Build Your Own PR Agency
Replace a $10K-a-month PR agency with an in-house press office run by Claude, plus a list of 500 beauty editors.
Somewhere in your inbox is a $10K invoice for a month of PR work you mostly never see. This series takes that retainer apart line by line and rebuilds it in-house, with Claude running the drafting room.
Ten volumes cover the retainer unbundled, the angles editors buy, a Claude PR studio, the press kit, seven pitch emails written in full, how editor desks really work, seeding, a four-to-six-hour weekly operating system, the honest savings, and a list of 500 beauty editors and desks. Run it for your brand, or sell it as a service.
- 10 volumes
- Level: Intermediate
- PR
- Beauty
Instant download, each volume as a PDF.
Already have Volume 01? Your purchase includes Volumes 02 to 10. All sales are final once downloaded. See our Purchase Agreement.
By the end of the series.
- Rebuild every line of a PR retainer in-house
- Pitch with seven proven emails, written in full
- Get product on editors' desks within 48 hours
- Run PR in four to six hours a week
- Work a list of 500 beauty editors and desks
Built for doers.
For beauty and wellness founders paying (or considering) a PR agency, and for marketers who want to offer PR as a service.
- Beauty founders
- Wellness brands
- Marketers
- Agencies
- Step-by-step guidanceGo from setup to execution with clear, practical instructions.
- Templates & promptsReady-to-use resources that save you hours.
- Real-world examplesLearn from how it is actually done.
- Progressive learningEach volume builds on the last, so you can go deeper.
10 volumes. One system.
- 01
The Retainer, Unbundled
Break down the $10K PR retainer and rebuild it in-house.
Read the companion articleTakes a $10K monthly PR retainer apart line by line (pitching, lists, releases, gifting, reporting) and shows how to rebuild each in-house with Claude, for your own brand or as a service you sell.
Free - 02
The Newsroom & The Angle
Find the angles editors buy and pitch them on the right calendar.
Read the companion articleThe six angles beauty and wellness editors buy, a story bank that keeps you pitchable all year, a desk map of the outlets that matter, and an editorial calendar that pitches gift guides in July, not November.
Included - 03
The Claude PR Studio
Set up a Claude PR studio that drafts a week of pitches in one session.
Read the companion articleReplace the agency's junior coordinator with a Claude drafting room: one Project, four documents and five skills that write in your voice, refuse claims your rules forbid, and produce a week of PR material in one session.
Included - 04
The Press Kit & The Assets
Build the press kit, images and sample logistics editors need on yes.
Read the companion articleA press release that reads like news, a digital press kit, product one-pagers, an imagery library shot to editorial spec, and sample logistics that put product on an editor's desk in 48 hours.
Included - 05
The Pitch Library
Get the seven pitch emails that run a PR agency, written in full.
The seven emails that run a PR agency (cold intro, launch, gift guide, trend comment, press request, exclusive, follow-up), written in full for beauty and wellness, with subject-line and personalisation rules.
Included - 06
The Editor's Desk
Learn how commerce desks, awards and press platforms really work.
The unwritten rules: how gift guides and commerce content really work, how to work press-request platforms daily, which awards matter, and the etiquette that turns one placement into a relationship.
Included - 07
The Seeding & Sampling Engine
Run product seeding like media spend, targeted and tracked.
Who gets product and why, the mailer worth building, tracking what seeding actually earns, and the discipline that stops generosity turning into budget leakage.
Included - 08
The Machine
Run your PR office in four to six hours a week, measured.
A weekly PR operating system on four to six hours, a 25/10/1 cadence for press desks, a coverage log, a monthly report that replaces the agency call, and measurement of coverage in sales and in AI answers.
Included - 09
The Money
See the real savings, the traps to avoid and what's still worth buying.
The before-and-after of firing the retainer, what's still worth paying for, the industry's expensive traps (wire blasts, pay-to-play awards, monitoring bloat), when to hire help, and where the savings should go.
Included - 10
The Press List & The Launch
Work a list of 500 beauty editors and desks and launch your press office.
500 beauty editors, journalists and pitch desks across glossies, digital, wellness, trade, gift guides, newsletters and regional press, shipped as a working spreadsheet. Plus verification, send discipline and a 90-day launch.
Included
Read Volume 01 before you decide.
The Retainer, Unbundled: break down the $10K PR retainer and rebuild it in-house. Free, straight to your inbox.
All ten volumes, one payment.
One-time purchase · Yours to keep
