MEET OUR TEAM
IRL Comms is led by a team of partners with deep experience in publishing, PR and communications in the UK startup, entrepreneur and founder space. With specialisms in branding, media relationships, digital publishing, search and GEO, they're perfectly placed to help you build your brand, share your story, and make the connections you need for true impact.
IAN WALLIS
Ian Wallis, Partner
Since 1999 and my first job in journalism on a magazine called e.BUSINESS, I’ve written about, worked with, and for successful entrepreneurs – often in tech. While I spent the first 20 years in print, online, and broadcast media producing content, managing brands and events for national publications, I have been a senior PR and communications consultant in the fast-growth tech space for the last seven years.
Working with scaleups, their backers, and service providers has helped me to develop a highly attuned understanding of how to tell compelling brand stories and thought leadership to achieve a company’s commercial objectives.
My black book of contacts is something I used to co-create Venturers Club, a network for exited entrepreneurs. As Editorial Director of Crimson Startups Ltd, I helped to turn Startups.co.uk into the UK’s market-leading advice platform for early-stage founders, leading to the acquisition of the business.
I have interviewed thousands of successful entrepreneurs, leaders and innovators, such as Sir James Dyson, Dame Mary Perkins, Sir Charles Dunstone, Sir Clive Woodward, General Kalashnikov, and Colonel Tim Collins. I’ve also been the commissioning editor of a business books division; produced content for brands such as Sony, Barclays, Sage; and had articles published in the Guardian, the Telegraph and City AM.
LUCY WAYMENT
Lucy Wayment, Partner
I’m a brand and content strategist with over 15 years’ experience across media, SaaS, fintech, and insurtech.
I started my career as a journalist and went on to become editor of the UK’s most trusted site for small and growth businesses – reaching over 1.2 million monthly readers – where I discovered my passion for working with entrepreneurs.
Since then, I’ve led content for several fast-growth tech scaleups, creating and optimising copy across every stage of the funnel. I’ve helped shape brand voices and personas, built high-quality, lead-generating websites, and delivered consistent, engaging storytelling that drives results.
Having navigated three acquisitions, I know how to craft a compelling brand story, build authority, and capture media attention. I’ve worked across just about every content touchpoint – from web and product copy to PR, social, email, and sales enablement – always with a focus on clarity, consistency, and measurable impact.
Now, I help entrepreneurs, startups and scaleups find their voice and build content strategies that scale. Whether it’s defining your messaging, creating high-performing assets, or working on a comms plan, I love combining strategy and execution to make a real difference.
RICHARD PARRIS
Richard Parris, Partner
I’ve spent over 20 years working in research, journalism and editorial, specialising in tech and business publishing. At every stage, my focus has been the same: translating complex ideas into stories that cut through, engage the right audience, and build genuine connection.
As a tech and business editor, I’ve received more unsolicited PR emails and founder commentaries than I care to remember – and I know why most of them get ignored or deleted. In an era of AI-generated content and AI-first search, the gap between beige, forgettable noise and genuine insight has only widened. That’s why I believe in authentic, human narrative that makes a reader stop, think, and want to know more about the person or business behind the story.
My media career began at the BBC’s Factual & Learning division, before pivoting to geopolitical and company risk analysis for business investment cases. I spent a decade at Which?, where I led the UK’s largest consumer tech magazine and website.
More recently, I’ve led editorial strategy for US and UK B2B audiences as Managing Editor of Tech.co and Startups.co.uk, including overseeing the annual Startups 100 list of the most exciting brands and entrepreneurs to watch.
Along the way, I’ve built deep experience in SEO, GEO and conversion-driven content. Above all, my focus has been in helping brands build narratives that create trust and long-term authority.
