Andy Skinner, Managing Director

Andy Skinner has been a working journalist for over 40 years and has provided PR services to West Midlands businesses since 1988. He ran his own monthly newspaper Business Report for 14 years before selling to a PLC and since 1999 has provided dedicated press and public relations services to professional firms and businesses throughout the UK.

He launched ASAP as a dedicated resource to businesses and the company now employs the services of some of the best journalists and creative minds in the region. Now in its 20th year, ASAP is proud to represent some of the region’s finest businesses.


Steve Dyson, Associate Director

Steve Dyson joined ASAP in 2017. He has worked in the media since 1990. He was a reporter at Caters News Agency, Metro News and the Sunday Mercury in Birmingham. He went on to serve as industrial correspondent for what was then the Birmingham Evening Mail, and became the paper’s news editor, features editor and deputy editor. He was editor of the Evening Gazette on Teesside from 2002-05, returning as editor of the Birmingham Mail from 2005-10.

After leaving the Mail, Dyson formed a media consultancy, delivering training to several universities, public sector bodies and blue-chip companies such as Barclays Bank. He also creates and delivers writing and business courses for the National Council for the Training of Journalists. He blogs on the media at He is a board member of Waterloo Housing Group, and a trustee of The Gap youth arts project.

ASAP Steve Dyson

Simon Penfold, Business Writer

Simon Penfold is the former business editor of the Express & Star in Wolverhampton – England’s biggest selling regional newspaper – where he spent nearly 25 years, mostly covering the business and commercial property sector.

He previously spent six years at the Hull Daily Mail, largely as the newspaper’s crime reporter. Before that he worked for eight years on the East Anglian Daily Times in Suffolk and Essex, latterly as Essex news editor, covering everything from agricultural shows to ferry disasters and high profile murder cases. He joined ASAP in 2018. He is married with three grown-up children and lives in Wolverhampton.

ASAP SimonPenfold

Juliet Betterton, Creative Director

Juliet Betterton has a track record in PR and communications, with 30 years’ experience. She focuses on helping business of all sizes become famous for what they do. She established her own consultancy in 1996 and now delivers strategic input to ASAP clients. She specialises in campaign planning, communications, media relations, reputation management and implementation.

Juliet is a member of the Chartered Institute of Public Relations, and was a founder Business Board member of Worcestershire Local Enterprise Partnership (WLEP). Her own business Better PR has been named CIPR Midlands “Outstanding Small Consultancy” winner. She is experienced across a wide range of sectors including professional services, manufacturing, home interiors, flooring, transport and logistics, and food manufacture.

ASAP Juliet Betterton