Amy McRitchie

Amy McRitchie is an Associate Director at Missive, with nearly 15 years' experience in B2B technology PR and analyst relations. She has advised some of the world's most recognised brands across technology, media and cybersecurity, including Virgin Media O2, Vodafone, Sky, SAP and Huawei.      Amy specialises in shaping high-impact, media-first narratives and integrated campaigns that cut through complex markets. Known for translating intricate business strategies into clear, compelling storytelling, she brings a strong track record of delivering campaigns that resonate with both media and business audiences.      With a background in journalism, Amy offers a sharp editorial perspective and a deep understanding of what makes a campaign truly land. Combining strategic thinking with a practical grasp of how stories are selected, shaped and amplified.      Diagnosed with dyslexia later in her career, Amy is also a passionate advocate for neurodiversity. She actively champions greater support, visibility and representation for neurodivergent talent across the communications industry.