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

Allira 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.”