Master of Malt
PRs are perhaps the unsung heroes of the drinks industry. We delve into all things comms with The Story associate director Tarita Mullings, and talk career paths, meaningful diversity, the impact of Covid, and quite simply, a love of whisky.
If you want to write a story about a drinks brand, or fact check something, or source a bottle shot, or get the details of a new launch, you need to reach out to a PR. PRs are like magicians. They are brand ambassadors, connectors, relationship builders, strategists, content creators, events planners, trend forecasters, social scientists… it’s a multifaceted role that rarely makes the headlines itself. When it does, PR can be portrayed as somehow fluffy or inconsequential. “If I was down to the last dollar of my marketing budget I’d spend it on PR,” Bill Gates once uttered. Brands rely on PRs to be their counsel and their mouthpiece. Journalists rely on PRs to get the essence of a story. And a drinks PR at the very top of her game is Tarita Mullings.