The Tonic Communications

What The Tonic Communications does

The Tonic Communications is a UK public relations agency founded in 2013 by Kelly Marshall-Hill and Georgina Phillips, headquartered in Nottingham's Lace Market district with a second office in Newcastle. The firm operates as a small, senior-led boutique with 8 employees delivering strategic communications services across three specialist verticals: Healthcare PR (including medtech, NHS suppliers, optical, and wellbeing brands), Retail & Leisure PR, and Travel & Transport PR. Core service lines include PR Strategy & Campaigns, Media Relations, Reputation Management, Content Creation, and The Tonic Crisis Clinic, which is structured as four modular offerings (Crisis Audit, Crisis Simulation Workshop, Crisis Plan development, and Crisis Plan Implementation) with packages starting from £3,000+VAT.

The firm has no proprietary technology platform — its offering is human-delivered professional services grounded in media relationships, sector specialisation, and senior practitioner experience spanning decades of crisis communications work including Watchdog and Panorama investigations, criminal cases, M&A, product recalls, and patient deaths. The Tonic's go-to-market is direct enterprise sales led by senior team members, supplemented by free PR Strategy Clinics as a low-friction acquisition channel and earned media positioning as the primary demand generation mechanism. The business is bootstrapped and founder-owned with no external investors, funding rounds, or parent company evidenced.

Commercial evidence centres on campaign-level outcomes rather than disclosed financials: documented campaigns have reached 140-170 million consumers in national publications, with measurable commercial impact (e.g., 150% increase in weekly eye test bookings for Vision Express, 267% coverage conversion for Buzz Bingo). The client base is concentrated in enterprise accounts within healthcare and retail, with documented multi-year engagements of 8+ years (Medichecks, Vision Express). The Tonic is ranked by PR Week in the UK Top 40 healthcare agencies and Top 50 non-London headquartered PR agencies, and is recognised as one of the top five healthcare agencies based outside London.

Name

The Tonic Communications

Legal name

The Tonic Communications Limited

Website

https://thetoniccomms.co.uk

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

1–10 employees

Short description

The Tonic Communications is a UK-based, senior-led boutique PR agency founded in 2013, serving healthcare, retail/leisure, and travel/transport brands with strategy-led media relations, crisis communications, and content services from offices in Nottingham and Newcastle.

Ownership category

akta.pro rank

Product category

Public Relations Services

NAICS

Public Relations Agencies (541820), Public Relations Agencies (54182)

SIC

Services-Advertising (7310), Services-Advertising Agencies (7311)

akta.pro industry

PRIMARYBPAFAAAL

PR, Corporate Communications & Crisis Management

Business & Public Services/Marketing, Advertising & PR Services/Full-Service Advertising Agencies

SECONDARYBPAFADAF

Media Relations & Press Office Services

Business & Public Services/Marketing, Advertising & PR Services/Public Relations & Communications

SECONDARYBPAFADAE

Crisis Communications & Issues Management

Business & Public Services/Marketing, Advertising & PR Services/Public Relations & Communications

SECONDARYMPAAAOAD

Crisis Communications Planning & Response

Media, Entertainment & Sports/Advertising, Marketing & PR Services/Reputation Management & Crisis Communications

Keywords

• Public relations services
• Crisis communications
• Healthcare PR
• Media relations
• Strategic communications

Headquarters

HQ city

Nottingham

HQ country

United Kingdom

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. PR Consulting and Strategy Services: Ongoing PR strategy consulting and campaign management delivered through retainer arrangements or project-based engagements. Services include PR strategy development, media relations, crisis communications, and content creation.
2. Crisis Communications Services: The Tonic Crisis Clinic offers comprehensive crisis support including audits, simulation workshops, crisis plan development, and implementation services. Packages start from £3,000 + VAT. Supports organisations on project and retainer basis.
3. PR Strategy Clinic: Bespoke strategy sessions helping clients identify priorities, channels, and measurement approaches before committing to full-service engagement.

Pricing tiers

Go-to-market motion2 records

Distribution channels1 record

Marketing channels5 records

Core offering

The Tonic Communications is a UK boutique public relations agency delivering strategic PR services to enterprise brands. Its core offerings comprise PR Strategy & Campaigns, Crisis Communications (via The Tonic Crisis Clinic), Media Relations, Reputation Management, and Content Creation, delivered through specialist sector verticals in Healthcare, Retail & Leisure, and Travel & Transport. Engagements are sold on retainer or project basis through senior-led direct client engagement.

Product overview

The Tonic Communications is an award-winning UK PR agency offering a unified suite of public relations services. The core offering comprises PR Strategy & Campaigns, Crisis Communications (operated through The Tonic Crisis Clinic), Media Relations, Reputation Management, and Content Creation. These are delivered across three specialist sector verticals: Healthcare PR (including medtech and wellbeing), Retail & Leisure PR, and Travel & Transport PR. The Tonic Crisis Clinic itself functions as an integrated service line with four modular components: Crisis Audit, Crisis Simulation Workshop, Crisis Plan development, and Crisis Plan Implementation—each available as standalone or bundled offerings. All services are grounded in strategic intent rather than tactical output, emphasising credibility-building over mere coverage generation.

Differentiator

Problem solved

Functional benefit

Products and services

• PR Strategy & Campaigns Strategic communications planning service that aligns PR activity with client business objectives. Includes market analysis, audience targeting, message development, and long-term campaign planning for enterprise brands.
• Crisis Communications (The Tonic Crisis Clinic) Comprehensive crisis preparedness and response service covering crisis audits, simulation workshops, crisis plan development, and implementation support. Packages start from £3,000 + VAT. Experience spans Watchdog and Panorama investigations, criminal cases, mergers and acquisitions, product recalls, cyber-attacks, and patient death scenarios.
• Media Relations Expert media outreach and guidance to secure earned coverage in national, regional, trade, and healthcare publications. Builds credibility through targeted placement in relevant industry and consumer titles.
• Reputation Management Brand image protection and strengthening service focused on credibility, authority, and consistency to build trust with target audiences across sectors.
• Content Creation Content production including press releases, thought leadership articles, SEO-optimised content, and multimedia assets for various channels and audiences.
• Healthcare PR Services Specialist PR for healthcare, medtech, pharmaceutical, optical, and wellbeing brands. Includes NHS supplier communications, medical device PR, and health consumer campaigns. Recognised as Top 5 healthcare agency outside London by PR Week.
• Retail & Leisure PR Award-winning retail and leisure PR service with strong trade media relationships. Includes thought leadership placement, product page opportunities, customer case studies, business profiles, creative campaigns, and product launch events for retail, fashion, and leisure clients.
• Travel & Transport PR PR service for travel, transport, and mobility brands covering automotive, motorsport, transport technology, electric vehicles, and sustainable transport. Experience includes policy-defining activity, clean air strategies, and stakeholder consultations.

Quantifiable outcome

• Eye Tests Save Lives campaign generated 150+ coverage pieces, 170 million consumer reach, 100% positive coverage
• +6 more outcomes

Named customers20 records

Segments6 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Nine partnerships are on record, tiered core and minor.

• Road Haulage Association (RHA)coreStrategic or Co-development PartnerPartnership with Road Haulage Association for Eye Tests Save Lives road safety campaign. The collaboration targeted professional drivers and public with messages about importance of routine eye tests, with RHA members promoting the initiative on major roadways.
• Department for TransportcoreStrategic or Co-development PartnerCollaboration on clean air strategy for Newcastle-upon-Tyne, managing high-profile stakeholder and community consultation activities to drive forward regional environmental transport initiatives.
• Hilton HotelsminorGTM or Marketing PartnerFestival partnership for Leicester Music Festival inaugural event, providing hotel accommodation support for artists and attendees.
• Capital FMminorGTM or Marketing PartnerMedia partner for Leicester Music Festival, providing broadcast promotion and media coverage support for the inaugural event.
• Wishes For KidsminorStrategic or Co-development PartnerCharity partner for Leicester Music Festival, with artist access used to grant wishes and raise awareness within charity and consumer media.
• Vision MatterscoreStrategic or Co-development PartnerPartnership for National Eye Health Week campaigns, working with Vision Express to promote importance of regular eye tests through case study-driven PR activities.
• Brake (Road Safety Charity)minorStrategic or Co-development PartnerAlignment with Road Safety Week annual campaign by charity Brake, used as key hook for Eye Tests Save Lives road safety PR activity.
• Institute for Advanced MotoristsminorStrategic or Co-development PartnerRoad safety organisation backing the Eye Tests Save Lives campaign, supporting parliamentary engagement on driver vision.
• Road Safety GBminorStrategic or Co-development PartnerRoad safety organisation supporting Eye Tests Save Lives campaign and influencing policy discussions on driver sight.

Scale indicators4 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Hanover Communications: UK-headquartered PR agency with strong healthcare, consumer, and corporate communications practices. Comparable to The Tonic as a mid-sized, multi-vertical UK PR firm with similar client mix and strategic positioning.
• MHP Communications: UK-based PR and public affairs agency with healthcare, corporate, and policy communications specialisms. Directly comparable to The Tonic's healthcare and regulated-industries focus, with similar mid-market enterprise client base.
• Beattie Group: Multi-sector UK PR and communications group with consumer, healthcare, education, and travel practices. Closely comparable to The Tonic in size, multi-vertical structure, and senior-led model.
• Citypress: UK PR agency with strong transport, property, and place-marketing practices. Directly comparable to The Tonic's travel and transport PR specialism and similar regional UK positioning.
• Hope & Glory PR: UK-based consumer, healthcare, and corporate PR agency with strong retail and brand credentials. Comparable to The Tonic in mid-market positioning and retail/consumer campaign focus.
• Instinctif Partners: UK-based B2B, financial services, and healthcare PR firm. Comparable to The Tonic in regulated-industries positioning and similar campaign outcomes focused on building credibility.

Broad incumbents

• Edelman UK: Global PR leader with strong UK healthcare, consumer, and corporate practices. Represents the top end of competition for The Tonic's enterprise target accounts, particularly in healthcare and regulated industries.
• FleishmanHillard UK: Global PR network with significant UK presence serving healthcare, retail, and transport clients. Competes for the same enterprise clients as The Tonic but with vastly larger scale and broader service portfolio.

Emerging players

• Bottle PR: Boutique UK consumer and lifestyle PR agency. Comparable to The Tonic as a similarly-sized boutique with a senior-led model, though with less healthcare specialisation.
• Fox Communications: Boutique UK PR agency with consumer and healthcare practices. Comparable to The Tonic in scale, vertical mix, and senior-led approach, serving similar mid-market enterprise clients.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/the-tonic-communications

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about The Tonic Communications