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The first person I ever had the pleasure of having on The PR Insider newsletter was Grace Burton, so it only felt fitting that she was the person to be interviewed for the new Interview Series.
Grace and I first started talking when she wanted to learn more about the industry, and I was so impressed that not only had she decided to make the massive leap to change her career, but she was also so willing and eager to learn more. Since September, when Grace and I first chatted, she’s been promoted and shown just how amazing she is within the Digital PR Industry. So, I asked Grace more about why she decided to jump from being at a company for five years in marketing to jumping feet first into Digital PR and what her advice would be to others.
Transitioning from a marketing background to a career in Digital PR in such a short time is no small feat. Could you share what you were doing before jumping into Digital PR and what motivated this career shift?
Before my move into Digital PR, I was in marketing, having started right after graduating with a marketing degree. My role as a content coordinator had me wearing multiple hats—from devising social media and email marketing strategies to overseeing website content and conducting face-to-face events. Despite the diversity of tasks, I found that I had fallen out of love with my previous career. My discovery of Digital PR in 2021 was a pivotal moment. The blend of creativity, data analysis, and the industry's dynamic nature immediately captured my interest. It was clear to me that this was the path that would be able to reignite my creative spark.
“It was clear to me that this was the path that would be able to reignite my creative spark.”
Transitioning industries can be a daunting move, especially after being established in one sector. How did you navigate moving from marketing to Digital PR?
To be honest, it was a mix of excitement and nerves. The appeal of the Digital PR industry, which I had admired from afar for years, was incredibly strong. I was eager to dive in but also aware of the steep learning curve ahead. I knew I had the drive and passion to learn everything I could, and I just had to trust that the hard work would pay off.
“I knew I had the drive and passion to learn everything I could, and I just had to trust that the hard work would pay off.”
What, in particular, drew you to the Digital PR industry?
My love for data, creative campaigns, and SEO played a huge role in drawing me to Digital PR. These elements felt like the perfect blend of everything I loved as a marketer. I also spent a considerable amount of time networking with others in the field, learning about their campaigns and the industry's ins and outs. The more I discovered, the more I just became obsessed with it!
Speaking of networking, how did you go about building your network in Digital PR, and how crucial was it for your career transition?
In my opinion, networking is crucial when considering a career change. For example, I used Twitter to connect with other PRs as well as agencies. By actively engaging with their content and sharing my own insights on campaigns and trends, I not only expanded my understanding of Digital PR but also established my personal brand within the industry. This enabled me to build my own kind of resume that allowed me to showcase my passion and understanding of Digital PR in a real and engaging way. If you're planning to switch careers, using social media to connect and interact with other people within the industry can be a great way to get started.
“This enabled me to build my own kind of resume that allowed me to showcase my passion and understanding of Digital PR in a real and engaging way.”
Transitioning careers often means bringing over some skills from the previous role. What skills from your marketing background have been most valuable in Digital PR?
In addition to my knowledge of SEO and content strategy, I brought important soft skills to my new career in Digital PR. These included curiosity, a strong desire to learn, and the ability to adapt quickly. I believe these qualities are crucial for anyone transitioning to a new field. They have been key in my own career, allowing me to quickly immerse myself in Digital PR and continuously improve my skills. This adaptability and eagerness to learn have also helped me keep pace with the fast-moving industry and seize every chance to grow professionally.
How has this career change impacted your personal growth?
When I switched careers, I really wanted to make a mark in the industry. This big change reignited my passion and drive to learn, which really helped me step up my personal branding. I started actively posting online and joining conversations on Twitter and LinkedIn, driven by a desire to share what I was learning and experiencing. This not only let me dive deeper into the industry but also gave me a chance to support others who might be thinking about making a similar move. It's been a journey of growing personally and helping others along the way.
Changing careers is often accompanied by challenges. What were some of the biggest hurdles you faced?
"Starting over, often from the bottom in a completely new field, means stepping way out of your comfort zone."
One of the toughest parts about changing careers is giving up the security and comfort of a job you know well, which can affect you both personally and financially. Starting over, often from the bottom in a completely new field, means stepping way out of your comfort zone. It can be really daunting because you might have to take a step back before you can leap forward. On top of that, battling imposter syndrome—the nagging doubt about whether you can really succeed on this new path—is a challenge in itself. But despite these obstacles, the benefits of changing careers have definitely outweighed the negatives for me. This shift has opened up so many more opportunities for both personal and professional growth than I ever had before, making all the initial hurdles completely worth it.
For those contemplating a career change, what advice would you offer?
Personal Branding and Networking - This might have become a buzzword, but it’s so important. Connect with people in the industry, learn from your connections, comment on people’s content, start conversations - and make yourself known in the industry.
Start Conversations - Reach out to other people in the industry. What’s the worst that could happen if they don’t reply? There will always be people who are willing to talk to you and help you. Ask them how they got that role, what key skills they needed, and explain that you want to break into the industry. Most people are more than willing to offer you advice.
Research, Research, Research - Do as much research as possible, make sure you understand the industry, and be sure that it is something you want to transition into.
Self-Learn - Take the initiative to attend webinars, read industry blogs, and take online courses to expand your knowledge.
Make Your Own ‘Experience' - It may be a new career you have no experience in, but this doesn't mean you can’t make it your own. I created a blog where I wrote a monthly piece on the campaigns I liked that month and what I might have done differently to show my commercial awareness and understanding of the industry.
“It may be a new career you have no experience in, but this doesn't mean you can’t make it your own.”
Adapt Your CV - Make sure you change up your CV to show how your current skills and knowledge would help you in your new career
Go Through Job Descriptions - And finally, go through job descriptions in the industry to see the key skills and experience needed to help you analyse the gaps in your current CV, and take actions to fill these.
Lastly, could you share any resources or strategies that helped bridge your knowledge gap in Digital PR?
I read a lot of industry blogs and resources that really helped my understanding of the industry. Here are just a couple of the ones that I liked:
From all this knowledge, I compiled my own ‘Digital PR Bible,’ which organised key information in a way that made sense to me, helping me to understand the processes and benefits more clearly. I didn't stop there. I also did a lot of self-learning and enrolled myself in Hannah Smith’s Ideation for DPR course - I had NO idea what ideation was when I first signed up! I’ve said it before, but I’ll say it again: connecting with key people from the industry really helped me.
Reflecting on your journey, is there anything you'd do differently?
Honestly, I wouldn't change a thing. Every decision and step taken was integral to where I am today. While I initially questioned the timing of my career shift, everything aligned perfectly, leading me to the perfect role and company for me.
I’m so grateful to Grace for taking the time to share her journey and insights with us. Her story not only highlights the challenges of switching careers but also the incredible opportunities that such a change can bring. Grace's approach, combining a passion for learning with networking, has clearly paved the way for her rise and development in the Digital PR world. Her experience provides valuable lessons for anyone thinking about making a similar leap. A big thank you to Grace for kicking off our interview series with such an engaging and informative interview and I'm super excited to see where her drive and dedication will take her next in the digital PR world.
Follow Grace:
Twitter - https://twitter.com/graceburtonpr