Anita Murray, CEO of William Murray PR & Marketing, on legacy, authenticity and the power of storytelling

Athol: Where did your passion for food and business begin?

Anita: I come from a long line of entrepreneurs. My grandfather set up an ice cream company in 1920, and food has always been a part of my life. I’ve also always been fascinated by both the media and business. Food and drink have felt constantly dynamic and full of opportunity, and that’s what drew me in. To deliver results, you have to keep pace with constant change.

Athol: The food and hospitality industries have changed hugely – how has PR evolved alongside them?

Anita: Thirty years ago, PR meant press releases, media lunches, and print coverage. Foodservice itself was more traditional and less diverse. Today, it’s a different world – with multi-channel campaigns, digital integration, and far more globalised supply chains.

Athol: How has PR for QSR operators changed?

Anita: It has shifted from simply raising awareness to building loyalty, supporting recruitment, and strengthening customer trust. In such a competitive market, it’s not about shouting the loudest – it’s about telling genuine stories that resonate with diners, staff, and communities. The tools have changed. But the magic of a good story hasn’t.

Athol: What do you think the next five years will look like for PR in food and drink?

Anita: We’ll see even more tech-enabled targeting, with AI and automation driving personalisation at scale. Sustainability will also be central to every campaign, and PR will continue to blend – ideally seamlessly – with sales and digital to deliver measurable impact.

Athol: How has William Murray changed since you joined the business?

Anita: William Murray started out as a copywriting business and has grown into a consultancy spanning strategy, content, digital growth, PR, and crisis management. Clients today don’t want siloed services – they want integrated campaigns tied directly to return on investment. By specialising in food and drink, we deliver deeper insights, sharper campaigns, and stronger commercial results for our clients.

Athol: What can you tell us about your team?

Anita: We’re a 30-strong team of PR, content, digital and strategy specialists. Many of us have direct experience in food and drink, which makes a huge difference to the work we do.

Athol: What’s been a personal career highlight for you?

Anita: Being involved in the BBC2 series At Your Service was a standout moment. It was a brilliant showcase for hospitality and showed me just how powerful storytelling can be in shaping perceptions of an industry.

Athol: You’ve mentioned long-term client relationships – what’s the secret?

Anita: We measure many of our client relationships in years, not months. It comes down to partnership, trust, and understanding the client’s world deeply. When you know their challenges and goals inside out, you can create far more impactful campaigns.

Athol: You’re known for your networking skills. Has that always come naturally?

Anita: Not at all! I remember my first ever networking event for William Murray – the Publican Awards. I didn’t know anyone and felt like a fish out of water in my posh frock. I gave myself a talking to, touched up my lipstick, and walked up to the first person I saw and said hello. The food and drink industry is built on relationships. Networking has been the springboard for so many opportunities in my career.

Athol: Can you share an example of how networking made a difference?

Anita: One of my longest-standing client partnerships began with a simple introduction at an Arena event. It’s proof that the right connection, at the right time, can change the direction of a business.

Athol: You’ve even helped launch a networking programme – can tell us about that?

Anita: Yes – it’s called Networking Navigator, developed with Arena and Performance Works. It gives the next generation of professionals the skills to become even better networkers.  Networking doesn’t need to be slick or scripted – it’s about curiosity, connection, and genuine conversation.

Athol: It’s clear food means more to you than just a sector. Why is that?

Anita: Food creates memories. I light up when I think about dining in village tavernas in Greece – eating homegrown vegetables, fab seafood, listening to folk music with locals gathering together. That kind of authenticity is what makes food magical.

Athol: What do you admire most about the food and drink industry?

Anita: It’s a sector full of people who genuinely care. They create jobs, bring people together, and innovate constantly, even when things are tough. I’ve got huge admiration for what they do every day.

Athol: What excites you most about the future?

Anita: Food is about people – whether that’s a chef creating a dish, a brand connecting with customers, or a QSR operator serving communities. The channels may change, but what never changes is the power of a good story told well. That’s what builds trust, loyalty, and growth – and that’s what excites me most.

Athol: And finally, where does the name ‘William Murray’ come from?

Anita: It comes from the grandfathers of the firm’s founder – which feels very fitting, given my own family’s legacy in the food business. I often joke that I deliberately married someone called Murray when I did the management buyout!

For more information about William Murray, go to www.williammurray.co.uk