Introducing ProCEEd > Consultancy: Media approach strategy for startups


My general belief is that a startup doesn’t normally need a dedicated PR/media comms person until just before it raises Series A. The idea that it’s the founders who should talk to the media has been around for a while, and as a journalist I totally support it. No one is able to present your startup and answer all journalist’s questions better than you.

Over the recent years, I’ve often seen founders looking for advice on how and to whom they should pitch their startup’s story. What’s worse, I saw even more founders doing it all wrong, from spamming awkwardly written press releases to paying a fortune to a PR agency that wouldn’t understand their business and its needs anyway.

While getting things right in talking to media looks fairly simple and straightforward, it actually takes time and quite a bit of research. The problem, however, is that founders of early stage startups have an awful lot on their plate.

This looks like a problem worth solving.

Enter ProCEEd > Consultancy, my new project where founders can get all sorts of advice on media approach strategy.

Here’s an example of things ProCEEd > Consultancy can do:

  • Identify the best story angles you can pitch journalists with.
  • Put together a list of publications relevant for your story and journalists you should talk to*.
  • Identify the data and expertise possessed by your startup that can be leveraged and used to build up stories for media.
  • High-level content strategy planning: stories for media, starting a blog of your own, conference appearances, columns, guest posts etc.

All this can be packaged into one report that I’ll write after talking to the founder(s) and digging around for the best ideas.

Simply speaking, what you get from working with ProCEEd > Consultancy is a ready-to-implement media approach strategy together with a set of guidelines on how to make the most out of it.

Want to know more? Ping me today at for details.


* A note for my fellow journalists. I hope that my work will reduce the number of boring and/or irrelevant pitches in your inboxes. Also, I’ll never give anyone your contact details that are not publicly available, unless you explicitly allow me to do so.

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