Allira Carroll launches Tonic PR with aim to recruit journalists in response to content push

Tonic PRAllira Carroll has parted ways with Savannah PR and launched a boutique lifestyle communications agency Tonic Public Relations targeting the food, drink and travel specialist area.

Carroll has launched the agency, which aims to offer a “refreshing approach” to PR, alongside former Ninemsn entertainment producer and Bauer Media features writer Carmarlena Murdaca.

“We are specialists in food, drink, hospitality and travel – we focus on that, we’re not trying to be an agency for everyone,” she said.

“Our over-arching goal is to be the leader in food, drink and hospitality. It is a specialist area and the understanding of how hospitality venues work and what their needs are is really important. That’s our focus – we want to be the best at that.”



Carroll hopes to recruit more journalists to the team, saying clients are after a PR agency with writing and story-telling skills in-house.

“Recruitment is always a hard one. Being an ex-journo myself and our account manager is an ex-Fairfax, Bauer, Ninemsn journo. I’m definitely looking to broaden the search to bring more journos into PR, which is an awesome skill-set to have, and when they have the right attitude to do the client servicing side as well, it’s a stellar combination,” she said.

“When we’re talking to clients they like the fact that we have that background and that skill-set because more and more we’re asking to be content creators.

“A media release is just one piece of information that we’re writing, with our clients now we’re also doing monthly EDM newsletters and creating content calendars for that, writing social media content calendars. Sometimes we get called on for marketing as well and we have a network of experts we work with in that field, we’ll be helping with the copywriting for a letterbox drop for example.

“That writing skillset and that story telling skill is something our clients love, that’s something I’d like to push forward with in future hires,” Carroll added.

The agency has begun life with a number of clients with some of the roster coming across to Tonic PR from Savannah PR which Carroll recently sold out of. Savannah PR is currently being run by founder and director Brooke Burns.

Tonic PR’s client list includes Gourmet Traveller magazine, Peppers Convent Hunter Valley, Evans & Tate Margaret River wines, Manly Wharf Hotel, Bishop Sessa and most recently have signed Channel Ten’s Miguel Maestre to launch his new Paella a la Maestre range with Woolworths in September.

Miranda Ward


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