Alt of image


Co-Managing Director, London

Tom Short has over 15 years of experience advising global organisations on reputation management and communications strategy. He has worked across a broad array of industry sectors, with particular expertise in technology, life sciences, energy transition and the built environment.

If a problem is fixable, there is no need to worry. If it’s not fixable, then there is no use in worrying. Either way, there is no benefit in worrying whatsoever.

Tom is an experienced leader of global communications projects, having led multi-market programs for some of APCO’s largest corporate clients. Throughout his career he has worked with a number of large multinationals, helping them to define positioning for parent brands and subsidiaries and build the fundamental communications infrastructures needed to support long-term media and stakeholder relations programs.

In addition to his role as co-managing director of APCO’s London office, Tom is UK head of Corporate Reputation and works closely with other corporate reputation leads around the APCO network. He is also an experienced spokesperson trainer, having provided media and messaging training to dozens of senior leaders and spokespeople over the course of his career. He also has considerable crisis communications expertise, including both crisis strategy development and handling live 24/7 crisis situations.

Prior to joining APCO, Tom spent six years at a leading built-environment sector communications consultancy, working in the construction & engineering, energy and residential property sectors.

Tom holds a bachelor’s degree in English literature from the University of Birmingham and a master’s degree in multimedia journalism from Bournemouth University.