How We Build Authority

PR isn’t a one-size-fits-all function, nor is it something you “turn on” and hope works.

Different companies need different levels of clarity, visibility, and control depending on where they are, what’s at stake, and how much authority they already hold.

Our work is structured accordingly.

IDENTIFY YOUR NEEDS

A Customized Approach for Where You're At

STRATEGIC NARRATIVE FOUNDATION

This engagement exists for leaders who know something is off — but aren’t interested in guessing their way forward.

We step back, we assess, we clarify, and
we build the foundation everything else depends on.

What You Get

A clear, defensible core narrative
Messaging architecture (what to lead with, what to avoid)
Founder or executive authority positioning
Defined story lanes worth owning
Media readiness guidance (no pitching)

This work is used across website copy, sales decks, investor conversations, internal alignment, future PR programs.

FOUNDATION AUTHORITY

This is for companies who know they should be using PR, but aren’t getting consistent value from it yet.

You might be here if:

Coverage is sporadic, reactive, or disconnected
Your story sounds different depending on who’s telling it
Sales, partnerships, or recruiting conversations lack reinforcement from press

To help you sound like the company you’re actually building — not a work in progress, we:

Define a clear, defensible narrative
Tighten messaging so media understands you quickly and correctly
Establish a consistent earned media presence that builds trust over time
Solve for credibility gaps, confusion, and missed leverage.

CATEGORY LEADERSHIP

This is for companies that already have momentum and want their visibility to support growth, fundraising, or partnerships.

You might be here if:

You operate in a competitive or noisy category
The founder or executive team wants visibility with intention
Press should create inbound interest, not just awareness

To help you become a reference point — not just another name in the mix, we:

Decide which conversations you should be part of and which you shouldn’t
Position founders and executives as credible, quotable experts
Build sustained momentum that compounds

MARKET AUTHORITY & INFLUENCE

This is for companies operating where visibility carries real upside and real risk.

You might be here if:

The stakes are high: policy shifts, regulation, market volatility
Your reputation needs protection as much as promotion
You want judgment, not just execution

In helping you shape industry conversations, we:

Advise before stories happen
Help determine what not to say and when
Guide messaging during sensitive or high-impact moments

"Based on the value of earned media and speaking opportunities, the return on investment with Green Lane was well worth it."

“Mike’s [Green Lane Communication’s founder] personable, genuine approach made him a pleasure to work with, and his transparency and dedication stood out. Based on the value of earned media and speaking opportunities, the return on investment with Green Lane was well worth it. Working with Mike felt like a true partnership.”

Lance Lambert, Chief Marketing Officer, Grove Bags

Lance Lambert Grove Bags CMO Headshot_edited.jpg