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Welcome to the DIY PR Course
Learn How to Do Your Own PR & Publicity
to Build Visibility and Make Your Work Known
You’ve built something you believe in—now it’s time for more people to know about it.
Many people think they need to hire a publicist to get in the media. Others spend months trying to piece it together alone. But you don’t need to do either. You can learn how to do it yourself with clarity, confidence, and ease.
Hi, I’m Emily.
I’m a longtime publicist and digital marketing consultant, and for over 15 years I’ve helped hundreds of authors, entrepreneurs, coaches, and creatives get in the media, build credibility, and take their work to the next level.
Over the years I realized most people don’t actually need a publicist — they just need a clear path to doing it themselves.
That’s why I created the DIY PR Course, a step-by-step program that walks you through everything you need to know to get in the media and show up as your best self once you’re there.
There’s also a live support option if you want feedback, a place to ask questions, and coaching as you move through the process.
Throughout my career, I’ve worked on bestselling books and iconic TV shows like American Idol, Gilmore Girls, and So You Think You Can Dance, and my own book Even Better: Easier Ways to a Happier Life was featured in Yahoo Finance as “The Feel-Good Book of 2024.”
I know firsthand how powerful publicity can be, and I’m passionate about helping you understand it so you can grow your income, open the door to bigger opportunities, and share your work with more of those people who are just waiting to know about you.
It doesn’t have to feel overwhelming, and you don’t have to hire a pricey publicist.
I’ll help you simplify the process so you can share your message and reach more people in a way that feels clear, doable, and true to who you are.
I look forward to welcoming you to DIY PR!
Emily
“Publicity is absolutely critical. A good PR story is infinitely more effective than a front-page ad.”
What’s Included in the DIY PR Course
These 6 easy-to-follow modules walk you step-by-step through how to get in the media — from shaping story ideas and crafting compelling pitches to confidently showing up once you’re booked.
Each lesson is just 20–30 minutes and includes clear, focused video training showing you exactly what to do and how to do it, without overwhelm.
If you’d like guidance along the way, you also have the option to join The Publicity & Visibility Room for live support, personalized feedback, and answers to your questions as you move through the course.
Module 1: Essential First Steps for Successful PR and Publicity
Set yourself up for success with the right tools, clear goals, and the best types of media to focus on.
Module 2: What the Media Truly Wants From You
Discover what makes a story newsworthy, what every pitch must include, and start crafting stories the media will love.
Module 3: Getting to Know and Love the Media
Identify the best outlets for your message, who to contact, and how to build lasting relationships with editors, producers, and hosts.
Module 4: Pitching the Media: How to Do It and When to Send It
Learn who to pitch, how to pitch, and when to pitch (yes, timing matters!). Plus, create your own publicity plan and get access to real pitch templates that worked.
Module 5: What to do After You Pitch
Know exactly how and when to follow up, and what to have ready when the media says “yes.”
Module 6: Showing Up as Your Best Self for Media Appearances and Maximizing Your Business for Years to Come
Confidently shine in interviews, avoid sounding sales-y, and make the most of every media opportunity for years to come.
Bonus Library
Along with the full course, you’ll also get access to a bonus library of powerful tools and resources designed to save you time, boost your confidence, and help you pitch like a pro.
210 U.S. Media Markets
Editorial Calendar: Know When to Send a Pitch
Interview Tips to Nail Media Appearances
Email Pitch Templates
Real Pitch Examples
More Real Pitch Examples
Your Welcome Video
Receive a warm welcome in our private member area, along with inspiration and guidance for this exciting new chapter.
Your Welcome Workbook
Gain clarity and insight into your business and life with this powerful workbook.
(Past students have shared that the Welcome Workbook alone is worth the entire course investment.)
The Publicity & Visibility Room
Live Support Option
Twice each month we’ll meet live on Zoom where I’ll answer your questions, review pitches, and give real-time coaching and personalized feedback as you move forward.
From time to time, I’ll also bring in trusted visibility experts for bonus conversations and fireside chats.
What You Get
🟡 Welcome Form
A thoughtful pre-work form so I can familiarize myself with your work and goals.
🟡 Full Access to the DIY PR Course + Bonus Library
🟡 Three Months of Live Support (6 Calls Total)
We meet twice each month on Zoom for coaching sessions where you can ask anything, get feedback on pitches, and receive real-time guidance.
Live sessions take place the 2nd and 4th Thursdays at 11am PT.
🟡 Expert Guest Trainings & Fireside Chats
Guests may include editors, producers, bookers, speaking coaches, social media consultants, and other PR and marketing professionals sharing behind-the-scenes insight.
🟡 Session Replays + Pre-Submitted Questions
All calls are recorded and you’re invited to send questions in advance if you can’t make it live.
🟡 Small-Group Setting so everyone has space for questions and feedback.
If you’ve been looking for a welcoming place to ask questions, get honest guidance, and feel supported instead of overwhelmed — this was designed for you.
Option For 1:1 Sessions with Emily
If you’d like 1:1 support with Emily you can sign up to receive:
🟣 Three 1-Hour Private Coaching Sessions
For more personalized guidance, you can choose to add three focused private sessions with me.
Depending on your goals, we may cover:
• Publicity, PR, marketing & visibility roadmap
• Media targeting — podcasts, radio, TV, digital & print
• Story angles, talking points & brand positioning
• Pitch development & feedback
• Media coaching & interview prep
• Digital marketing, email newsletters & social media
• Connecting with celebrities & influencers
🟣 Flexible Scheduling
You’ll receive access to my calendar to book your calls whenever it works best — many people use them between group sessions when they want extra feedback or guidance, or later on in their publicity journey.
Who This is For
If you’re an author, entrepreneur, coach, creative, or small business owner who’s ready to reach more people, build credibility, and grow your visibility — this was created with you in mind.
It’s a great fit if:
🔵 You’re ready to get in the media and boost your visibility but would like expert support
🔵 You want consistent guidance to help you stay clear and keep moving forward
🔵 You’d like thoughtful feedback on pitches, stories, and publicity ideas
🔵 You want encouragement so you can create steady momentum
If this sounds like the kind of support and structure you’ve been wanting, you’ll feel right at home inside the course.
Here’s what happens when people learn how to do their own publicity:
“Emily has been one of my favorite coaches! Working with her is like having a business confidante, friend and PR expert all-in-one. She brings so much knowledge, care and love and, without fail, is extremely thorough, so you always know she has your back. My list has grown significantly, I’ve become a Huffington Post Blogger and, most importantly, I am attracting the people who need me most, making the impact I want to be in the world.”
Meet Emily Florence
Quote I live by:
“The most important thing is to enjoy your life, to be happy, it’s all that matters.”
— Audrey Hepburn
Hi, I’m Emily Florence.
I teach people how to get in the media without needing to hire a publicist.
I’m the author of Even Better: Easier Ways to a Happier Life, featured in Yahoo Finance as “The Feel-Good Book of 2024,” and a PR, publicity, and marketing consultant who’s helped hundreds of authors, entrepreneurs, and creatives share their work with more confidence and ease.
For over 15 years, I’ve had the joy of working on all sides of the media — as a news producer, entertainment publicist, book publicist, and entrepreneur. I’ve supported bestselling books, award-winning films, and iconic TV shows like American Idol, Gilmore Girls, and So You Think You Can Dance.
Along the way, I founded a lifestyle company honored as a Forbes Top 100 Website for Women and a two-time w3 Award winner for Best Lifestyle Website and Best Writing.
I hold a Master’s in Broadcast Journalism, a Bachelor’s in Cultural Anthropology, and I’m a certified life, life purpose, and career coach.
A Few Fun Facts About Me
• I can say the alphabet backwards in under 10 seconds flat (a very useful life skill 😄)
• At 20, I traveled Europe alone and lived in Florence, Italy — an adventure that shaped me forever
• I’ve been lucky to call 9+ places “home,” including Ojai, California, Boston, New York City, Beverly Hills, West Hollywood, and Kauai, Hawaii
• I dropped out of law school after four days — and never looked back
I love sunshine, long walks with my pup Harper, uplifting books, and conversations that leave people feeling lighter and more hopeful than before.
I look forward to getting to know you!
Emily
I would’ve happily paid 3 or 4 times more for the program as it has brought a multitude of value! I am sincerely grateful for Emily and the DIY PR Course!”
“If I was down to my last dollar I’d spend it on PR.”
Doors are Open!
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Choose the Best Option for You
DIY PR Course
- Regular Price: $497
- Immediate Access to the Course:
- 6 Modules with Videos & Workbooks
- Pitch Email Templates
- Real Pitch Examples the Media Said “Yes” to
- Bonus Library of Resources
The Publicity & Visibility Room
- Everything included in the DIY PR Course, plus:
- 6 Live Group Coaching Calls Over 3 Months + Guest Expert Sessions
- Live Q&A, Feedback & Guidance on Your Pitches
- Small-Group Setting
- Best if You Want Live Guidance & Feedback
One-on-One with Emily
Everything included in The Publicity & Visibility Room + DIY PR Course
Plus 1:1 Support:
3 1-hour Private Zoom Sessions with Emily
- Personalized Guidance, Strategy & Support
- Feedback on Pitches, Story Angles & More
Have a question? Check out some FAQs below or send an email to Team@EmilyFlorence.com and we’ll get back to you soon.
FAQs
Is doing publicity hard?
Is doing publicity right for me?
It’s perfect for anyone looking to:
- Grow your business, book or brand.
- Get more clients, customers, fans and followers.
- Earn credibility and become recognized as a leader in your industry.
- Add media logos to your website or product to show people you’re the real deal.
- Stand out from the crowd and make your work known.
- Share your work with people all over the world.
Should I join if I'm not good at marketing myself?
I’ll show you everything you need to know to market your business or product — even if you think you’re not good at it, or you’ve never done it before.
You’ll also receive tools to help you build confidence and become comfortable putting yourself out there. 🙂
Is it strange to pitch the media myself and not have a publicist do it? Will journalists think less of me or not take me seriously?
Also, a good publicist charges $15,000+ minimum for three months with no guarantee of results. At the end of the day, no one knows or cares about your work as much as you do.
How much time should I set aside?
The DIY PR Course average video lesson is 30-minutes and with worksheets, you’re looking at around 1 hour per lesson. You can completely go at your own pace.
The Publicity & Visibility Room sessions are around 75-90 minutes.