About Us


Over the last 20 years, Mushroom Media has provided publicity and copywriting consultancy services to some of the most prestigious names in the global content business, from producers, broadcasters and distributors to media-tech companies and industry associations.

Established in 1999, the independent London-based agency is overseen by founding director Cheryl Clarke, who has more than 25 years of experience in broadcast and technology media, along with a global network of contacts. Her partner, Joanna Stephens, has worked as a journalist, editor, feature writer and copywriter for a range of media companies, publications and trade events across Europe, the US and Asia.

Mushroom Media’s approach is transparent, friendly and straight-talking. Its flexible service package is tailored to its clients’ specific needs, ensuring tangible, targeted results at a price that many larger agencies struggle to match.

From its inception, Mushroom Media has worked to create a more sustainable, diverse and accessible media industry. Back in 1999, there was little talk of considering social or environmental impacts in the entertainment industry. Twenty years on, the media industry, with its power and ability to change hearts, minds and attitudes, is on the front line of creating a fairer, more inclusive society.




Cheryl is one of the founding directors of Mushroom Media, a specialist media public relations and sustainability consultancy established in 1999. A fluent Spanish speaker, Cheryl started her career in media in the early 1990s, working for the UK magazine heavyweight Dennis Publishing. She then moved on to Emap Media, where she worked on UK TV-industry bible Broadcast and its sister international title TV World, managing clients in both the domestic and international marketplace. Over the past 15 years, Cheryl has developed a keen interest in TV and media sustainability and has steered the consultancy to advise on a range of resources that allow companies to assess and improve both their social and environmental impacts. Cheryl is currently studying for a sustainable leadership masters at the University of Cumbria and is a trustee of the arts charity Stretch and a small business mentor.




Joanna moved into media in the mid-1990s, since when she has worked as a freelance editor, journalist and feature writer for industry events including MIPCOM, MIPTV, MIDEM, the Cannes Lions, Sportel, the Amsterdam Dance Event, the Monte Carlo Television Festival and the Rose d’Or. She has also written for a range of TV, music and film publications, including World Screen, C21, TBI, TV Europe, TV International, TV Asia, The Musician and Locations. Previously, she was editor-in-chief of Amsterdam-based Roto Smeets' English-language publications, where she worked on a range of business-led titles for, among others, the Dutch foreign-affairs ministry, Hertz and KLM.


 “Cheryl and her colleagues have become industry leaders and firm trusted friends that the TCB team love working with and appreciate to the full. Mushrooms are renowned to be packed with goodness and are highly respected in their field…so an apt name for the business! From a personal point of view Mushroom have just been integral to every job I’ve had since 2002. There’s no one like Cheryl and Jo, they are highly professional, direct, intuitive and gifted.”

/ Paul Heaney – TCB Media Rights /