Midas' Tory Lyne Pirkis made director

Independent publishing and arts PR agency Midas PR has appointed Tory Lyne Pirkis as a director following 10 years at the company.

Having started out as an account executive working with Mills & Boon and AA Publishing, Lyne Pirkis has gone on to work with clients including Little, Brown, Laurence King, Quercus, Bonnier and Historic England as well as working with individual authors. 

In 2016 Lyne Pirkis was named one of The Bookseller’s Rising Stars, and having previously taught Book PR for The Guardian newspaper’s masterclass series, she currently guest tutors on the Kingston University MA in Publishing.

Outside of Midas’s direct work in the publishing industry, Lyne Pirkis also heads up the agency’s festival and visual arts divisions looking after clients ranging from Cheltenham Literature Festival and Henley Festival to Saatchi Gallery, Opera Gallery and Cardiff’s Artes Mundi international art prize.

Lyne Pirkis said: "Working at Midas PR for the past 10 years has been the best introduction imaginable to the world of publishing, and I’ve been incredibly lucky to work with some of the biggest names in the industry as well as at many of UK publishing’s most important events from major literary festivals to big book prizes.

"But what’s been most inspiring, has been helping undiscovered debut and mid-list authors flourish in an ever changing publishing landscape. When I started at Midas PR in 2008, Kindle, Instagram and vlogging didn’t exist, and as an agency I’m proud that we continue to reinvent the way that we deliver PR campaigns in order to reflect the exciting challenges that UK publishers and authors are constantly facing."

Midas c.e.o. Steven Williams said: “Tory joined Midas in 2008 and her contribution to the company over the past decade has been tremendous, both though her terrific PR campaigns, and with her inspired accumulation of a wide spectrum of new business across publishing, celebrity authors, literary festivals and art galleries. Her promotion is well deserved.”

Former Midas staffers Daniel Freeman, Zekra Rahman, and Liz Mallett recently left the company to set up London-based PR agency Colour PR.