Statement of Ethics

Last Update: September 6, 2016

In the media game, your reputation is really all you have. At our firm Content Collision (C2) and on our platform C2Live — an online content ecosystem for brands, publishers, and contributors — we take ethics and transparency very seriously. As such, the only way that we can achieve our mission of building a better media landscape is by adhering to a strict code of conduct, and periodically taking stock of where we stand and how we can better define our principles.

We’ve outlined them below, but we also welcome questions, comments, and concerns about the role we intend to play in the media ecosystem. This can help us keep our code of conduct up to date.

A clear line that separates services for brands and publishers

As we can observe, brands are indeed becoming publishers these days. With this in mind, C2 does not blur the lines between its services for the free and independent press and its services for brands, whose aim is to put out marketing material.

The difference boils down to the following question: What is the goal of this client? Do they want to generate sales and business directly from the content we provide, or do they wish to perform a public service with pure journalism?

Our rule of thumb for classifying clients: brands put out marketing materials, while publishers provide a public service through media.

For brands, we offer:

  • Company blogging
  • Press release creation and distribution (the is the only way brands can organically penetrate the independent media via C2's services. We write and distribute PR transparently and in capacity of client service).
  • Copywriting and social media management

For publishers, we offer:

  • Pure journalism and content creation
  • Editing services
  • Managing teams of curated freelancers for the publisher
  • Social media management

We do NOT offer or accept:

  • Guaranteed media placement for brands who are not expressly purchasing sponsored content directly from a publisher.
  • Compensation of any kind from a party that did not commission the assignment in question.
  • The dissemination of information we know to be false, inaccurate or otherwise harmful to another party.
  • Disclosure of sensitive information relating to any of our past or present clients (or potential clients).

Unadulterated journalism

  • C2 promises to deliver 100% original content and pure journalism to our publisher clients. When a publisher commissions content through our firm or platform, they know that the work they receive has not been created to drive anyone else’s agenda.
  • For this reason, C2 discloses its investors and stakeholders so that outside parties may scrutinize our relationships and any potential conflicts of interest.
  • Upon request, C2 promises to deliver an updated list of all the clients we are currently serving.
  • When C2 delivers journalistic articles to publishers, our writers must disclose any relevant client relations.
  • C2 adheres to the highest standards of journalism best practices. You take this claim to the bank, and we are prepared for any discussion.

Public relations claims and statements

  • Public relations material created and distributed by C2 does not necessarily reflect the views or opinions of our firm. In fact, the entirety of the content you read in a piece of PR from us has been provided by parties mentioned within the release.
  • C2 does its best to verify that all information in its PR is correct. However, sometimes there is simply no way for us to be sure. For this reason, at the bottom of every press release we distribute, there is the following disclaimer:

    *Content Collision accepts no legal liability or responsibility for any claims or statements made above. All information was provided by cited parties and approved by the client. Please see our ethics page.

  • With this in mind, C2 will never knowingly disseminate false information, as we hold ourselves to the highest industry standards of ethics and best practice.

Integrity in content marketing

We adhere to the following school of thought:

Content marketing is the marketing and business process for creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.

  • With this in mind, the content we deliver to brands follows the same rules of journalism we follow with publishers.
  • However, the client has final say in what gets published and disseminated on their medium or platform, and as such, they have the right to change whatever they want.
  • C2 vows to deliver content with the highest standard of ethics, but it still accepts no legal liability or responsibility for claims or statements found in the final published content.
  • Claims and statements in the delivered and published content are the responsibility and liability of the client.


  • Content Collision received seed funding from East Ventures in May of 2016.
  • We’ve made it very clear to our investors and board of directors that the editorial team will maintain full discretion on behalf of our clients.
  • Our investors’ portfolio companies will occasionally appear in content we write, not beca use we’ve been ordered to cover them, but because we find the information useful, interesting, and relevant for the client.
  • Our sole criteria when choosing stories (especially for publishers) is whether we think the readers will find it valuable. We routinely decline to write stories pitched by our investors’ portfolio of startups when they fail to meet this criteria (just like we pass on any story that fails to meet this criteria). If we do write about any of our investors’ portfolio company, we will disclose our own connection so that the client is aware.

In-house and freelance contributors

  • As a robust agency and technology platform, C2 sources much of its work from independent freelancers.
  • While it is impossible for C2 to know whether conflicts of interest exist for its freelancers, C2 edits all incoming work and exercises editorial discretion in keeping with best journalistic practices.
  • In the end, the client has final say, responsibility, and liability in what gets published and disseminated.

We hope this statement clarifies C2’s position and independent role in the media ecosystem. We welcome input and suggestions on how we can better define this statement of ethics, and promise to keep it updated regularly.