Work it, own it:
Taking charge of your brand’s story
Expert advice you can implement yourself.
The first step to ending your company’s obscurity problem.
Girl, I see you.
Without a full swing, you can’t make a full impact.
You worry you’re not reaching all of the customers who could benefit from your services. You see your competitors in the news, but the few times you’ve put out a press release to try and get media attention, you heard crickets.
You are not really sure how to effectively tell the story of your business in a way that is compelling.
You want more credibility in your industry.
You want more eyes on your business.
You want to increase your revenue.
Yet, you struggle to carve out time for PR because you’re spending your time actually running your business. And, even if you had time for PR, you’re not sure where to start.
I know the story because I help female leaders like you every day. Women like you kick ass at running your businesses, but you need support when it comes to raising brand awareness and driving more traffic to their business doors (or URLs)!
PR has fallen to the end of your to-do list. Don’t worry, you’re not the only one! Perfect is the enemy of the good, or maybe you worry your small business can’t afford an agency to help. You’ve procrastinated, but you know deep down that telling your story is important if you want to reach your bottom-line goals.
You’re struggling to figure out how you can do your own PR efficiently,
without it sucking your eyeballs out.
Here’s the thing. PR is not your core business. Buying, selling, consulting, serving your clients—that’s the world you know. And it’s totally fine to keep it that way. You just need an expert with marketing chops who can give you tried and true frameworks to help you slay your company’s PR
without putting a lot of time or money into it.
You want to know the latest and greatest from the experts, but you can’t afford expert prices right now. You’ve heard that PR delivers greater ROI than ads. A 2014 Nielson study found it’s almost 90% more effective than advertising because of the credibility it carries with consumers.
Investing in your knowledge of PR, and building it into the operating system of your business is worth it. You don’t have to reinvent the wheel,
but it is a good idea to teach yourself
how to drive the damn car.
This could be your future
How great would it be if members of the media responded to your press release or pitch?
What would it feel like to have local reporters trust you enough that they think of you first when they have a story idea about your industry.
What if you were tapped for regular televised expert analysis on the types of problems your business is uniquely positioned to solve?
How would it feel to meet or exceed your competitors’ engagement rate and followers on social media?
What would it feel like to be interrupted in the grocery store by a longtime customer who tells you she feels like she is seeing your brand all over town?
How nice would it be to have more in-bound leads through your website, a full client pipeline, and the confidence that comes with knowing your business is filling a true market need?
A D.I.Y workbook to help guide you:
I’ve rolled more than 15 years of experience making headlines into a powerful guide chock full of tools to help you build a strong PR plan that strengthens your brand identity and drives media coverage, helping you build credibility with your target customers or clientele.
This workbook will show you how to create a strong communications plan, walk you through how to better understand your customers and how to effectively pitch yourself to best-fit media outlets.
Understand your business’s PR, at your own pace and without breaking your budget.
Before founding Full Swing PR, I worked as a journalist and served as a local elected official. I’ve spent 15 years learning what to say to get reporters to pay attention. Full Swing PR has landed clients in the New York Times, Fast Company, Forbes, TechCrunch, and many more. These templates are built on the processes I use for my own clients daily, and they get results.
Here’s What to Expect.
Owning your story is the first step in (metaphorically) shouting it from the rooftops.
The templates start with exercises that will help you discover who you are and what your business stands for, and most importantly, help you narrow down what is unique and pitch-worthy about your business. These templates will help you end the analysis paralysis and just get started on your business’s PR journey.
Workbook lessons include:
Communications Plan Outline
Ideal Customer Avatar Exercises
Do’s & Don’ts of PR
How to Pitch a Journalist
How to Build a Media List
Media Tracking Sheets
Business Fact Sheet
Press Release Guidelines
AP Style Cheat Sheet
DIY Template BundleOne-time Payment
- 32-Page DIY Workbook
- 10 PR Templates
I’m Caitlin Copple Masingill
I help women leaders shape and share their stories. I’m a mama, backcountry skier, mediocre golfer, political nerd, and the founder and president of Full Swing PR. I have more than 15 years of strategic communications experience working with nonprofit business leaders as well as political candidates. Since running for local office at age 27, I’ve learned a thing or two about tackling PR problems and launching underdogs out of obscurity and into the spotlight. Today, my clients appear in publications like New York Times, Cosmopolitan, Shape, Forbes, Fast Company, Business Insider, and CNN.
Just cross off PR from your to-do list today.
Wouldn’t it be amazing to build a foundational understanding of your audience and brand identity?
Wouldn’t it be a game changer to understand and build relationships with local journalists and media outlets?
What if you could get there, on your own, in a month?
Complete this workbook and go from step 0 to owning your company’s PR game and getting the headlines you dream of.
Are we a fit?
If you know investing in public relations will build awareness and drive sales, but aren’t sure where to start, you are in the perfect place.
If you know your business has an important story to tell and you want to build credibility with your clients or customers, but you hear crickets every time you put out a press release, the PR workbook is for you.
If you’re looking to take your business out of obscurity and get in front of your target audience (and define exactly who that is) by learning how to successfully pitch to journalists, the PR templates you’ll find in the workbook are going to be a game changer for you.
If you value your time as much as we do, this workbook is for you.
This workbook will help you take charge of your story and get it in front of the people who will respond to it.
You may not get as much out of this workbook if you already work with a PR agency.
You’ll also need to commit to doing the exercises and implementing the communications plan you’ll develop by going through the workbook—we recommend blocking 1-2 hours a week for this.
Who is this workbook for?
We designed the workbook for kickass leaders like you who put everything into running their business and need a straightforward, DIY approach to PR. PR may have been put on the backburner but you know how valuable it could be for your business (ahem, 90% more effective than advertising). You’re ready to take charge of your story, and you’re excited to have the tools to do that.
But what if I don’t know what my branding is?
Spoiler: This workbook is going to help you define it. The exercises you’ll go through will help you discover your brand identity, zero in on your target audience, and narrow down what is unique and pitch-worthy about your business. You’ll come away with a clear vision and communications plan for your business—all in a month.
Do I have to be a business owner to use this workbook?
Maybe you’re the marketing guru for your company and you know it’s time to get serious about PR, or you’re part of a small team that’s been tasked with upping the PR game at your company. If you’re in a position to influence your company’s communications plan, you’ll benefit from this workbook.
We’d recommend going through some of the exercises in the workbook with a couple key members of your team, but you don’t need to be a business owner to get an effective communications plan and an understanding of PR from this workbook.
Couples & Group Therapy
Can I really pitch myself to media outlets? How will I be heard over the PR experts?
YES! Consider this your permission to pitch! Our detailed workbook provides all the tools you need to confidently pitch your story to journalists. We give you templates that take all the guesswork out of a pitch and help elevate what’s unique about your story so you rise above the sea of other pitches. You’ll have access to the same strategies Full Swing PR has used to land clients in The New York Times, Fast Company, and Forbes.
What if I’ve never been in the news?
You are in the right place! It’s okay if you’ve never been in the news before. These templates are going to help change that.
What sort of time commitment is this?
Love this question! The workbook is built so you can go at your own pace, but you’ll see the most benefits if you’re consistent, so schedule time for it. Plan to carve out at least 1 to 2 hours a week to work towards your PR goals (and if you’re not sure what these are yet, don’t worry, the workbook will help you define them).
On this timeline, within a month of going through the workbook, you’ll have built a foundational understanding of your audience and brand identity and understand and have relationships with local journalists and media outlets. This is going to be a game changer for your business, and we can’t wait for you to get started.