A whirlwind journey in digital PR – For Alumni, By Alumni

Annabelle Earps (BA 2020) studied Journalism and Communications at Cardiff University and is now building a career in digital PR. Here, she reflects on entering a shifting digital landscape. 

Since graduating from Cardiff in 2020, the media landscape has seen some big transformations. In just a few years, the world has become increasingly digitalised and brands have altered how they engage with their audiences, presenting both challenges and opportunities. As I entered the PR industry, traditional methods gave way to shifting technologies and media habits, so I found myself needing to constantly update my skills and toolbox. My career has been a whirlwind so far, but an incredibly exciting one, and I can’t wait for future projects to unfold. 

Looking back on my studies, I loved my time at Cardiff. My father studied engineering there in the 80s, and after moving to the city myself, I found out my course was being held in the Bute Building – the same lecture hall he attended. This was an emotional trip down memory lane that we both loved and allowed us to connect as father and daughter. Walking through Cardiff town to Cathays has also become one of my fondest memories. Meeting with one of my best friends, Hedda, to go to the School of Journalism together is something I will always reminisce about, and something we still laugh about together. So, I’m grateful to the university not only for the education I still use in my daily work life but also for the lifelong friendships I formed there. 

During my degree, the School of Journalism, Media and Culture moved to sit beside Cardiff Central Station and the BBC headquarters, which was amazing to see. I really valued the opportunity to work so close to a bustling media hub. PR soon became one of my favourite topics at university – taught by my favourite lecturer – and I built a strong foundation of knowledge that I apply in my role today as a Digital PR Manager. So far, career highlights have included overseeing different creatives and working with videographers, as well as helping my company achieve a Great Place To Work Certification. 

Over the past few years, I’ve also enjoyed digital PR’s focus on enhancing a brand’s reputation and visibility online. Traditional tactics such as media relations still play a role in this, but digital PR now extends to online reputation management, influencer partnerships, and content creation. This means that digital PR professionals like me aim to connect with influencers and online communities as well as journalists, with the ultimate goal of generating positive exposure. With data analytics to hand as well, we can also gain deep insights into audience behaviours. Tactics like these are continuing to evolve however, so to stay competitive, it’s crucial to keep up with social media trends and the development of different technologies. The introduction of artificial intelligence tools, for example, requires continuous learning on my part.  

In this new digital age, one of the most valuable lessons I’ve learnt is the importance of authenticity. It’s an era of information and choice overload, so audiences are craving deeper connections and more meaningful interactions with brands. So, by prioritising authenticity and transparency in our communications, we can craft compelling stories and build trust with users.  

When PR professionals work together, adapt, and stay proactive, we can come up with innovative campaigns that speak to our audiences. Much like building a career, PR isn’t just about rolling with the punches – it’s about making the most of them to keep on growing.  

You can connect with Annabelle on LinkedIn as well as Cardiff Connected, our alumni networking platform.

‘For Alumni, By Alumni’ is our blog series shining a spotlight on the stories you want to tell your peers. Perhaps you’re involved in an amazing community project or your work is innovating and solving problems? Submit your idea.