Joel Bacon

Communications Strategist · Content Architect · Brand Advisor

Joel Bacon

I help senior executives connect internal and external audiences to their mission and strategy through tailored, strategic communications.

Most people treat communications as an afterthought, something you figure out once the strategy is done. In my experience, that's where things go sideways. Business strategy and communications strategy need to grow up together — the gap between having a strategy and people actually believing in it is almost always a communications problem.

Before going independent, I spent four years as Industry Communications Manager at RSM US LLP, one of the largest professional services firms in the world, leading communications for industries including private equity, life sciences, real estate, and construction. I was embedded in leadership teams, contributed to strategy at the partner level, and helped launch service lines, technology platforms, and integrated social media campaigns.

Before RSM, I spent nearly a decade at C-SPAN, starting as a production intern and working my way up to producing Washington Journal, where I booked members of Congress and briefed our on-air hosts for live national television. I finished as a Marketing Specialist managing community relations strategy, staff, and budget across the country, generating 200+ national media placements along the way.

Outside of work, I make music with my brother, read voraciously, and spend as much time as possible with my wife and two young kids.


Services

What I Do

Brand & Communications Strategy

Most firms know what they do. Fewer can explain why it matters to the people they're trying to reach. I offer leadership teams whose external presence hasn't kept pace with their actual capabilities — a clear-eyed audit of where your communications are falling short and a concrete plan to close the gap.

Thought Leadership & Content

Your executives have real expertise. The question is whether the right people know it. I work as a senior communications partner, not a vendor, to turn what your leaders know into content that builds credibility, opens doors, and keeps your firm in the right conversations.

Video Strategy & Production

Video is one of the most misused tools in financial services communications, but can be powerful if done well. I handle everything from concept to final cut for firms that know video matters but don't have the internal bandwidth to do it right.


The Process

What This Looks Like


Every engagement starts with a rapid assessment to understand where your communications are working, where they aren't, and what's getting in the way. From there, most engagements move through three phases.

01

Brand Activation & Strategic Roadmap

A focused six-week engagement that gets everything aligned before we build anything. This includes a full audit of your digital presence, working sessions with your leadership team, and a final strategic playbook covering the messaging, content pillars, and guidelines your team will actually use.

02

The Core Retainer

Once the strategy is set, we move into an ongoing monthly cadence: executive thought leadership content, LinkedIn authority management for a key leader, a monthly market briefing for use in client conversations, and a quarterly strategic review.

03

À La Carte

Additional services layered in as needed: regional PR, video production, event moderation, and lead magnet development.


The Working Relationship

What It's Like to Work With Me


This is a solo-partner model. You get my full attention and strategic thinking at every stage — no account managers passing your brief down a chain, no junior staff learning on your dime.

I work best with firms who know they're good at what they do but feel a disconnect between their strategy and execution. If that sounds familiar, here's what you can count on:

- My actual opinion, not a reflection of yours
- Clear deliverables and honest timelines, no scope creep
- Strict confidentiality of internal data and proprietary strategy
- A bias toward execution, not endless strategy decks

If the timing is right, reach out below.


Get In Touch

Let's Talk About Your Brand


Tell me about your firm and what you're trying to accomplish. If there's a fit, I'll follow up within two business days to set up a call.

Focus Asset management & financial services