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Articles by Flo Powell
Professional services firms: why newsjacking works in 2026 (and why it isn’t for everyone)
Newsjacking, also known as rapid response PR, means giving journalists an expert reaction to a story that’s already making headlines, fast enough to be useful before the moment passes. It works because journalists writing under pressure need someone credible to comment, and there’s rarely time to go looking.
Proof that senior leadership reputation matters in employer branding
A business leader’s personal behaviour, reputation and profile have always been important, but what if these aspects could be the deciding factor in whether an employee accepts a job or chooses to stay? The role of employer brand is in the spotlight and there is growing evidence that leaders, such as CEOs and MDs, are playing a major part in determining how well their employer brand resonates.
Poor employer brand reputation is costing accountancy firms – in a big way
A complex recruitment market is leading accountancy firms to offer bumper salaries in a desperate bid to reel in talent. But could focusing on employer brand reputation be a more sustainable solution? New research from Midnight shows that employer reputation is now a decisive factor in both retention and attraction in the sector. In fact, 22% of accountancy professionals, more than a fifth, say they have turned down a job offer due to concerns about a firm’s reputation.
Recruitment is getting tougher for insurance firms: but is employer brand the underlying issue?
A challenging recruitment environment is making headlines in insurance, but what if the underlying problem was not an issue with lack of talent but a neglection of employer brand? There’s growing evidence that poor reputation and a lack of focus on employer brand are just as much to blame as AI adoption and a growing skills gap when it comes to finding and retaining talent.
Employer brand: Why tech companies are struggling to attract talent (and what to do about it)
It’s a conundrum: tech firms are hiring, salaries are rising, but attracting the right talent seems to be getting harder not easier. Some people are concluding that the talent is missing. But there’s growing evidence to support a different theory. This isn’t just a talent shortage. Increasingly, it’s an employer brand issue.
One in five candidates reject jobs over employer reputation
Poor employer reputation is actively costing businesses talent, with nearly one in five candidates refusing to apply for roles and 15% turning down job offers based on how they perceive a company. Our new research reveals that employer brand has become a decisive factor in hiring, as employees increasingly apply a “values filter” when choosing where to work.
82% of employees want employers who share their values. Does your employer brand measure up?
Most businesses say their people are their biggest asset, but not all have an employer brand that clearly shows what they stand for. Our survey of 1,000 UK employees reveals a clear and growing gap between what organisations say about their culture and what candidates actually see. And it’s already shaping who applies and who walks away.
Fears of AI cheating in hiring ‘overblown’, new research finds
HR and talent professionals are overestimating the scale of AI-driven cheating in recruitment, according to new research from talent solutions provider Clevry. While 62% believe candidates are using AI to cheat, only 26% say they have seen evidence of candidates manipulating assessment results. Alan Redman, chief science officer at Clevry, said the concern is being driven more by perception than reality.
FareShare Sussex & Surrey launches Earth Raise appeal to tackle hunger and food waste crisis
FareShare Sussex & Surrey is calling for support as part of Earth Raise, a national matched fundraising appeal, as it continues to help people facing hunger while reducing food waste and carbon emissions. Launching on World Earth Day (22 April), money raised through Earth Raise will support the charity in its mission to tackle two of the UK’s biggest challenges – food waste and food poverty – head-on, ensuring people do not have to choose between supporting the planet or those in need.
Midnight appointed by ethical insurer Surewise
B Corp certified B2B PR agency Midnight has been appointed by specialist ethical insurance intermediary Surewise to build its reputation and authority amongst local authorities, care organisations, insurers and communities it serves across the UK. Essex-based Surewise provides insurance for some of the most vulnerable people through a partnership with SAGIC, the Salvation Army General Insurance Corporation, whose profits support Salvation Army charities.
One in three Brits feel disconnected from their community – but some cities are bucking the trend
New research has found one in three Brits say they feel disconnected from their local community, highlighting a growing social connection gap across the UK and stark regional differences in a sense of belonging. The national study, commissioned by public sector membership club Boundless, found that while 32.5% of people feel either “not very” or “not at all” connected to where they live, some cities are bucking the trend – with residents reporting a strong sense of belonging and pride.
PR in 2026...everybody's talking about us
By Flo Powell, Joint Managing Director PR is having a renaissance – not as a support act to marketing, but as a core driver of trust, visibility and influence in an AI-shaped landscape. In 2026, the brands that win won’t shout louder; they’ll show up more credibly. It’s not just us saying it. SEO expert Rand Fishkin famously had the PR industry’s hearts a-flutter last year when he deemed it ‘the future of marketing’.
Midnight is hiring!
📍 Location: Brighton & Hove (Hybrid working available) 🕒 Type: Full-time (37.5 hours), 9-5.30pm Mon-Friday, Permanent 💰 Salary: £25,000+ plus benefits About Midnight Midnight Communications is an award-winning, B Corp-certified digital PR agency based in Brighton. For 30 years, we’ve helped purpose-led brands, ambitious SMEs and household names tell their stories with creativity and impact.
Measuring the impact of Digital PR
By Flo Powell, Joint Managing Director, Midnight How do you solve a problem like digital PR measurement? Last week, I had the great honour of speaking at the world’s biggest search marketing conference, Brighton SEO, about the links between reputation and revenue, the impact of digital PR on business growth and the many ways it can be measured.
Midnight expands partner network with three new collaborations
Photo caption: L-R: Steve Bustin (Get Your Voice Heard), Alex Hankinson and Flo Powell (Midnight) with Bonamy Waddell (Bon Insight), Adam Hankinson (AH! Insight). B Corp PR agency Midnight has added three new partners to its growing network of like-minded businesses, strengthening the breadth and scope of services available to its B2B clients.
Why Digital PR, not backlinks, will future proof your SEO in the AI era
For two decades, SEO was all about backlinks. The more you had, the higher you climbed. But new research from Ahrefs turns that model on its head. Its study of 75,000 brands shows the strongest signal for AI search visibility isn’t links – it’s brand mentions. That shift is huge. The brands winning today aren’t necessarily those with the biggest link profiles, but the ones being talked about in the right places, by the right audiences.
Midnight teams up with inclusion consultancy Edge of Difference
B Corp PR agency Midnight has joined forces with diversity, equity and inclusion (DEI) consultancy Edge of Difference to launch a new partnership built on shared values and a passion for helping businesses do better. Although both agencies are proudly based in Sussex, their work stretches across the UK, supporting professional services and other B2B sectors.
How Midnight helped FareShare Sussex & Surrey amplify its impact
At Midnight, we’ve always believed in using our PR powers for good. So when we partnered with FareShare Sussex & Surreyin 2023, it wasn’t just about press coverage. It was about rolling up our sleeves – literally and figuratively – to help a brilliant local charity tackle food waste and hunger across our region. FareShare Sussex & Surrey rescues surplus food and redistributes it to local frontline charities – from homeless shelters to youth groups.
Four LinkedIn mistakes to avoid in 2025
By Henrietta Beldham, Social Media Manager If your LinkedIn company page has been on autopilot lately, you’re not alone. For time-strapped marketing managers and directors, it’s easy to see it as a box to tick – especially when bigger campaigns are demanding your attention. With over 1.1 billion members and more than 40% of users engaging with company pages every week, LinkedIn remains the most powerful platform for B2B trust-building.
Midnight and Sussex Wildlife Trust partner to support marine rewilding - Midnight
Midnight and Sussex Wildlife Trust (SWT) are collaborating to raise awareness of the charity’s pioneering marine rewilding project along the Sussex coast. The Sussex Kelp Recovery Project (SKRP), delivered by Sussex Wildlife Trust and its partners, is the UK’s largest marine rewilding initiative and aims to restore 300km of kelp and other essential fish habitats from Rye to Selsey.
why digital PR is essential for law firms
PR and marketing are undergoing a 180° shift. For years, there’s been a hyper-focus on metrics like impressions, likes and reach. And while these tactics have a crucial role, they often overlook the most critical element – the message itself. Authentic thought leadership, meaningful content and real expertise are making a strong comeback. Even SEO pioneers like Rand Fishkin, the creator of Moz, have acknowledged that the future of marketing is rooted in PR.
Midnight lands major insurance PR win - Midnight
B2B PR agency Midnight has expanded its client portfolio with a new addition in the insurance space: workplace health benefits provider Health Shield Friendly Society. The award-winning Brighton-based agency has years of experience in creating impactful PR campaigns for brands in the insurance sector, including media relations, thought leadership, social media and content campaigns.
Digital PR in the AI age: the lightning rod for your SEO
What do we mean by Digital PR? How does it relate to SEO? And how does it all work now that AI-powered search is disrupting the way people find information? For years, PR has been about building trust through expert insights, authoritative voices and third-party validation. Now, Google’s algorithm is placing those same factors -expertise, authority and trust – at the heart of search rankings, making Digital PR more crucial than ever.
7 ways to prove ROI
Most CFOs understand there’s a direct link between business or brand reputation and financial performance. But some will still see digital PR as a cost centre rather than an investment; a line item that gets scrutinised before the commercial teams get their share. That’s short-sighted. Because today, more than ever, PR isn’t a bolt-on – it’s business-critical.
We're hiring! - Midnight
We’re looking for a curious, energetic, and highly proactive Digital PR Assistant to join our Digital PR team. You’ll support the planning and delivery of campaigns that earn media attention and drive SEO value. This is a fantastic opportunity for someone excited about launching a career in communications and growing quickly in a supportive team.
Midnight expands client portfolio with KYND
Award-winning B2B PR agency Midnight has been appointed by cyber risk management provider KYND to support its ambitious growth plans. Midnight will build a PR campaign to raise awareness of KYND’s pioneering cyber risk management tools amongst its key target audiences: insurers, brokers and investment managers.
How digital PR powers your employer brand
Your employer brand is a powerful asset – and digital PR is one of the most effective ways to strengthen it. In today’s competitive job market, evolving expectations and a shifting economic climate, employer branding has become a crucial part of any B2B PR strategy. A strong digital presence can make the difference between attracting top talent or losing out to your competitors – and that’s where digital PR comes in.
The Brighton Girl Awards - winners named after three month campaign
By Pippa Moyle. On Thursday, March 27, 150 people gathered at PLATF9RM Hove to celebrate 20 award winners and mark the finale of a very exciting three month campaign. The Brighton Girl Awards saw thousands of local residents spotlight the businesses and pioneers that make Brighton and Hove a great place to belong.
£750* Worth of BRITA Vivreau Products at The Restaurant Show
BRITA Vivreau, global manufacturer of sustainable drinking water systems, is set to showcase its award-winning product range at The Restaurant Show, taking place on 2-4 October at London Olympia.
BRITA Vivreau’s ViTap Scoops Tomorrow’s FM Award
BRITA Vivreau’s innovative ViTap has taken third place in a shortlist of 50 products in the highly sought-after Tomorrow’s FM Awards – the highest rank given to a hospitality product. – News from BRITA Vivreau The sixth instalment of the Tomorrow’s FM Awards saw over 2,000 votes cast; a record number for the second year running. The sleek ViTap dispenses mains-fed purified chilled still, sparkling and instant boiling hot water from one single tap with a touch sensor control and zero splash.
£750* Worth Of Free BRITA Vivreau Products At The ScotHot Exhibition Stand No: 4248 SECC Glasgow (15 - 16 March)
BRITA Vivreau, the pioneers of drinking water systems, is exhibiting for the first time at the ScotHot show and will be offering £750* worth of free goods. – News from BRITA Vivreau The company provides an array of cutting-edge products and services that eliminate the need to purchase pre-bottled water.
£750* Worth Of Free BRITA Vivreau Goods At Northern Restaurant & Bar
BRITA Vivreau’s Table Water Bottling System produces an unlimited supply of filtered still and sparkling drinking water and in March, customers that purchase the system at the Northern Restaurant & Bar exhibition, can benefit from a whopping £750* worth of free products.
BRITA Vivreau Scoops Two Gongs At The West London Business Awards 2017
At last week’s West London Business Awards 2017, BRITA Vivreau, the pioneers of purified drinking water systems, took home two awards. – News from BRITA Vivreau At last week’s West London Business Awards 2017, BRITA Vivreau, the pioneers of purified drinking water systems, took home two awards.
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