PR and media specialist Fiona Dwyer joins Apex Executive Partners as Associate

East Yorkshire PR consultant Fiona Dwyer has taken on a new Associate role with senior leadership advisory firm Apex Executive Partners, adding her three decades of media and reputation expertise to the team while continuing to run her own independent consultancy and coaching business.

A former journalist, TV reporter and planning producer, Fiona has spent her career at the centre of the media landscape and brings first‑hand insight into how reputations are built, challenged and protected. In her work with Apex, she will work collaboratively to support leaders navigating reputation, visibility, growth and risk at the highest level.

“Reputation isn’t something you scramble to fix once it’s broken,” Fiona said. “It’s something you build long before you ever need it. The organisations that handle risk best are the ones that invest early in clarity, credibility and trust, both internally and externally. That’s what keeps confusion, speculation and misinformation at bay.”

A key focus of Fiona’s work for Apex will be crisis communications planning in advance, helping organisations prepare clear messaging frameworks and response plans so leaders know what to say, who should speak and how to respond calmly and credibly under pressure. This preparation enables faster decision-making, protects confidence and safeguards long-term value when it matters most.

Commenting on the appointment, Jo Fleming, Founder of Apex Executive Partners, said:

“Fiona brings a rare combination of media insight, strategic thinking and a clear understanding of reputation risk. At senior leadership level, how you communicate – particularly under pressure – directly impacts trust, confidence and value. Fiona’s experience strengthens our ability to support leaders not just in what they do, but in how they are seen, understood and trusted.”

Fiona also supports strategic growth by raising the profile of leaders and positioning them as trusted, go-to experts in their sector. Through coaching and mentoring, she helps leaders confidently manage their own PR and supports PR and marketing teams to work more effectively with the media. She added:

“I’m delighted to be joining Apex Executive Partners as an Associate. Jo has built an outstanding reputation as an entrepreneur and leader. Apex’s work with founders, boards and leadership teams genuinely aligns with how I believe reputation, trust and long-term value are created. The most resilient organisations are those that think ahead about leadership, communication and risk – and Apex does exactly that. I’m looking forward to bringing my media and reputation expertise into this wider strategic context, whilst continuing to support my own clients through my consultancy and coaching work.”

Apex Executive Partners helps organisations strengthen leadership capability, build effective succession pipelines and enhance executive performance. Working collaboratively with businesses, their expert associates help develop innovative, tailored strategies, supporting their goals and driving profitability. Apex also partners closely with boards and leadership teams during periods of growth and change.