Understand the psychology behind why consumers trust editorial coverage 10X more than ads, and how to leverage this for business growth.

You'll Learn:

• The difference between earned, owned, and paid media and basic media terms (and why earned media converts best)

• How media coverage creates compound credibility that amplifies every other marketing effort

• That earned media is FREE and only requires your time

• The "media multiplier effect" - how one news segment can turned into an article that leads to podcast invitations, speaking gigs, and client inquiries

Develop the clear, compelling positioning statement that makes journalists say "Tell me more" and potential clients say "I need this now".

You'll Learn:

• The "3-Word Expert Formula" that makes you instantly memorable in crowded markets

• How to identify your unique angle when you think your business "isn't special enough"

• The difference between new, timely, rare, human interest, and controversial angles

• Exercises to crystallize your message until it's pitch-perfect

Stop wasting time pitching irrelevant outlets. Learn how to identify the exact journalists, podcasts, and publications your ideal clients actually consume.

You'll Learn:

• How to identity the right media outlets based on your audience, goals, and brand.

• The 6 types of media: Print, Online, Podcast, Radio, Television, and Influencers

• The 5 step technique for finding media contacts with real-life examples. Such as how to research outlets and journalists using free tools and search engines (no expensive databases required)

• Building a living media database that grows more valuable over time

Master the 6 media materials that you’ll need to represent your brand whenever you pitch.

You'll Learn:

• How to create a hook worthy and memorable Biography & Headshot

• The anatomy of the perfect B-Roll & Product Photography

• How to craft the perfect Press Release, Media & Photo Alert you can use time and time again

• Why it’s important to stay organized with a Backgrounders and Fact Sheets

Master the pitch formula that's generated hundreds of media placements across major outlets—even for "boring" B2B businesses.

You'll Learn:

• The 5 key element of a good pitch

• The subject line framework that gets high open rates from busy journalists

• How to hook editors in the first sentence (without being gimmicky or salesy)

• 7 plug-and-play pitch templates for different types of media opportunities

• Common pitch mistakes that instantly get you deleted (and how to avoid them)

Understand how to follow up with media in a timely but non-pushy format that ensure media outlets don’t forget you or your story.

You'll Learn:

• How to track your interactions with media and use feedback in your outreach

• The follow-up formula that stays persistent without being pushy

• How to use the new cycle to your advantage

• Knowing when to move on

Learn interview techniques used by politicians, CEOs, and celebrities to stay on message, handle tough questions, and generate sound bites that get featured prominently.

You'll Learn:

• The "bridging technique" - how to redirect any question back to your key message

• Creating 3-5 power phrases you can deploy in any interview situation

• Handling hostile or challenging questions with grace and authority

• Technical prep for different media formats: podcast, TV, radio, print, video

• What to wear, how to sit, where to look - the non-verbal communication that matters

A single media mention is worth 10X more when you know how to amplify it strategically. Learn how to turn one article into a month's worth of content and credibility signals.

You'll Learn:

• Creating "As Seen In" logos and media mentions for your website, LinkedIn, and marketing materials

• Repurposing coverage into social proof, lead magnets, and sales assets

• The strategic follow-up: How to leverage one placement to pitch 5 more outlets

• Tracking ROI from media coverage (leads, traffic, partnerships generated)

Understand how you can create the news yourself without traditional media buy-in.

You'll Learn:

• How to use surveys and case studies

• Guest submissions

• Publicity stunts

• Sponsored content

Walk away with the key highlights from the course , plus direction on how to hit the ground running with your new PR knowledge—ensuring you actually implement what you've learned.

You'll Learn:

• Setting realistic goals and tracking progress month-over-month

• When to consider hiring help vs. continuing DIY efforts

Not at all. This course was specifically designed for people with zero PR experience. Amy breaks down every strategy into step-by-step frameworks with plug-and-play templates. If you can write an email, you can do this.

The course is self-paced, and be finished in 3.5 hours but most students complete all 10 modules in 4-6 weeks while implementing strategies simultaneously. You'll have lifetime access, so you can revisit modules anytime.

This is the #1 objection Amy hears—and Module 2 specifically addresses how to find compelling angles for ANY business. She's secured coverage for accounting firms, insurance brokers, and industrial equipment manufacturers. If they can get press, so can you.

Nope. Everything in this course can be executed with free tools, Google searches, and your email inbox. Amy teaches you how to research journalists, build media lists, and track coverage without paying for databases.

Module 10 teaches you how to implement PR in just 3-5 hours per week. You don't need to quit your day job or hire a team. This fits into your existing schedule.

Yes. The frameworks in this course have been tested across entertainment, wellness, technology, B2B services, coaching, consulting, e-commerce, and more. Amy shows you how to adapt strategies to your specific industry.

Module 6 covers exactly this—why pitches get ignored and how to fix them. You'll learn the follow-up formula, relationship-building strategies, and how to refine your approach based on responses (or lack thereof).

Yes. If you complete all 10 modules within 30 days and genuinely feel the course didn't provide value, contact us for a full refund. We stand behind the quality of this training.

The course is designed for self-guided learning. For personalized PR coaching, Amy offers separate 1:1 sessions.

Most "PR courses" are taught by content marketers or business coaches who've never actually worked in professional publicity. Amy has +20 years securing coverage for Olympic Games, celebrities, and Fortune 500 brands. This is real PR expertise, not recycled marketing advice.

Absolutely. Module 3 specifically covers local media strategies. Many students start with local coverage (easier to secure) before moving to trade publications and national outlets.