Strategic Communications, Meaningful Media Coverage, Stronger Reputations

Upfront PR helps organisations turn complex issues into compelling stories that reach the right audiences, influence the conversation and build trust.

Combining journalistic insight with senior-level communications expertise, we deliver focused PR for organisations operating in complex, competitive and highly scrutinised environments.

Meet the team

Journalistic insight. Strategic communications. Business expertise.

Upfront PR brings together three founders with complementary skills and a shared ambition to do PR differently.

Matthew West and Howard Mustoe bring decades of experience across journalism, broadcasting and public relations, with first-hand knowledge of what makes a story newsworthy and how to get it noticed. Michael Luckhurst leads business development and operations, helping build client relationships and ensure the business delivers a responsive, focused service.

Together, we combine newsroom insight, communications expertise and commercial thinking to help organisations secure meaningful media coverage without unnecessary complexity or cost.

Matthew West

Co-founder | Media Relations & Strategic Communications

Matt began his career in local newspaper journalism in 2002 before working for City A.M., CNBC, the Daily Mail, Channel 4 News and the BBC. He covered major political and financial stories, including several general elections, the European sovereign debt crisis, Brexit, the Co-op Bank scandal, VW emissions Scandal, US President Barack Obama's first UK state visit, the phone hacking scandal, and the negotiations that led to the formation of the Coalition Government in 2010.

Since moving into PR in 2017, he has worked at the Civil Aviation Authority and PIMFA, leading campaigns on online fraud, cash ISAs and access to financial advice. At Upfront PR, he combines journalistic instincts with senior communications experience to help clients tell compelling stories and influence the conversations that matter.

Howard Mustoe

Co-founder | Media Relations & Strategic Communciations

Howard spent 17 years as a business journalist and news editor at the BBC, The Daily and Sunday Telegraph, Bloomberg and The Independent. He has covered every Budget since starting his career in 2008, alongside major stories spanning the financial crisis, Brexit and the fortunes of household names including Thomas Cook.

Having worked across print, digital, radio and documentaries, including producing programmes for the BBC's Today programme and World Service, Howard understands what journalists need and what makes a story stand out. At Upfront PR, he uses that insight to identify media opportunities and secure meaningful coverage for clients.

Michael Luckhurst

Co-founder | Business Development & Operations

Michael leads business development and operations at Upfront PR, helping turn the agency's expertise into lasting client relationships and sustainable growth.

He focuses on identifying new opportunities, building relationships with prospective clients and ensuring the business runs efficiently. Working alongside Matthew West and Howard, Michael helps make sure Upfront PR delivers a personal, responsive service, combining experienced media insight with a practical approach to client needs.

His role is central to the agency's ambition to offer organisations a more direct, focused and cost-effective approach to public relations.

How we help

Media Relations

We turn your expertise into stories journalists want to tell, securing meaningful coverage that builds credibility, raises your profile and reaches the audiences that matter.

Strategic Communications

From campaign planning to thought leadership, we develop clear communications strategies that sharpen your message, engage stakeholders and help achieve your business objectives.

Reputation & Issues

We help organisations navigate complex issues, prepare for challenging moments and protect trust through clear messaging, sound judgement and experienced media counsel.

Why Upfront PR?

Journalistic insight. Strategic thinking. Senior-level expertise.

We understand what makes a story newsworthy and how to make it matter.

Upfront PR combines the instincts of a newsroom with the strategic thinking of experienced communications professionals. We help organisations cut through the noise, explain complex issues clearly and build relationships with the audiences that matter.

You work directly with senior communications expertise, getting thoughtful advice, creative ideas and a focused approach designed around your objectives.

Who we work with

We work with organisations that have something important to say and need the right people to hear it.

Financial services and professional services

Making complex products, policies and expertise accessible to the audiences that matter.

Trade bodies and membership organisations

Championing industries, influencing debate and bringing member priorities to the forefront.

Businesses navigating change

Building understanding, strengthening reputations and communicating confidently through challenging moments.

Got a story?

Whether you're looking to raise your profile, shape an important conversation or navigate a complex communications challenge, we'd love to hear from you.

Let's talk about what Upfront PR can do for your organisation.

Email Us

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