PR consultancy · UK, US & Europe

Announcements inform.
Angles transform.

"You don't need bigger news. You need a stronger vantage point."

You need a team that can tell you what the story is — not just execute the brief you hand them. And you need journalists to already know your name before you call them with the big news.

Work with me See the results

Coverage secured for clients

22⁺

pieces of coverage for a single client in Q1 — from zero PR presence

90⁺

average domain authority achieved across client coverage — quality over volume, every time

placements for a B2B fintech Series A — anchored by Reuters, with Axios Pro Rata, The Information and Boston Globe among the hits

Why Iden

You've been here before.
This time it's different.

Most clients we work with have had PR before. They know what good looks like and they know what wasted budget looks like too. If you've been burned by vague reporting, missed coverage, or a retainer that ran on hope rather than strategy, we hear that.

"I thought of Karolina as a full-fledged member of my team. That's the highest praise a partner can get in my mind." — Patrick Reynolds, CMO

What's different here

We find the angle, not just the announcement

Most PR pitches lead with the news. We work backwards from what journalists are actually covering — then connect your story to it. That's the difference between a press release and a placement.

We understand how journalists think

Many of our consultants have a background in journalism. We know how a news desk works, what an editor forwards to a reporter, and what gets deleted in three seconds. That background is not decoration — it's how we pitch.

Reputation compounds. We're not here for one announcement.

We work on retainer over time — because the deeper we understand your business, the stronger the angles get. The best coverage rarely comes from a single campaign. It comes from a journalist who already knows your name when the big moment arrives.

The Iden approach

You already know why your last PR didn't work.
Here's how this is different.

Most PR pitches the announcement and hopes the relevance follows. We work the other direction — starting with what journalists are actively covering, then finding where your business connects to it.

What most agencies do

Wait for the news

Build their pitch calendar around your announcements — the raise, the launch, the hire. Activity only happens when you have something to say.

Lead with you

"Our client does X" — pitched to a journalist who doesn't know why they should care about X today.

Deliver a report

Coverage metrics and a monthly summary. The relationship with the journalist stays with the agency. You start over if you leave.

Project mindset

Campaign on, campaign off. No compounding value. The name you built during the campaign fades when the budget stops.

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What Iden does instead

Find the angle first

Every month, we look at what journalists are actively covering and work out where your business has something genuinely useful to say. The story leads; the announcement follows.

Lead with the conversation

"There's a story happening about X — my client has a different perspective and is the right person to speak to it." Journalists respond to that.

Build the relationship in your name

The journalist relationships we develop are built around you, not around an agency brand. You keep that equity.

Retained mindset

The longer we work together, the more we understand your business — and the stronger the angles get. Coverage builds on coverage.

Based in the UK · Working globally

About Karolina

Journalism background

My name is Karolina Throssell. I started in journalism — which means I understand the story before I pitch it. I know what an editor forwards to a reporter, what a news desk actually needs on a Tuesday morning, and what gets deleted in three seconds.

After 17 years in PR working for agencies where I saw first hand what worked and what didn't, I decided it was time for something different. That vision became Iden. A commitment to working only for clients that took counsel on board and were active partners who we could deliver our best work for. We connect the dots between your expertise, the cultural moment, and what journalists are looking for — to shape stories the right people actually want to tell.

Iden scales with your needs. A senior-led retainer with one point of contact who's fully across your business — backed by a hand-picked network of specialists across the UK, US, France and Australia when you need wider reach.

B2B Tech Fintech SaaS Adtech & Martech Retail Technology Travel UK · US · Europe

How we work

The journalists who matter should know your name
before you need them.

That only happens through consistent, ongoing work — not campaigns. Iden works on retainer because reputation doesn't come from a single announcement. It's built month by month, angle by angle, until your name is already in a journalist's head when the story breaks.

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Month 1–2

Deep immersion. We learn your business from the inside — your data, your customers, your competitors, your team's thinking. Finding the first angles.

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📐

Ongoing

Consistent presence. Monthly angles connected to live news cycles. Journalist relationships warming quarter by quarter. Coverage building on coverage.

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📈

Over time

Your name is already familiar when the big moment arrives. Announcements land harder because the reputation already exists. That's when PR really pays.

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Angle Development

Every month, we find the vantage points inside your business that connect to what journalists are actively covering. This is the engine of the retainer — not a one-time exercise.

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Ongoing Media Relations

Pitching national, trade and vertical press consistently — not in bursts around announcements. Journalist relationships that get warmer the longer we work together.

✍️

Thought Leadership

Bylines and expert comment that build your profile between the big moments. So when a journalist needs a voice on the story of the week, they already know yours.

🗞️

News Moment Strategy

When the funding round or product launch comes, the groundwork is already done. We position the announcement so it lands in a conversation — not just on a wire.

📊

Strategy & Audit

For companies coming in cold or restarting after a quiet period. We map the landscape, audit what's been tried, and build a retainer roadmap grounded in what's actually achievable.

🌍

Global Reach

UK, US and European coverage through a hand-picked network of senior specialists. Same rigour, scaled geography — brought in when your retainer needs to go wider.

What clients say

Results people talk about

"I thought of Karolina as a full-fledged member of my team. While she understands our business as an insider, she's very clear-eyed about equally seeing it as an outsider. She provides good counsel and has a powerful network to position our company in the best possible light."

Patrick Reynolds

Chief Marketing Officer, Solutions by Text · formerly BlueConic

"She backs up everything with data and research and thoroughly understands the media landscape, what makes a great story and how to get in front of the right journalists. Smart, driven and does everything with purpose."

Meg Dedyne

Head of Corporate Communications, ActiveCampaign

"Karolina is a Tech PR powerhouse. She quickly got up to speed with the platform, set a solid strategy and got straight to work. The quality of leads improved and our social engagement rates increased."

Hannah Parker

Fractional CMO, StorIQ (prior to acquisition)

"Karolina is the true definition of a trusted advisor. I have relied on her time and time again for her creative ideas, writing ability, and expert, unbiased advice when it comes to securing coverage and raising the company's visibility."

Anne Curtin

Previously at BlueConic and Nielsen

"Thanks for all the hard work and support you have provided. We are proud to have you as a partner in the journey. Love making noise together!"

Joshua Summers

CEO, EnFi

"That's the highest praise a partner can get in my mind — treating someone as a full member of the team. She understands the business as an insider while seeing it clearly as an outsider. The best of both worlds."

Patrick Reynolds

CMO · Managed Karolina while at BlueConic

Client work

What sustained PR
actually builds

These aren't campaign snapshots. Each started on a retainer basis with little to no press presence and became a name journalists recognised — because we kept finding the angles month after month.

AI Commercial Lending

B2B Fintech · Series A · US Market

EnFi's $15M Series A needed to land with institutional credibility in front of banks, investors and fintech media. We anchored the campaign with Reuters and built a cascade strategy — ensuring the announcement reached the right audiences across tiers.

27 total placements across the campaign

52^% of coverage rated excellent (DA 75+)

Coverage highlights: Reuters · Axios Pro Rata · The Information · Boston Globe

Customer Data Platform

B2B SaaS · US Scale-up

Appointed with no UK PR programme and significant named competitors. Over the retainer, we built consistent presence by connecting their data insights to the live conversations in martech and retail media — not waiting for announcements to carry the story. We were then asked to take on the US programme when their long-term freelancer left.

22 pieces of coverage in Q1

2nd share of voice among 10 competitors

Coverage secured in: FT · Bloomberg · Digiday · Adweek · The Drum

Retail Operations Tech

SaaS · UK Start-up

Built the entire PR programme from scratch on retainer. Month by month, we connected their retail technology insight to the national conversation around store operations — creating a profile that existed independently of any single announcement, and ultimately made the company acquisition-ready.

665k combined audience in under 5 months

5 publications placed

Secured coverage in Drapers and Retail Week. Client was acquired · acquirer then retained Iden

Workforce SaaS

Enterprise Tech · Series A

Minimal visibility against major enterprise incumbents. The retainer started with strategy — identifying the award opportunities, the journalist relationships and the angles that no direct pitch would have unlocked. By the time the Series A came, the reputation was already there to amplify it.

FT coverage via award entry we identified

TC Coverage in TechCrunch for Series A

Client told us we helped them to "Punch above their weight" which led to their acquisition

Sectors

We know your world

Sector knowledge changes what we can pitch. When you know the beat, you know which angle the journalist is already looking for.

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B2B Technology

Adtech, martech, SaaS, retail technology, data platforms, enterprise software. We know the trade press, the reporters who cover each beat, and the conversations they want to have.

🏦

Fintech & Financial Services

From Series A announcements to positioning founders in the banking and payments conversation. Bloomberg, Reuters, American Banker, City A.M. and the nationals.

🛒

Retail & Commerce

Retail technology, commerce media and the intersection of data and shopping. Drapers, Retail Gazette, Internet Retailing and the nationals.

✈️

Travel

Hotels, destinations and travel technology. We've secured coverage that drives awareness and converts to bookings — lifestyle press through to trade titles.

Announcements inform.Angles transform.

You've been here before.This time it's different.