My experience moving from Bespoke Events Marketing to Digital PR

From floral installations to follow links – my unexpected leap from events to digital PR.

It’s never too late to make a change… Right? In 2025, I made the decision to give my career somewhat of an overhaul. While not the most dramatic move out there, I decided I needed to change from a Social Media/Marketing role at a bespoke events space, and dive headfirst into the fast-paced world of Digital PR at a performance marketing agency. TAL Agency, in case you didn’t guess.

First steps in the industry

Rewind a couple of years, and I graduated from King’s College London with a degree in English in 2023, and quickly landed a role at a bespoke event space as a Marketing, Social Media and Events Manager – along with running the social media platforms of their award-winning in-house chef, too. It was the classic case of ‘digital marketing girl does everything’.

As well as this, I was creating content for my own personal brand – which I’ve grown to over 65,000 followers on TikTok by the way – giving me the perfect opportunity to practice my beloved writing skills, along with honing others including creativity, communications both verbal and written, copywriting, and organisation. Managing events came naturally after years of experience in the hospitality industry. 

As part of my role, I was responsible for hosting a diverse range of bespoke events including supper clubs, weddings, private parties, food & wine pairing events, and corporate events, and meanwhile marketing and promoting them. Busy? Yes, but it also gave me a holistic view of how the events were running behind the scenes. 

The role was hybrid, broad and varied, giving me valuable exposure to different aspects of marketing, and teaching me to always take a pragmatic and proactive approach. I could be receptive to customer feedback first hand, and single-handedly implement improvements that made a difference. In our increasingly social-first world, I was responsible for managing the venue’s online presence, creating content, editing graphics, scheduling posts, and responding to enquiries across platforms like Instagram, Facebook, LinkedIn, and TikTok. 

I would also contribute to keeping our website updated using WordPress, producing email marketing campaigns, and handling occasional press releases for local publications – which were all outreached organically. Little did I know this would come to suit me well in my next career path!

A significant part of the job involved adapting to market and social media trends to maintain relevance and reach. For a small, independent business, organic growth was paramount – paid advertising was very limited, so success depended on understanding our audience, creating engaging content, and building longstanding relationships with potential customers. Over time, I gained confidence in using platforms like Canva for design, Mailerlite for email campaigns, and SEO tools to optimise web content.

Making the leap

While the role was varied and equipped me with a diverse range of transferable interpersonal and technical skills, I was itching to explore other areas of marketing, particularly something more specialised. 

I wanted to build on my flare for writing further, and continue to connect with audiences. PR and communications had always interested me; the ability to create such an impact and harness creativity and innovation through campaigns was something that greatly interested me. 

TAL Agency appealed to me as a data-driven performance marketing company with a focus on measurable results. I wanted an environment where I could learn from and with skilled PRs, where I could grow professionally and personally. 

The transition marked a shift from an in-house, primarily organic marketing role in a fast-paced environment, to the creative and exciting world of Digital PR, where I now work across a range of clients and industries from consumer lifestyle and ‘adult toys’ to tech and procurement. 

My current role as Digital PR Exec focuses on two key areas: 

• Reactive PR – responding to breaking news, trending topics, journalist enquiries, or emerging conversations in the media with relevant, expert commentary or data-driven insights on behalf of clients.
• Proactive PR campaigns – the development of longer-term creative ideas designed to build brand awareness and secure high-quality backlinks. 

I’ve found that my experience staying on top of social media trends, and staying informed with the news and socially conscious conversations has been immensely helpful for developing campaign ideas that align with wider cultural conversations.

One of the biggest adjustments was learning how to approach PR with a performance mindset. With digital PR being heavily data-led, with clear objectives around SEO, backlinks, and measurable impact, I developed a stronger understanding of technical aspects such as domain authority, search rankings, and how digital PR fits into broader marketing strategies.

I also realised the importance of fostering strong relationships with journalists, and how to utilise software to outreach to the press, as well as how to pitch press releases. In my previous role, press releases were done completely organically – even the process of finding journalist’s emails was organic. Here, I have the resources and support to outreach directly to journalists and organise media lists by industry or focus, and form those long-term mutual relationships that good PR thrives on.

The transition from in-house to agency also needed me to adapt myself in a totally different way. Working across multiple clients in varying sectors requires switching between tones of voice, understanding diverse audiences, alternating from B2C to B2B, and keeping up with sector-specific news, along with ensuring the client’s expectations are always managed, and we’re aligning with their deadlines. 

So, how am I finding it?

I have taken the transition from events management to TAL in my stride, and while challenging, it was a natural progression for me – allowing me to apply and expand my existing skillset in a new, more specialised setting. Both roles have emphasised the importance of communication, adaptability, and understanding your audience. 

The move has not only broadened my professional perspective but also strengthened my confidence in navigating new environments – skills that will undoubtedly continue to shape my career going forward. The endless innovative and creative opportunities in Digital PR feels exciting, and I feel very grateful to be working in an environment that feels inspiring and energising. 

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