigm of online marketing has been loud. It has relied on generic approaches, mass manipulation, aggressive high-pressure tactics, pushy sales, and complex formulas that ask people to contort themselves into templates—often at the expense of their integrity, sanity and peace.
“I speak to brilliant women every week who have invested everything to try to build their businesses, yet they are still not monetizing. I started this business to teach my clients how to fish for their own visibility, and we found that many women were struggling financially, so we decided to also teach the keys to sustainable business. I simply turn around and teach them what we are doing that is working.”
Burgett’s genuine vibe is rooted in her passion for authenticity and a down-to-earth communication style that emphasizes collaboration over competition.
This puts her at the forefront of a new paradigm—a conscious business model where mindset and alignment come first. Then, a customized strategy for each client creates results that flow naturally from a strong foundation, positioning clarity and consistent action.
Her methodology sits at the intersection of alignment-centered leadership, earned credibility and community-powered visibility.
Community as the Growth Engine
A key reason the Shine Collective stands out is the community architecture.
Burgett has created a culture of collaboration where women promote one another, connect intentionally, and build relationships that turn into referrals, partnerships and visibility.
Hosting her first free virtual community event in May 2020 was what landed Burgett an invitation to the Forbes Business Council from the LA Chair, who liked what she was seeing.
Burgett says, “In times of contraction, I like to go into expansion. I’m constantly inspired by my grandparents, who enlisted in World War II. Because of their courage, I knew I could embrace my purpose and take a stand. In these darker times, it’s for visibility equity.”
“Everyone deserves to have a voice and to be seen and heard. The more I can support thought leaders in getting out there, the faster they can help the people they are meant to serve.”
Her methods focus on visibility with a purpose, and her community events ensure relationships are built on generosity and trust. Burgett creates a Community Resource Guide after each event and promotes every guest in it to her larger network of 15k+ entrepreneurs.
She shares, “The most common feedback we get is that our approach is different and a welcome breath of fresh air. These days, most people expect a bait-and-switch. In our approach, we lead with generosity, and switcheroos don’t happen. Our invited guests have literally cried, thanking us for genuinely showing up to support them without any strings attached.”
In a world where competition is often glamorized, Burgett has built something special: a platform for collaboration where women in business connect, shine and rise together.
A New Operating System
The media landscape is constantly shifting, so discoverability matters more than ever.
Connection is the new currency.
These shifts are shaping Burgett’s next chapter.
Her Shine Collective team is developing Shine OS, an operating system for visibility.
She shares, “The next era is about taking our company to an even more global level while incorporating AI. We want to help more people end their frustration and suffering around not knowing how to share their genius with the world and reach the audience they’re meant to serve.”
“We have largely focused on women in business until now. We are currently streamlining an operating system that will help anyone, anywhere with their journey into higher visibility.”
“From the business owner in Kenya to the entrepreneur in Singapore and the founder in New Zealand, we want Shine OS in the hands of people building impact everywhere.”
Burgett intends to roll out the new system globally through various channels, including licensing. Her vision is to especially focus on non-profit organizations and expand the Shine Collective movement while protecting the integrity of her signature approach.
She jokingly adds, “That means…no bro marketing.”
To learn more, connect with Burgett on LinkedIn.
