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Welcome to the DIY PR Course & The Visibility Room
Your Path to Greater Visibility Starts Here
You’ve created something you believe in—now it’s time for more people to know about it.
Welcome to the DIY PR Course. I created this step-by-step program to walk 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 live support in The Visibility Room for real-time feedback, Q&A, and guidance as you move through the process. And if you’d like more personalized support, you can add 1:1 private sessions with me.
Hi, I’m Emily.
I’m a longtime publicist and digital marketing consultant, and for over 15 years I’ve helped authors, entrepreneurs, coaches, and creatives get in the media, build credibility, and take their work to the next level.
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 was featured in Yahoo Finance as “The Feel-Good Book of 2024.”
With a master’s degree in broadcast journalism, I bring a behind-the-scenes understanding of how media works from both sides.
I also built an online lifestyle community that grew to over 100,000 members and was named a Forbes Top 100 Website for Women—using the same simple publicity and marketing approach I share today.
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 people who are just waiting to discover 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 video training showing you everything you need to know (and nothing you don’t).
For live, ongoing support, you can join The Visibility Room—where we meet regularly on Zoom for coaching, feedback on your pitches, and real-time guidance as you move through the course and continue building your visibility.
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 Visibility Room
If you’d like live support as you move through the course and beyond, you can join me and fellow students in The Visibility Room, where we meet twice each month on Zoom.
In this relaxed, open coaching environment, you can ask questions, get feedback on your pitches, story ideas, and receive real-time guidance as you move forward.
From time to time, I’ll also bring in trusted visibility experts for bonus conversations.
What You Get
🟡 Welcome Form
A thoughtful pre-work form so I can get to know you and your work
🟡 Full Access to the DIY PR Course + Bonus Library
🟡 4 Live Calls (2x per month for 2 months)
We meet twice each month on Zoom for office hours where you can ask questions, get feedback on pitches, and receive real-time guidance as you move forward
Live sessions take place the 2nd and 4th Thursdays at 11am PT
(Replays are available if you can’t make it live)
🟡 Expert Guest Trainings & Fireside Chats
Enjoy bonus sessions with guest experts from the media and marketing world—such as editors, podcast bookers, producers, social media experts, or speaking coaches—offering additional insight into different ways to grow your visibility
🟡 Small-Group Setting so everyone has space for questions and feedback
🟡 Option to Continue
After the initial two months, you can continue on a monthly basis if you’d like ongoing support as you move forward
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
For more 1:1 support, you can join me for:
🟣 Three Private Sessions
In these private 50-minute sessions, you’ll receive personalized strategy and guidance tailored to your goals so you can move forward with clarity and confidence.
We may cover:
• Publicity, PR, and Book Marketing Strategy
• Media Targeting – Podcasts, Radio, TV, Digital, and Print
• Story Angles, Talking Points, and Messaging
• Pitch Development
• Media Coaching and Interview Preparation
• Email Newsletters, Social Media, and Visibility
• Getting Book Blurbs and Reviews
• Getting your Book into Bookstores, Retail Spaces, and Book Clubs
• Opportunities for Partnerships, Connecting with Celebrities, Influencers, and Collaborations
🟣 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’m a publicity, PR + marketing consultant here to help you get in the media, grow your visibility, and share your work in a way that feels clear, doable, and true to who you are.
For over 15 years, I’ve had the joy of working with authors, entrepreneurs, and creatives, helping them build credibility and create meaningful visibility through publicity and marketing.
I’ve worked on bestselling books, award-winning films, and iconic TV shows including American Idol, Gilmore Girls, and So You Think You Can Dance—and I understand what captures attention and turns visibility into momentum.
I also built an online lifestyle community that grew to over 100,000 members and was named a Forbes Top 100 Website for Women—using the same simple publicity and marketing approach I share today.
More recently, my book, Even Better: Easier Ways to a Happier Life, was featured in Yahoo Finance as “The Feel-Good Book of 2024,” and my work has appeared in over 100 media outlets including Forbes, Entrepreneur, and Huffington Post.
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 for a Limited Time!
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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 Visibility Room
- Everything included in the DIY PR Course, plus:
- 4 Live Group Coaching Calls Over 2 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 Visibility Room + DIY PR Course
Plus 1:1 Support:
Three Private 50-Minute 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 Visibility Room sessions are around 75 minutes.