Tom Bushby joined Midnight as Account Executive in May. Here’s a behind-the-scenes tour of his first six months at our agency.
They say 24 hours is a long time in PR. Well, how about six months?
Since joining Midnight as an Account Executive back in May, it has been nothing short of a whirlwind. In fact, when I was invited to write this blog, I was genuinely astounded to learn that I was already at the half-year mark. Time flies when you’re having fun, right?
This chapter of my PR journey began after six months of traveling through South East Asia and Australia. Before that, I cut my teeth in crisis communications as an associate at a London Bridge agency, commuting daily into the thick of it. It was a great learning curve – even if those train delays often felt personally vindictive. That said, I’ll always take the charm of the Sussex coast over the chaos of the city. You should come and try it for yourself someday.
At the heart of PR action
One of the first things that struck me about working at Midnight is how central you are to the action, no matter your role. Starting out as a junior in PR can often feel like being cast as an extra in someone else’s movie — often relegated to odd, monotonous tasks while the more exciting, headline-grabbing work goes to senior colleagues.
But at Midnight, that couldn’t be further from the truth.
A standout example came in July 2024, when a sudden policy announcement inspired an opportunity for us to provide an industry comment from our client BCIS. Within hours, we had come together to craft a response that didn’t just land — but soared, securing 25 pieces of coverage including national titles such as Sky News and The Guardian no less.
It was the first time I truly felt like I had played an active role in a PR triumph.
Of course, this wouldn’t have been possible without the team’s support and guidance —teamwork is everything in PR — but it also felt like I’d unlocked some of the elusive PR wisdom for myself. It was my first taste of a genuine ‘avalanche’ of media success, and it was nothing short of electrifying. Hitting the nationals felt like the PR-equivalent of scoring your first goal at Wembley. Cue the knee slide.
Newsjacking: from ballots to budgets
Throughout my travels I often pondered whether I’d make it back in time for the UK General Election. Fast-forward to a rainy Downing Street doorstep, where then-Prime Minister Rishi Sunak stepped out from behind that iconic black door to announce a snap General Election, and the moment had arrived.
Purdah (or the pre-election period as we’re now supposed to call it) may have dragged some campaigns into an enforced hibernation, but it also presented a golden opportunity to prepare for what lay ahead. I had the privilege of working with our team throughout this pivotal period to keep clients informed and ready to provide sharp, timely reactions as events unfolded.
Just as the election fever began to subside, in waltzed the Autumn Budget. Forget the smoke-filled newsrooms of yesteryear, these days the political arena plays out across online and social media – with a frenzy of announcements leaking in the days before. But even amidst this digital deluge, the buzz of drafting rapid responses and securing coverage still hit the same high notes.
Broadcast coverage: Lights, camera, action…
Just as I was getting the knack for print and online media, a new challenge landed in my lap: broadcast.
When we pitched our charity partner, FareShare Sussex & Surrey, for a feature on ITV Meridian, it was a thrill to have them accept — but with less than 24 hours to turn it around, it was no simple feat.
The experience was something of a rollercoaster: securing filming permissions from the UK’s third largest company, coordinating schedules between ITV and the charity and shaping the story on a tight deadline. The fast-paced, high-pressure environment was a holy challenge — but the rewards made it all worthwhile.
It was also a rare opportunity to showcase — right from the comfort of my sofa — what PR really involves. Perhaps, even if just for a moment, it might help clear up some of the mystery around what I do.
Building connections: at home in Brighton
Trading oceans for Outlook wasn’t without its adjustments. But as a Worthing lad and proud University of Sussex graduate, I’ve always known there’s nowhere quite like Brighton. My time at Midnight has only reinforced that — showing me the entrepreneurial spirit, wisdom and endless potential this city holds.
From mingling with a vibrant mix of industry professionals at the Brighton Chamber Summit to rubbing shoulders with MPs over lunch at Worthing and Adur’s Chamber of Commerce events – I’ve found myself fully immersed in the buzzing heart of Sussex’s business community.
One of the most rewarding challenges has been spearheading Midnight’s partnership with the Sussex Wildlife Trust, leading our office efforts in the Sussex Kelp Recording scheme. Who knew marine conservation could be part of a PR professional’s job description?
Beyond that, I’ve had the privilege of working with some ambitious Sussex-based businesses, from London Gatwick to Boutique Modern. With roots firmly embedded in this wonderful county – supporting them is all the easier, and the work is all the more meaningful.
Onwards and upwards
Looking ahead, I have little doubt that 2025 will be a good’un.
Reflecting on how supported I’ve felt this past year, it’s clear that collaboration truly is the secret sauce.
From insightful feedback from peers to unwavering encouragement from clients, and a kaleidoscope of opportunities to learn (and unlearn), these connections have been the lifeblood of progress. So, here’s to 2025 — a year ripe for new challenges, bigger ideas, and some downright brilliant PR wins. Let’s make it one for the books. Onwards!
