Version 1.0 | Prepared June 2026 | Owner: Matt Bartlett, Director
This pack is the single source of truth for everything a journalist, podcaster, awards body, sponsor partner or trade-press editor will ask for when they engage Apex Insurance Brokers Limited. It is written for use without further drafting — every piece in here can be sent on the same day a request lands.
The pack supports the trade press outreach programme set out in commercial-proposals-market-backlinks\C-backlink-pack\ and the broader SEO and authority strategy described in the SEO master tracker. It is structured so that someone other than Matt can answer a media enquiry, send the right file, and arrange follow-up without needing to interpret the request.
When a media enquiry arrives, work through three questions:
The first is who is asking and what do they need from Apex. Most journalists need one or two things: a spokesperson bio with credentials, a usable headshot, the company fact sheet, and either a quote or an interview slot. Podcasters need the same plus an MP3-quality booking confirmation. Trade-press editors writing a feature usually want all of the above plus a position paper or briefing note on the topic they are writing about.
The second is what level of approval the response needs. Comment, quotes and interview confirmations on topics covered in Section 4 (PI market, Building Safety Act 2022, broker-versus-direct, Insurance Act 2015, cyber-PI overlap) can be sent under Matt’s name using the existing briefing notes. Anything that touches a specific client, claim or named insurer needs Matt’s sign-off before release. Anything regulatory, financial-promotion adjacent or that names a competing broker needs the compliance check described in commercial-proposals-market-backlinks/C-backlink-pack/07-outreach-email-templates.md.
The third is how Apex wants to be quoted. The standard attribution is “Matt Bartlett, Director, Apex Insurance Brokers Limited”. For sector-specific pieces, add “specialism in professional indemnity for professional firms” or the relevant sector tag. Never use unqualified superlatives, never claim market position numbers Apex cannot verify, and never quote a client without their written permission.
01-matt-bartlett-director-bio.md — three-length bio (50 / 150 / 400 words), credentials, expertise, media topics02-chrissie-anderson-bio.md — Client Executive bio, three lengths, servicing specialism03-board-and-senior-team.md — structured placeholder for additional named staff04-photography-brief.md — photo specification and Bristol photographer brief05-spokesperson-availability.md — commitments, response-time SLA, formats accepted06-apex-company-fact-sheet.md — one-page company snapshot07-apex-credentials-and-memberships.md — regulatory and trade body authorisations08-apex-history-and-milestones.md — founding timeline and growth narrative09-apex-values-and-positioning.md — brand position vs Howden, Lockton, Marsh, Aon10-press-release-master-template.md — Apex house style guide for press releases11-pr-template-new-hire.md12-pr-template-charity-sponsorship.md13-pr-template-industry-comment.md14-pr-template-case-win.md15-pr-template-research-publication.md16-pr-template-award-win.md17-pr-template-office-move.md18-journalist-q-and-a-pi-market.md19-journalist-q-and-a-bsa-2022.md20-journalist-q-and-a-broker-vs-direct.md21-journalist-q-and-a-insurance-act-2015.md22-journalist-q-and-a-cyber-pi-overlap.md23-logo-usage-guide.md24-brand-colour-palette.md25-typography-guide.md26-awards-pipeline.md27-credentials-and-testimonials-template.md28-current-partnerships.md29-target-partnerships.md00-implementation-guide.md — how to roll this pack across the trade press listA trade press journalist writing a market piece on PI or commercial insurance gets, as a minimum, the 150-word bio (file 01), the company fact sheet (file 06), the topic-specific briefing note from Section 4, and a headshot. If they ask for credentials, send file 07. If they ask for visual brand assets to accompany a feature, send the items listed in Section 5.
A podcast host preparing a guest booking gets the 400-word bio (file 01), the spokesperson availability sheet (file 05), the company fact sheet (file 06), and the topic-specific briefing note from Section 4 that maps to their show theme.
An awards body assessing an entry gets the company fact sheet (file 06), credentials (file 07), the history and milestones piece (file 08), the testimonials process (file 27), and any specific evidence required by the award category (see file 26).
A sponsorship partner (sports club, charity, professional body) preparing a launch announcement gets the 50-word bio (file 01) for use in their copy, the brand colour palette (file 24), the logo usage guide (file 23), and a logo file in the format they need.
A new hire joining Apex needs the master template (file 10), the new-hire template (file 11), the brand and positioning piece (file 09), and a brief on the contact details to use for media routing.
This pack is reviewed quarterly — the next review is scheduled for September 2026. The owner is the Director. Each file carries its own last-reviewed date in the footer. Files that depend on external information (FCA register, Companies House, BIBA membership status, award entry deadlines) are flagged in their own metadata so the dependency is visible.
For media enquiries: Matt Bartlett, Director — matthew.bartlett@apexinsurancebrokers.co.uk — 0117 325 0027. Apex Insurance Brokers Limited, FCA FRN 724952, Companies House 07014570. Trading address: QCS, 53 Queen Charlotte Street, Bristol BS1 4HQ.
Last reviewed: June 2026.
Apex Insurance Brokers serves UK professional services firms and commercial businesses. Call 0117 325 0027, email hello@apexinsurancebrokers.co.uk, or request a quotation.
Get a quote