Hey there!

Welcome to Pitch Point — formerly known as Comms Rundown — your go-to newsletter for all things PR and communications, now tailored specifically for tech founders. We're shifting gears to make this more practical and case-driven, showing you exactly how smart communication strategies solve real business challenges.

Each edition, we’ll break down a common problem — whether it’s sales, personal branding, hiring, or fundraising — and share real examples of how PR helped tackle it. No fluff, just actionable insights. Let’s dive in! 🚀

🎙️ On the go? We’ve got you. Hit play to listen to this case instead of reading it. Perfect for your walk, commute, or coffee break.

Case: How Strategic Comms Boosted JetBrains’ CEO Profile 

We’re kicking off the first edition of Pitch Point with a case study on how strategic communications can shape a leader’s public profile. Today’s example: JetBrains, our client since 2020, a company behind some of the most popular development tools, used by over 11.4 million professionals and 88 of the Fortune Global 100. 

When Kirill Skrygan became CEO in early 2024, he had a strong technical background but limited public visibility. The challenge? Transform him from a behind-the-scenes leader into a credible industry voice — reinforcing JetBrains' reputation and driving business growth.

Why does this matter? A strong public profile isn’t just about building a personal brand — it’s a growth strategy. Founders who are recognized thought leaders build trust faster, attract top talent, and open doors to investors and enterprise customers. For JetBrains, having a visible, credible CEO was essential to strengthening market leadership and capturing new opportunities.

You can make it happen with PR — here’s the universal template for building a founder’s public visibility.

Step 1: Laying the Groundwork

Before reaching out to the media, we needed to define Kirill’s positioning and make sure his public presence was strong. The challenge was to balance his deep technical background with his vision for JetBrains while considering the competitive landscape and media interest in AI.

Here are the key steps:

• Crafting the Narrative: We built Kirill’s messaging from scratch, making sure it reflected both his background as a programmer and his leadership vision. We analyzed competitors, media trends, and key topics like AI and focused on AI-driven development and product excellence.

• Building a Strong Online Presence: We updated Kirill’s LinkedIn and Twitter to position him as a business leader, not just a programmer. 

• Public Speaking Training with a Top Coach: We found a speech trainer who has worked with Arnold Schwarzenegger and Tony Robbins. Over three months, Kirill set aside hours each week to improve his communication skills, gain confidence, and make sure his message was clear and engaging.

Step 2: Securing High-Impact Visibility

With the foundation in place, we focused on media and speaking opportunities.

Here are the key steps:

• Landing a Last-Minute Web Summit Spot: Even though the agenda was nearly finalized, we secured a high-visibility speaking slot for Kirill. Originally scheduled for 9 AM, we moved it to a more strategic time for better attendance. His session drew a full house, with many attendees coming specifically for his talk.

• Maximizing Conference Visibility – Getting on stage is just the beginning. We worked with the event organizers to plan activities leading up to the event, helping to attract more people to the talk. We arranged for Kirill to host a Roundtable on AI and coding with a select group of attendees. Additionally, we secured his invitation to the exclusive Corporate Innovation Summit for top executives and an opportunity for him to lead Mentor Hours and advise startups.

• Organizing a JetBrains Side Event:  We hosted a side event with a panel discussion during Web Summit to connect with industry peers and stakeholders. Demand was high — 67 of 75 confirmed guests attended, while 187 more were waitlisted or unable to join due to space limits.

• Getting Media Interest: On the media side, we pitched CEO profiles and thought leadership articles to top-tier outlets. As a result, Forbes and CNBC showed interest in covering JetBrains and Kirill’s leadership journey.

The Impact

With this strategy, in just a few months, Kirill went from being a behind-the-scenes leader to a recognized public voice for JetBrains, with speaking slots, media interest, and a strong online presence. His Web Summit appearance alone helped him engage directly with 67 CTOs — potential high-value customers.

Takeaway for Founders

A strong public profile isn’t just about visibility — it’s a business growth strategy. Whether you’re fundraising, hiring, or selling, being a recognized thought leader makes a real impact.

Don’t want to wait for the next edition to explore more of MA Family’s founder PR cases? Check out this post!

Want to Build Your Personal Brand? Let’s Talk!

Each month, we offer three free 30-minute PR strategy sessions — no strings attached.

This is your chance to:
✅ Get expert advice on positioning yourself as an industry leader
✅ Learn how to secure media coverage and speaking opportunities
✅ Build a personal brand that drives real business impact

Spots fill up fast — email [email protected] or [email protected] now to claim yours! 🚀

Thanks for Reading!

That’s it for the first edition of our new, case-driven newsletter on communication and PR. We’d love to hear your thoughts — drop us a line at [email protected] with any feedback or ideas. 

If you feel this newsletter isn’t relevant to you, you can always unsubscribe below — otherwise, we’ll see you next month! 🙌

Aleksandra from MA Family