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).
- 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
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
- 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.