Colin Angle & iRobot
Executive Media Relations & Crisis Communications
Max Borges Agency
15+
National media appearances
15+
Briefing documents — zero revisions required
10+
Outlets: NYT, TechCrunch, Fortune, CNBC, Bloomberg
The Challenge
When iRobot filed for bankruptcy, its founder faced simultaneous demands — speak publicly about a very visible failure while quietly laying groundwork for a new venture. Two intersecting narratives. One executive. Every major business and technology outlet watching.
The Strategy
Control media access rather than maximize it — protecting Colin’s time and narrative exposure by evaluating every opportunity against strategic objectives before granting access.
Prepare individually for every journalist rather than using standard talking points — mapping each reporter’s coverage history, analytical framework, and likely lines of questioning before each appearance.
Thread accountability, credibility, and forward momentum simultaneously — acknowledging the bankruptcy without letting it become the only story.
Manage the boundary between the active bankruptcy narrative and the developing stealth startup — neither could compromise the other.
The Execution
Pitched and secured 15+ interviews and articles across national business and technology press.
Wrote 15+ individual media briefing documents independently — each tailored to a specific journalist, outlet, and anticipated line of questioning — reviewed and approved without revision.
Developed executive talking points and narrative strategy guiding how Colin discussed the bankruptcy publicly.
Made strategic access decisions about which opportunities were worth Colin’s time and which represented risk without reward.
Supported pre-launch communications positioning for Familiar Machines & Magic while the bankruptcy narrative remained active.
The Results
15+ national media appearances. Coverage across The New York Times, TechCrunch, Fortune, CNBC, Inc., IEEE Spectrum, Fox Business, Bloomberg, How I Built This with Guy Raz, and more. A founder narrative that acknowledged failure without losing credibility — and positioned what came next without revealing it.