expert-led course

New Media Mastery

demystifying the PR process so your brand can shine

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When does it start?

Soon!

May 2, 2022
We’re busy organising our next cohort, so register your interest today to be notified!
More dates available!

How long is it?

8 weeks

How will I fit it in?

It’s async

Our asynchronous classes fit your busy life so you can learn when and where you want.

Is this for me?

Yes.

Are you sick of your competitors getting all the press attention?

Your work is too important to wait around to get noticed. This is your master course in brand marketing and engaging the press with confidence.

You wear all the hats. On any given day you're an HR rep, CEO, marketing strategist, and the person who argues on the phone for an hour with the insurance guy. 

You do everything for your company, but feel paralyzed when it comes to tackling your company’s PR.

On top of that, where are you going to find the extra time and cash to hire an agency?

But what you're building is too important not to share.

With just two hours a week, you’ll learn how to create relevant content, launch your product, capitalize on new opportunities, and get along with journalists (they don’t all bite).

Take control of your narrative with our 6 week course that is packed with pro tips on media engagement and insider tricks for next level marketing. This is a $50K top agency value condensed into an 8 week course, at just a fraction of the cost.

You’ll wish you’d signed up sooner.

Step by step guide
to promoting your brand like a pro

8 weeks

Week One: Story Story Story Story Story!

Story is all that matters. Without a great story, no one is sticking around to listen to your messaging or positioning. We help you discover your one-word truth and create your four-word story. Also– how to use stories to persuade people and change user behavior. We walk you through the process of articulating your company’s story without getting caught up in the minutiae.

Week Two: Positioning and Messaging 

Have you ever wondered why PR agencies get paid the big bucks? Here’s the inside scoop on why. Define your deal breaker and make your messaging stick–in one sentence (or less). Our step by step guide to positioning your brand for success and crafting a message that cuts through the noise. 

Week Three: Media Training 

Lights. Camera. YOU. The basics of media training–and how and when to break the rules. Major interview mistakes to avoid, and how to regain control of an interview that is spiraling. Why it all comes down to practice, and how those who appear most natural at media appearances almost never are!

Week Four: Anatomy of a Launch

A crash course on the different types of launches, and which one is right for you. Lessons we learned from our launch and the insider tricks we’ve gained from years of experience. What to do when your launch bombs (and not in a good way). Finally, creating a personalized guide to planning and executing your company launch. 

Week Five: Creating Your Own Content

Everything you need to know about creating your own marketing content without sounding like a narcissist. The most efficient methods for researching your client base and why communication is so much more than spamming an inbox. When to create your own content to amplify the press coverage you get at launch. Also– our 20x rule and how it will completely revamp your marketing strategy. 

Week Six: Inclusive Branding 

“There is no shortcut, no blueprint, and no detour.” Why you can't afford not to be inclusive. Our guide to inclusive storytelling and marketing. A detailed look at which companies are doing it right, how to learn from them, and which companies are just embarrassing themselves–and how to avoid these common pitfalls. Steps to making your brand and language more inclusive today. 

Week Seven: Taking a Stand

How and when to be vocal about what your company stands for–and which companies have done this and remained relatively unscathed. Finding your balance when it comes to bold risky moves vs. sticking to the safe path. When to make executive decisions and when to work for a consensus. Finally, digging into the rise of the activist tech employer, and how to go to bat for your employees. 

Week Eight: Crisis Communication

What to do when sh!t hits the fan. How a crisis is actually an opportunity to change how your company operates–and how to capitalize with class. Our top tricks to avoiding the CEO god complex. How to live your one-word truth. And finally, our advice for making tough decisions–we think it will surprise you.

New Media Mastery
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Meet
the instructors
Sarah Lacy

Sarah Lacy

During her 20-year career as an investigative journalist, Sarah experienced discrimination, harassment, and threats against her family for revealing the ugly underbelly of Silicon Valley.

Sarah Lacy is the Founder of ChairmanMe, a 20-year award winning investigative journalist, author, serial entrepreneur, and a divorced mother to two phenomenal kids. Lacy’s previous startup, Pando, was renowned for calling out bro culture in Silicon Valley years before the rest of the media did. Her most recent book is A Uterus Is A Feature Not A Bug: The Working Woman’s Guide to Overthrowing the Patriarchy (Harper Business; 2017).

Lesley Gold

Lesley Gold

Lesley is a master storyteller, creating market positioning and messaging innovative startups and top brands like Sony and Comcast Ventures. She has an unmatched talent for taking in a company’s facts and circumstances and crafting a story catalog that puts their key messaging into the hands of consumers via major media outlets like New York Times, Time and USA Today. Since launching SG, Lesley has helped position and market hundreds of brands, products, companies, people and ideas, leading some clients to go public and several to be acquired by major tech and consumer brands.

What’s
included

You have something to say but you don’t know how to say it. So you keep your mouth shut and wait for the market to find you.

But you can't afford to wait any longer. This course is all you need to take on PR like a pro.

  • 16+ hours of instruction and live office hours with Leslie Gold and Sarah Lacy
  • 8 weeks of online, asynchronous content that fits your busy schedule
  • Hands-on guide for creating your own company’s marketing content 
  • Step-by-step plan for your company launch and follow up
  • Invaluable support, accountability, and feedback from the community
  • Pro tips and guided practice for media training 
  • Free annual membership to the ChairmanMe community valued at over $120

New Media Mastery

$2,000
Sign up now
Get notified
Next course starts soon!
Next course starts
May 2, 2022
More dates available!

"Sarah and Lesley know their craft, but most importantly they have vision and perspective, AND will share them with you directly and clearly. They will help you build a deep understanding of how to leverage story and create your story, and should sh** get real, they are exactly who you want in your corner." - Katia

“I was talking to 4 separate clients this week where I was able to speak to and make recommendations on media and PR based on the content from the Media Mastery course, and holy shit you made me look good to them. I think you've bankrolled the rest of my year based on those discussions.”

ChairmanMe Member

“I’ve learned so much in such a short amount of time from the course. Can’t wait to fully implement some of the things I’ve learned within our business plan. I would recommend this course to anyone who wants to learn how to launch their brand, deal with the media/press and meet some awesome people.”

ChairmanMe Member

“I was the only male in the group but Sarah and Lesley helped me feel welcomed and appreciated. The information given was on point and I’ve learned so much in such a short amount of time from the course. Can’t wait to fully implement some of the things I’ve learned within our business plan. I would recommend this course to anyone who wants to learn how to launch their brand, deal with the media/press and meet some awesome people with like minds.”

Ryan

“The content was really one of a kind. I felt like I couldn't find that diversity of content in one place, not in any books, or any podcast. It was just a great lens to immerse myself into. I liked that it could be done asynchronously as a busy mom.”

Anne

Still not sure? Checkout a free Zoom event. Come as you are — kids in the background, wearing sweats, or (and?) cooking with your laptop on the counter.

View all events
Forward Arrow
Captivate the Media with Your Four Word Story
media

Captivate the Media with Your Four Word Story

April 21, 2022 5:00 PM
Sarah Lacy & Lesley Gold
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Make Them Give a Sh!t Persuasion with Lisa Cron
Level up

Make Them Give a Sh!t Persuasion with Lisa Cron

April 20, 2022 5:00 PM
Lisa Cron
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From Cave Paintings to Marketing Campaigns
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From Cave Paintings to Marketing Campaigns

April 28, 2022 5:00 PM
Lisa Cron
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Say Bye to Bikini Season Bullsh!t
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Say Bye to Bikini Season Bullsh!t

May 25, 2022 5:00 PM
Jessica Braider & Kim LaVere
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Your Healthy Girl Summer
Self-Care

Your Healthy Girl Summer

June 2, 2022 5:00 PM
Kim LaVere & Jessica Braider
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Watch the event
The Metaverse & NFTs for Writers
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The Metaverse & NFTs for Writers

June 2, 2022 5:00 PM
Paul Bradley Carr
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How to write a commercially successful memoir
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How to write a commercially successful memoir

June 22, 2022 5:00 PM
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More Looks Good on You
Negotiation

More Looks Good on You

May 19, 2022 5:00 PM
Katherine Valentine
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You Are Not A Shitty Writer
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You Are Not A Shitty Writer

June 15, 2022 5:00 PM
Catherine Connors, Sarah Lacy, Paul Bradley Carr
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Kickstart your writing practice with the Pixar formula

June 8, 2022 5:00 PM
Catherine Connors
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Got questions?
We have answers.

If you have an unanswered question, email us: sarah@chairmanme.com

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I work full time, do I have time to take this course?
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