Expertise deserves influence.
Senior-led PR that turns specialist knowledge into authority journalists and audiences trust.
ACA (Amy Cuthbertson Associates) is a public relations and communications agency for experts, with particular depth in healthcare and medicine, health technology and cyber security. We also work with specialists in finance, workplace and HR, and consumer brands.
What do you need to be known for, and who needs to know it?
That’s where every ACA campaign begins.
Plenty of people are as qualified as you. The ones who stand out are known for something specific, by the people who matter, in the places those people trust.
So before we think about coverage, we think about the objective. You might need to be the expert journalists call when your subject makes the news. You might need to make a founder a recognised authority, or show patients, customers and investors why your organisation is different.
That reputation is built on what credible third parties say about you, in print, on air and online. Search engines and AI tools increasingly lean on the same signals when someone asks who to trust, so we also track how often our clients appear in AI answers.
We work backwards from the objective: the audiences that matter, the expertise already in the building, the subjects you can credibly own and the stories that connect them. Then we build the programme around them.
From expertise to authority
Being exceptionally good at what you do does not automatically make you visible.
The best surgeon in the country may never have been heard of by the media, and the person with the strongest reputation isn’t always the most skilled. It’s the one people have heard of.
ACA bridges that gap.
For an individual expert, that means defining what they should be known for. For an organisation, it means finding several credible voices and deciding who should speak about what.
Sometimes that means responding to a breaking story within the hour. Other times it means building a profile patiently over years, until a client is one of the people journalists instinctively call.
Coverage is how we do it, but it isn’t the end goal. What we’re building is recognition, authority and trust, which support reputation, demand and long-term growth.
Proven in influential media
ACA clients have appeared across national and regional newspapers, magazines, digital media, television, radio and specialist publications, in the UK and internationally, including the United States, Australia, South Africa, Ireland and New Zealand.
Our work has secured coverage and appearances across media including:
BBC • The Guardian • The Times • The Telegraph • Daily Mail • MailOnline • The Independent • Newsweek • Vogue • Women’s Health • Good Housekeeping • Cosmopolitan • Stylist • HELLO! • LBC • Sky News • Channel 4 News • Newsnight • The Ophthalmologist • Dentistry • Pulse
Who we work with
Deep knowledge makes good stories.
ACA works with experts and organisations across healthcare and medicine, health technology and cyber security, as well as personal finance, workplace and HR, and consumer brands.
From GPs to plastic surgeons, psychotherapists to dermatologists, cardiologists to dentists, authors to founders: whatever the field, if you know your subject, we help the right people know you.
Individual experts
Psychologists, dentists, economists, cyber security specialists and others whose knowledge deserves a wider audience.
Founders and business leaders
People with informed perspectives on their industries and the forces changing them.
Clinics and practices
Building the reputation of the organisation alongside the experts behind it.
Multi-expert organisations
Businesses where different specialists can each credibly own a different conversation.
What clients say
“I have worked with Amy as my personal publicist since 2006, and it is no exaggeration to say that she has transformed both my professional profile and the commercial success of my business.”
Dr Wyman Chan, dentist and founder, Dr Wyman Chan International
“I would recommend hiring her … without a shadow of a doubt!”
Dr Mishkat Shehata, physician and healthspan medicine specialist
“Working with Amy and Jon is brilliant. They are so helpful and extremely responsive. Having them help us with our PR marketing is a god-send... I can't believe how much we've achieved in such a short space of time!”
Dr Nikki Ramskill of The Female Health Doctor clinic
“Amy, Jon and the team have helped bring Blue Fin Vision’s clinical expertise to a wider audience, securing opportunities to contribute to national media and share informed perspectives on eye care. They manage the process proactively and independently, requiring very little of my time—a significant advantage when running a busy surgical practice. I value their ability to turn specialist knowledge into accessible stories while allowing me to stay focused on patients. The coverage featured on our website is a tangible record of their contribution to our growing profile.”
Mr Mfazo Hove, Consultant Ophthalmic Surgeon and Founder, Blue Fin Vision®