In episode 4 of the Scaling Green Tech podcast, Adopter co-founders Katherine Keddie and Matt Jaworski sit down with Abigail Smith and James Clench, co-founders of PR agency Harpswood and the team behind Octopus Energy’s early comms strategy.

They break down what PR really means for climate startups - from when to invest, how to land coverage, what journalists are actually looking for, and why most press releases miss the mark. Drawing on experience across UK and US markets, they share lessons from their newsroom backgrounds and explain how to make complex tech understandable, visual, and relevant.

They also talk honestly about founder pitfalls, the myths around messaging, and why clear language still beats clever headlines. If you’ve ever wondered how to tell your story in a way that cuts through, this one’s for you.

To find out more about Adopter, ⁠visit our website⁠.

In episode 3 of the Scaling Green-Tech podcast, Adopter co-founders Matt Jaworski and Katherine Keddie sit down with Joanna O’Malley, Partnerships Manager at NatureFinance, to unpack the real value of climate events - and how to make them work for you. Drawing on experience running over 100 sessions across COPs, climate weeks, and global finance summits, Joanna shares practical insights on how small teams can punch above their weight at events and build partnerships that last.

They dive into what makes a good partner, why honesty beats hype, and how to tell if your event strategy is actually helping you grow. Plus, they unpack common red flags, how to avoid becoming overly founder-led, and why asking “stupid questions” might be your smartest move. If you're navigating the green event circuit or planning your events strategy, this one’s for you.

To find out more about Adopter, visit our website.

In episode 2 of the Scaling Green-Tech podcast, Adopter co-founders Matt Jaworski and Katherine Keddie explore one of the biggest risks facing early-stage green-tech companies: greenwashing. As regulation tightens and investor scrutiny grows, being vague or overly optimistic about your impact can undermine your credibility and your ability to scale.

They break down the six types of greenwashing every climate tech company should know, from overhyping one green initiative (greenlighting) to avoiding talking about impact altogether (greenhushing). Along the way, they explain why being evidence-backed is now non-negotiable and how early choices around messaging and carbon accounting can create risk or resilience down the line.

Matt and Kat also share real-world examples of impact-washing, offer tips on how to communicate your sustainability story with clarity and confidence, and explain how to build trust with investors, partners, and customers from day one. If you’re building a green-tech business and want to avoid greenwashing without going silent, this one’s for you.

Access our Greenwashing Resource to learn more about the six types of greenwashing and use our greenwashing messaging checker: View the Resource.

To find out more about Adopter, visit our website.