people follow people who pay attention.
let’s bring you into the fold of how top leaders command attention and build authority.
the challenge
you're building something important but staying invisible.
maybe you're launching a startup still in stealth. expanding reach for an established program. addressing a societal issue that needs a public voice. whatever you're building, the market needs to know you exist.
you know media coverage validates your work and opens doors. you see others getting featured. but you can't afford to spend five to six figures on an agency, and you don't have time to figure out media relations while you're scaling.
you've likely tried cold pitching journalists who ignore you. hiring fractional PR that doesn't teach you the system. writing press releases that go nowhere. posting on LinkedIn and hoping someone notices.
what you actually need? a proven system you can execute yourself that signals to the market you’re the definitive voice in your category.
welcome in.
THE ANSWER
media lab gives you everything you need to get featured—messaging clarity and media relations strategy collapsed into frameworks you can immediately deploy.
BUILD category authority
imagine the market calling you instead of you chasing the market. that looks like:
→ inbound requests from journalists who need your perspective
→ social media content that resonates with your actual audience
→ absolute clarity on your positioning
→ spending your time on opportunities that count instead of ones that already know about you
anyone can land media placement. media lab gets you into the right places—trades, new media, speaking opportunities, public conversations—that actually move the needle.
within 90 days media lab members :
→ identify their category and name their authority
→ build evergreen media lists of journalists and opportunities
→ establish source relationships before they need them
→ land category-aligned placement that positions them as the expert
→ create amplification systems that turn one placement into sustained presence
you could attend one session or twenty-five. the system works either way. media lab offers access to ending the guesswork and delivering on your objectives.
what’s inside
weekly sessions. expert guidance. journalist insights. new media navigation. and a resource library to support your outreach.
your strategic comms toolkit
pitch templates, media list frameworks, and step-by-step playbooks that have generated millions in earned media value. instant access on day one.
weekly live sessions (virtual)
every tuesday, 11am CST. pitch reviews, strategy workshops, and expert Q&A with PR professionals who've placed stories in T1s and outlets that resonate with your narrative.
private community access
on weekly calls, connect with founders and leaders building in public. share wins, workshop pitches, find collaboration opportunities.
member-only 1:1 consulting
priority booking for executive comms strategy, crisis response, media training, and announcement campaigns at special member rates.
monthly guest experts
working journalists, comms specialists, and leaders who have established category authority join us to share insider tactics and answer your questions on how to compete.
HOW IT WORKS
Live sessions cycle through four themes each month with new content, expert guests, and responses to current news cycles.
week one | find
identify outlets and journalists covering your category. build your media list based on who's reporting on your space right now.
week two | pitch
workshop your angles live. we review pitches, identify what's newsworthy, and show you how to lead with substance.
week three | amplify
turn one placement into sustained authority. we show you how to maximize coverage across channels.
week four | guest
working journalists, category leaders and communications strategists share what's landing in their inbox this week.
membership options
choose your level
member | $298/month
full access to strategy workshops, virtual group sessions office hours and masterclasses. cancel anytime.
exclusive | $9600 one-time
a 1:1 option for positioning, strategy and publishing habits that build authority. includes one year member access.
[exclusive - apply now] ← bespoke support
you ready to go?
FAQs
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if you show up, implement what we teach, and iterate based on feedback, you'll get results. our frameworks have generated millions in earned media value. the question isn't whether the system works—it's whether you'll work the system.
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live sessions are one hour. if you can't attend, you'll receive a recap with frameworks and action steps within 24 hours. implementation varies—some weeks 30 minutes, some weeks 1-2 hours. but you're already planning to spend time on visibility. this gives you a system so that time produces results.
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courses teach theory. media lab is a think tank where you workshop live with journalists and communications professionals who've placed stories in tier-1 outlets. you implement during the session and see results by end of week. you're learning alongside peers actively executing, so you see what's working in real time.
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agencies do the work for you. media lab teaches you the system so you own the capability. agencies are right for when you need done-for-you execution, have the budget ($9K-$48K/quarter), and need results immediately. media lab is right when you have the drive to execute yourself and want to build category authority at a fraction of the cost.
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not after december 31. founding member is a launch offer that closes permanently at year-end.
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30 minutes focused on your top priority: pitch review, journalist targeting, messaging audit, or crisis prep. you leave with a one-page action plan delivered same day. you’ll have a free welcome session and then it’s $248 for members (less than our standard consulting rates).
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no. we don't record to protect member confidentiality. within 24 hours of every session, all members receive a detailed recap with frameworks, templates, and specific action steps.
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monthly members can cancel anytime. annual members can cancel but no refunds for unused months. founding members have lifetime access with no recurring fees.
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if you attend sessions, use the templates, and pitch consistently for 60 days without results, we'll work with you 1:1 to diagnose what's not working. our frameworks have generated millions in earned media value—they work when you work them.
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jordan peele made a movie about this.