Get Press Before Year-End
On Wednesday, we're showing 40 leaders exactly how to get press before year-end—and we're doing it live.
This isn't a webinar. It's a working session. You'll leave with a pitch drafted, three journalists identified, and a clear plan to execute before the holiday news cycle shuts down.
We're not teaching theory. We're handing you the exact frameworks, templates, and journalist research methods that have placed stories in Inc, Fast Company, CBS News, Yahoo!, The Business Journals and countless trade pubs over the past decade. Then we're workshopping a real pitch together so you can see how it works in practice.
THE PROBLEM
Most leaders pitch their companies when they should be pitching their expertise. Journalists need sources, trend analysis, and on-the-record perspectives—not product announcements disguised as news. This session teaches you how to shift from "cover us" to "we can help you cover this story."
Journalists cover companies through people. They cover funding rounds, product launches, and industry shifts—but the story still needs a human entry point, a credible voice, and a narrative that connects to something bigger than "we built a thing." We'll show you how to become that voice.
WHAT YOU GET
→ A pitch drafted and ready to send (using our proven templates)
→ 3-5 journalist contacts in your sector (with research methods you can replicate)
→ Your spokesperson positioning defined (so you stop pitching your company and start pitching your expertise)
→ Access to our Media Relations Guide templates
→ A clear action plan to execute this week—before the year-end opportunity window closes
WHY NOW?
December 15th is the cutoff. After that, newsrooms go dark until January. If you want placement before year-end, your pitch needs to be in inboxes by mid-November. That gives you two weeks.
This is the founding cohort for Media Lab's new virtual model. The first 40 people in this session get priority access to weekly member sessions starting November 5, founding member pricing, and first crack at the strategic guidance that turns "hoping for press" into "placing stories consistently."
AGENDA (60 minutes)
0:00–0:05 | Welcome
Context on Media Lab's evolution and what to expect today.
0:05–0:15 | Framework: Why Spokesperson Strategy Matters
Why journalists cover companies through people and how to position yourself as the expert, not just the founder.
0:15–0:40 | Your Q4 Press Roadmap
Three story angles that work now, pitch structure walkthrough, live pitch critique, and how to find journalists in your sector.
0:40–0:50 | Beyond Placement: Building Category Leadership
How owned media, thought leadership, and speaking opportunities work together to compound your credibility over time.
0:50–0:55 | Assignment + Tools
Draft one spokesperson-driven pitch using today's framework. Members submit for feedback next week.
0:55–1:00 | What Comes Next
Weekly sessions starting November 6, private client options, and Q&A.
WHO SHOULD ATTEND
Founders who've tried pitching and gotten nothing
Nonprofit leaders competing for coverage in crowded sectors
Communications professionals executing strategy without agency budgets
Anyone who knows they should be in the news but can't figure out how to break through
This is for people who are ready to do the work—not collect another PDF they'll never open.
WHAT HAPPENS AFTER THIS SESSION
If you're serious about establishing yourself through media placement, we offer three paths forward:
Media Lab (Virtual Community) – Weekly group sessions, expert rotation, templates and peer support. $98/month. Founding members in this session receive priority pricing. Learn more at lu.ma/medialab
Private Client Membership – 1:1 coaching, managed outreach, and dedicated strategy for leaders ready to invest in consistent coverage. Starting at $3,000/month. Explore tiers at lu.ma/laureldevelops
DIY Resources – Self-serve guides and templates for teams executing in-house. Available at laureldevelops.gumroad.com or schedule a one-time consulting appointment by visiting calendly.com/laurelmedialab
YOUR HOST
Shelisa Demuth, Founder & CEO, LAUREL
Nearly two decades securing top-tier press and building category leadership for organizations that move industries forward.
FAQs
Q: Is this really free?
A: Yes. This is a preview session for our new virtual membership model. Both ticket types are complimentary.
Q: What's the difference between Member and Founding Guest tickets?
A: Member tickets are for current Media Lab virtual community members (automatically transitioned from our previous Cities tier). Founding Guest tickets are for prospective members who want to experience how we work before committing to weekly sessions.
Q: Will this be recorded?
A: No. This is a live working session. We'll be workshopping real pitches and providing strategic feedback in real time. Recording would compromise the collaborative environment.
Q: What do I need to bring or prepare?
A: Come with a story you're trying to place or a media goal you're working toward. If you want your pitch workshopped during the live critique, be ready to share it. Otherwise, just show up ready to learn and take notes.
Q: I'm a journalist. Should I attend?
A: We'd love to have you. In-person Media Lab events remain free and open to journalists. If you're interested in joining virtual sessions as a guest expert, reply to the event confirmation email or reach out directly to [email protected].
Q: What if I can't make it but want to join Media Lab?
A: Weekly member sessions begin November 6. Visit lu.ma/medialab to learn more about virtual membership or lu.ma/laureldevelops for private client options.
Q: How do I know if I'm ready for this?
A: If you're building something that deserves press coverage and you're willing to do the work to make it happen, you're ready. This session is tactical, not theoretical.
Q: What happens after the founding session?
A: Weekly Media Lab sessions transition to paid membership starting November 5. Attendees of this session receive priority access and founding member pricing (available through November 15).