Amy Irvine is a digital PR director at Digitaloft, an organic performance agency based across Kendal, London and Manchester.
Irvine has over five years of experience in digital and traditional PR, delivering successful strategies for a range of clients, including JD Outdoors, Money.co.uk and Compare the Market.
She was promoted to her current role in January, following an award win as PR Leader of the Year in 2023.
Here, she shares a recent week in her life…
Monday
I usually like to head into the office on Monday but I decided to work from home today as I had a lot to get through! I always start the day by taking my working cocker spaniel Roo for a walk, before sitting down with a coffee and catching up on my emails, messages and the news.
At 9:30am every Monday, I have a virtual catch-up with our head of digital PR, where we discuss client progress and happiness, as well as identify our priorities for the week. We chat through any client concerns and always make sure we have an appropriate plan of action in place.
After this, I jumped on our weekly new business call, where our head of business development and marketing takes us through our sales report including upcoming discovery calls, proposals and pitches, as well as any other leads. It’s a busy week this week for new business as we have 3 pitches and are also working on five further proposals. I love working on new business pitches and it’s definitely one of my favourite aspects of my role!
At lunch I head out for a short walk with my dog, before getting my head into some urgent approvals and tasks. At 3pm I jump on a call with the full agency, where myself and our MD take the team through our new tool Relevance in more detail. It’s an exciting week at the agency as we’re publicly announcing Relevance on Wednesday.
Tuesday
I always start my Tuesdays off with a 6am gym class before walking my dog! Then I headed into the office for 8:30am and caught up with the team before checking my messages and emails. I work in the office at least two days a week as I love working in the office environment.
I also had a call with one of our digital PR managers at 9:30am who is running a LoftTalk session on Thursday and gave her feedback on her presentation. We launched our LoftTalk webinar series at the end of 2023 and each month, a member of our team shares their insights and advice on different topics in the industry – it’s been a huge success and something we love doing!
The rest of the morning I spent working on new business proposals, including conducting competitor analysis and brainstorming potential ideas for the brands we’re pitching to.
In the afternoon, I jumped on a new business pitch with a few other members of the team for a client over in America. We have lots of international clients at Digitaloft, and it’s always exciting to be pitching for another international brand!
In the evening, the Kendal office went out for some pizza and a few drinks after work to make the most of the rare sunshine we’re having. One of our senior digital PR managers who is currently on maternity leave also came to join us so it was lovely to catch up with her!
Wednesday
Today is a very rare day that I have no meetings in my diary (this never happens) but it’s for a good reason: we’re launching our new agency tool, Relevance.
We’re launching the tool publicly at 1pm, so most of the morning is spent finalising our material and discussing the new tool with some of our clients. There is a real buzz in the office as we gear up for the launch and it’s such a great feeling. We’ve been working on this tool for the best part of a year, so to finally be in the position where we can tell the world is amazing. Relevance is definitely the hottest topic in the industry right now and this tool is our solution to solving the industry’s relevancy issue. This tool is a game changer; it provides us with the insights needed to understand and measure topical relevance both on-site and off-site.
After the stress (and excitement) of telling the world, I head out for lunch to a local deli with our head of business development and marketing.
In the afternoon, we have our second new business pitch of the week. The proposal went down really well with the prospective client and we had a really good feeling about this one!
Thursday
The first of the month is always an exciting day as we collect our results from the previous month and start to analyse our performance against our targets. I also pull together some key stats for our marketing manager for our agency newsletter, which is a great chance to reflect on some of our incredible work.
Two of my favourite slack channels we have are our ‘linkslinkslinks’ channel which the team post links in real time, as well as our ‘shoutouts’ channel, where people give recognition to their colleagues for amazing client results and feedback, ticking off dream publications and supporting each other on various tasks. Personal highlights also feature in the channel and we’ve had lots four legged friends join the team recently too!
Next up is our leadership sync, which happens every Thursday. We have a weekly check-in as a leadership team on agency goals and priorities across the different departments. It’s a great chance to check in on various cross-department projects.
After this, I proofed some of our new business proposals before jumping on an exciting call about the Digital PR Summit 2025. Earlier this year, we brought the Digital PR Summit in person for the first time and it was a huge success. We’ve already started planning for next years event and on the call we finalise our sponsorship brochure ahead of reaching out to our potential sponsors next week!
Friday
What a perfect way to start the day when the news comes in that we had been successful with a client who we had been pitching for! This is an exciting win for the team and something we’re really proud of.
My final task of the week is preparing for one of my direct reports’ six-month review, which is scheduled for next week. He has answered the review questions on our HR platform and I’ve gathered peer feedback from the wider agency so I’m updating his progression plan and goals ahead of the meeting next week.
After that I’m finished for the week and I’m spending the afternoon walking with my mum in the Lake District! The perfect way to wind down after a busy week. No week is ever the same and that is something that I love about my job!
