The Short Version (TL;DR):
The Reality: Not every company is ready for a PR agency retainer, but every company needs a media footprint to exist in today’s search/AI landscape.
The Shift: I’m formalizing 20+ years of "informal" mentoring into the Founder PR MBA workshops and courses to help you build this skill in-house.
The Goal: Moving PR from a black box you hand off to a strategic skill you actually own.
I run a PR consultancy called Althea Labs. I love the work. I’m not going anywhere.
But over the past 20+ years in communications whether working agency side, in-house, or now running Althea Labs, I’ve come to believe something that might sound counterintuitive: not every company needs an agency. (Yes, I know, I’m the one selling the agency services, but hear me out.)
Hiring an agency isn’t one-size-fits-all. Some companies aren't at the stage where it makes sense. Some don't generate enough news flow to justify a monthly retainer. Some have a founder or early marketing hire who is perfectly positioned to own the story themselves. They just need someone to show them how.
That someone has been me, informally, for years. I've mentored founders on the side, helped first-time marketers figure out how to think about media, and walked people through why journalists pick up certain stories and ignore others. It’s always been one of the most rewarding parts of what I do.
Now, I’m formalizing that loop.
Introducing: The Founder PR MBA
I’m launching a PR education program for founders, business owners, startup leaders, and first-time marketing hires who want to learn how earned media actually works.
What we’re building:
Introductory Workshops: High-level strategy for those just starting.
The 12-Week Intensive: A deep dive where you move from building your narrative to actually pitching and landing coverage.
Fractional Support: For companies that need hands-on help standing up a comms function without the full agency overhead.
Why this matters right now (The "Algorithm" Reality)
In the past, PR was about ego or mass exposure. Today, it’s about survival. Having the right brand presence at the right time to reach your customers.
We have to be real: the models and search engines that people use to discover your business are trained on published content. If your story isn’t being told in credible editorial outlets, you aren’t just missing a marketing channel, you are becoming invisible to the machines. I’m passionate about making PR accessible because the stakes of getting it right keep going up. Every founder benefits from understanding the "why" behind the news cycle.
Who is this for?
The Solo Founder/Business Owner: You’re doing your own outreach but hitting a wall. OR, you want to do your own outreach but don’t know how to get started.
The "And PR" Lead: You’re a marketing leader who just had "comms" added to your JD and you don't know where to start.
The VC Partner: You want a concrete resource for portfolio companies that aren't ready for a big firm yet.
Common Questions (FAQ)
Does this mean I'll never need an agency? Not necessarily! This is about preparing you for that stage. The founders who get the best results from agencies are the ones who already understand how journalists think.
How much time does this take? PR is a muscle. The program is designed to fit into a founder's schedule, focusing on high-impact moves not busy work.
Is this just for tech startups? If you have a story that needs to be told to a specific audience, this is for you. Whether it's adtech, consumer goods, social impact or something else the fundamentals of a good pitch are universal.
What’s Next?
I’m currently putting the finishing touches on the program structure, pricing, and our first cohort dates. If you want to be the first to know when we open doors, or if you just want to see if this is the right fit for your team, get on the list.
I’m excited to finally bring this to life this and help more founders move from invisible to essential.