Author
Writing Coach
Ghostwriter
Helen Croydon
Personal Brand Consultant
Here's my story,
how would you tell yours?
About Helen Croydon
Getting into journalism
My portfolio career has led me to a true place of calling.
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Starting with a degree in Japanese, and joining one of the then-called big-five accountancy firms (Arthur Andersen) - using my Japanese to advise ex-pats on their UK tax position, I soon discovered I wasn’t cut out for corporate life. I lasted two years – enough to get a tax accountancy qualification!
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Back to college I went, to put my lifelong love of writing to use by studying a PG Dip in journalism. There began a 15-year career in the media. I started in local radio (Cheshire's Silk FM), on a quarter of the salary of my corporate life. I remember chipping ice of the gate at 5.45am when opening the studio, ready to write and read the flagship breakfast news bulletins. (I still have recordings. For LOL's, here's me reading the breaking Cheshire news in 2002!)
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From there, I moved to ITN, producing and voicing networked radio news bulletins for the UK network of nearly 200 local radio stations (Then called IRN). (Yep, still got a demo from that era too!) From there, I got my break into TV news production and did the odd bit of on-screen reporting (way too cringeworthy to share).
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But still, my call to write wasn’t met. So, I left the safety of employment at ITN to go freelance. That was 2009, and I spent the next 10 years pitching and writing features, opinion pieces and investigative articles to newspapers and magazines. Highlights are on my journalism page.
It was in this era that I wrote three books. The first made the WHSmith annual best-seller list in 2011. The third was long-listed for The William Hill Sports Book of the Year in 2018.
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Freelance journalism and becoming an author
Being a three-time author and journalist led to TV and radio commenting and being invited to do talks or debates at literary festivals (very cool!). I became a regular talking head reviewing the papers on the likes of Sky News and BBC News Channel. I even got to go on Woman’s Hour (twice!) and Good Morning Britain (some of the best-of moments are here).
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But after a few years, I wanted to retreat from the public eye a little. My main writing niche then, was relationships (thanks to my debut book - a dating memoir). My opinions and many, many 'experiential journalism' pieces were highly google-able! As I got into more wholesome pursuits in my private life, I wanted more anonymity.
That's how I came to found my business, Thought Leadership PR in 2019. I figured I could switch my focus from getting myself in the media to helping others get into the media.
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I shaped it into a PR agency specialising in personal PR and developing thought leadership. First it was just me – giving advice to entrepreneurs on how they can become commentators in the media and to build their personal brand.
​The business grew. After five years, I employed six people. We were the go-to agency specialising in developing and promoting thought leadership.
Founding a PR agency
Becoming a ghostwriter
There's another 'but' coming now.
But the business consumed me. In everything to date, running a business was the hardest thing I've ever done! Harder than writing three books. Harder than studying Japanese. Harder than qualifying to Team GB in my age-group for triathlon (that's what my third book is about!)
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In 2023, drained and frazzled from running this business, I went on a retreat and had a powerful epiphany.
Pondering the question,"What's the gift you're called to give?" (which hugely resonated), one word came to me during a meditation: 'Articulation'. I realised that the common thread in all of my careers has been helping people articulate their message.
"My gift is that I can help tell stories that need to be told."
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That epiphany moved me to scale down Thought Leadership PR, and focus on ghostwriting, editing and writing coaching.
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It didn't happen overnight. I had to make redundancies, turn down business, phase out suppliers and - most painfully - let go of the personal brand I'd created, to move onto a different path.
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I concluded I no longer need to write for my own by-lines, or for my own name on the cover of books. I've done all that. My skill can be put to better use - writing for other people.
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I hope I can help you write your story which needs to be told.​
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If you want to work with me while I'm boldly forging this new path - for ghostwriting, for writing coaching, for thought leadership writing or personal brand building advice, the button to talk is right below!