​about the session:

​the main idea: a 90-minute hands-on workshop where you build a complete authority comms strategy using the framework we developed for leaders building category authority. no prior media lab attendance required. no assumed knowledge. you'll walk through the full system—from category definition to signal strategy to daily execution—and leave with a plan you can start running the next day.

​agenda (in minutes):
00-15: the authority comms framework
15-30: define your category and your narrative position
30-50: build your signal map
50-75: set your execution rhythm
75-90: pressure-test plans + peer feedback + q&a

​the purpose: authority comms is the framework media lab is built on. this workshop is the most direct way to experience it—whether you're a member or considering becoming one.

​​what to expect:

​​format: we host virtually on Zoom.

​what happens: this is the full authority comms system in one session. you'll leave with a strategic plan that maps your category narrative across channels with specific targets and timelines. whether you're starting from zero or resetting a strategy that's lost focus, this workshop gets you to a plan you can execute independently.

​who it's for: executives and founders who want a structured approach to building category authority. leaders who've been posting without a system. leaders who know they should be more visible in their category but haven't had a framework to make it happen. media lab members who want to reset and align on the methodology. leaders who are evaluating whether media lab is right for them.

​meet your host:

​​host: Shelisa Demuth is a strategic communications executive, two-time Knight Foundation grantee, and founder of LAUREL — an agency specializing in earned media strategy and public narrative development for leaders and institutions seeking category authority.

​​her background includes executive leadership in startup communications, economic development and private wealth. she is certified in public narrative from the Harvard Kennedy School and has spent nearly two decades building systems that help leaders and organizations tell the stories that move markets, policy, and public perception.

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​​about media lab:

​​media lab is a roundtable that teaches executives and founders to become the definitive voice in their category through strategic media placement. members get weekly strategic sessions, direct access to working journalists, frameworks for pitching and placement, campaign teardowns, and a community of executives building category authority in outlets like Axios, Forbes, Fast Company, Newsweek and Rolling Stone.

​pricing: $298 general admission. included for current media lab members.

​​for nonmembers: like what you see? learn more about membership at laureldevelops.com/medialab

​ready to join? get access now at luma.com/medialab