Get Press.
The Expert-Led PR Course
The complete system for getting media coverage for yourself or your team. Built by a former TIME Magazine journalist and University of Chicago marketing professor.
MY CLIENTS HAVE BEEN FEATURED IN
WHO THIS IS FOR
A PR course for experts and their teams
You've built the expertise. This is the complete system for getting the press coverage to match it.
You’re an expert
Founder ∙ Consultant ∙ Author ∙ Academic ∙ Clinician ∙ Scientist ∙ Artist
You have watched people with far less experience get more press than you. Your work can help a lot of people. But for some reason, you haven't been able to break through in the media yet. This course was built for exactly that.
You work in comms
Startup ∙ Business ∙ Nonprofit ∙ Healthcare ∙ University ∙ Publishing ∙ Research
You're responsible for securing media coverage for your executives or subject-matter experts. But no one ever taught you how this actually works. This gives you a proven system you can run yourself.
THE CURRICULUM
Seven modules
Everything you need
01.
How Expert-Led PR Actually Works in 2026
The media ecosystem, what journalists respond to, why they may not write back, and the types of coverage you can realistically earn now.
02.
Your Positioning and PR Strategy
Picking your expert lane, building your online presence, and mapping a content strategy that makes journalists notice you.
03.
How to Pitch So Journalists Pay Attention
Developing pitch angles, identifying media white space, tactics for getting attention, pitch timing, follow-up protocol, and what to do when you hear nothing.
04.
Your Complete Media Outreach Playbook
My 25 email templates that have landed multiple clients in top media outlets. These include first-time pitches, TV availability, newsjacking, research release, launches, Qwoted responses, podcast features, all response scenarios, and more.
Also included: My AI prompts to fully customize your pitches so they stand out and get past spam filters.
05.
Prepping For and Nailing Your Interview
On the record vs. off the record. How to prepare so you control the narrative. Training for worst-case scenarios. Handling yourself on camera. What to do after coverage goes live.
06.
Publishing Articles in Media Outlets
Article strategy, types of pieces editors want now, planning and drafting with AI, mistakes to avoid, navigating submission, handling rejection, and leveraging publication.
07.
Converting Your Audience and Becoming a Go-To Media Expert
Ensuring people who find you after a media hit become followers, clients, or collaborators. Building the presence where journalists come to you. Making media outreach a seamless part of your workflow.
TRUSTED BY PROFESSIONALS AT
WHAT YOU GET
A complete PR system, ready to implement
3.5+ Hours of Video
Bite-sized lessons across seven modules. Work through them at your own pace.
25 Proven Email Templates
The same outreach, response, and article templates I use with my own clients.
My AI prompts
For refining your positioning and customizing all of my email templates.
Downloadable workbook
Use this for positioning, content strategy, pitch ideas, and article planning.
Media Pitch Tracker
A six-tab system for managing all outreach, submissions and coverage.
One Year of Full Access
Full access to every module, template, prompt, and tool in the course.
Course Instructor
Tracy Samantha Schmidt
I’m a former TIME Magazine journalist, media executive, TV commentator, and University of Chicago marketing professor.
Now a PR strategist, I developed my methodology after watching experts overpay agencies for work they could do themselves.
Since 2022, my clients have secured top media coverage, raised millions on Kickstarter, gone viral at SXSW, and won numerous awards for their work.
This course is the complete system I run with my private clients, packaged so you can execute it independently.
Optional Add-On Support
Work directly with me
The course gives you everything to do this on your own. These two add-ons are for participants who want hands-on help
1:1 strategy session
A 60-minute strategy session with me. Bring your positioning, pitch, or story angles. I'll review your work and sharpen your approach. After the meeting, you’ll get a recording, transcript, and my written recommendations.
Media list built for you
My team will build you a verified list of the top 50 journalists who align with your PR strategy. Hand-selected, verified emails from Muckrack, segmented by your pitch angles.
Both available to course participants. Pricing shared on launch.
What clients say about my approach
Ian Beacraft, Founder and Chief Futurist, Signal + Cipher
“Not only did Tracy help me crystallize my ideas and make them applicable to all audiences, which helped my SXSW talk go viral. On top of that, she helped me leverage my SXSW speech to attract a ton of media coverage that was a game-changer for the growth of our business.”
Lauren Wambold Patel, CEO, Keenan Reid Strategies
“Tracy helped me find a clear message for our company and a communications strategy I could actually execute. It changed how I talk about my business and gave us real visibility to reach more prospects. With Tracy’s help, we were able to get an interview published in Fast Company – a huge win for our credibility.”
Jonathan Domanus, Founder, CardMill
"Tracy helped me turn my idea into a story people believed in. Her strategy gave me the tools to build momentum, and it directly fueled our record-breaking $2.2M Kickstarter launch. I am immensely grateful to her for her guidance, strategy, and friendship during an incredibly wild ride.”
Dr. Justin Gregg, Scientist and Best-Selling Author
“Tracy was able to find a way to take what I considered my greatest weakness as a science communicator and turn it into my greatest strength. It’s the kind of insight that only a seasoned veteran of the PR industry can provide.”
Seth Kravitz, Co-founder of Technori
“Because of Tracy, we were first covered by CBS and then inundated with press coverage. Tracy's PR strategy was a game-changer for our organization and one of the reasons why we grew so fast.”
Alex Ruggieri, Commercial Real Estate Broker and Counselor of Real Estate
“I have looked for ages to find someone who could understand my business, and Tracy got it right from the start.
Erica Bethe Levin, Founder and CEO, Globowl
“Although I've always considered myself PR savvy, traditional PR hasn't always felt like it was working. Tracy armed me with the tools I needed to do it the right way, on my own, and it's been more effective than anything else we've ever tried.”
Dr. Pooja A. Patel, Founder of Aging Together
“Tracy's methodological process helped me define my industry, service offerings, target clients, and long-term vision to create a comprehensive messaging system I could use to better position myself and my company.”
Heather Stumpf, Photographer & Owner of Vavoom Studios
“Tracy is the sharpest tool in my toolbox. A true creative thinker, she opens your world and asks you the hard questions that take you to the next level, even when you think you know everything about your business. I wouldn’t trust anyone else with my company’s reputation.”
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