#1 RULE: STOP SENDING PRESS RELEASES
Building Your Brand Through Media
Vermont-based Media Expert Julie Kelley amplifies growing businesses and organizations in rural America.
What Our Clients Say
Julie knows what journalists are looking for!
“Julie has a remarkable talent for distilling complex messages into compelling narratives that actually resonate with media outlets. Julie knows what journalists are looking for and pitches them fully fleshed out ideas that they want to hear.”
– Hadley Roy, Marketing Lead, Vermont Nut Free Chocolates
Julie changed the way we think about PR!
“Julie has changed the way our nonprofit thinks about public relations. We hired her for a short, intense burst of assistance (immediate, direct impact and statewide coverage) and team training (long-term mindset shift and a shared sense of how we think about media).”
– Elizabeth Frascoia, Executive Director, Vermont Governor’s Institutes
Expertise in Public Relations and Media Engagement
“In late 2024, my company embarked on a major expansion, and Julie provided me and some other colleagues with excellent media training that enabled our groundbreaking ceremony media engagement to go off without a flaw. “
– Kevin Biggie, Director of Technology and Innovation, Weidmann Electrical Technology
Julie is my first call!
“We first met when she (Julie) consulted with an organization I previously worked for, where she navigated a complex and somewhat chaotic situation with grace and diplomacy. The result was a cohesive, impactful campaign that would have been impossible without her creativity and leadership. “
– Erin Rayne, Founder, Good Culture Works
Elevate Your Brand with Julie
Meet Julie Kelley
Julie Kelley is a trailblazing media expert reshaping the narrative of rural America. Driven by a vision to showcase the vibrancy and immense promise of rural businesses and regions, Julie draws on her extensive experience behind the scenes to craft narratives that truly resonate.
Julie’s #1 rule: STOP SENDING PRESS RELEASES. Unlike most public relations professionals, she’s not afraid to say it—press releases are outdated, overused, and rarely effective in securing meaningful media coverage.
- Have a major event happening? Julie landed 12 media hits in 24 hours during a merger in the renewable energy industry.
- Setting the bar for manufacturing? Julie is ready to pitch top reporters before they even make the request. She knows what’s newsworthy about your business.
- Need a speaker who breaks barriers to media coverage? Julie’s 20 years in TV inspire her Media Toolkit Trends and leave conference goers with 2025 tactics to earn media coverage.
Her mission is to empower businesses and organizations in rural America to amplify their brands by showcasing their unique strengths and opportunities, setting a new standard for media representation in 2025 and beyond.
Key Strategies for Success
Newsworthy Narratives
The reason behind Rule #1—stop sending press releases—is that they are overused and rarely get picked up for quality news coverage. Julie deleted thousands of press releases as a reporter and knows what’s newsworthy.
Respectful Reporter Relationships
Building respectful, two-way relationships with reporters is a critical part of earning media coverage in 2025. Julie’s tactic is informed by twenty years in newsrooms and knowing what a reporter needs to say “yes.”
Media Training by a Pro
If Julie is your toughest reporter, you’re ready for an interview. Julie knows the questions to ask—she’s interviewed everyone from a chef dreaming up ice cream flavors at Ben & Jerry’s to a federal judge overseeing school desegregation and a governor under fire for the mishandling of a major disaster zone. Being authentic and prepared is the “sweet spot” for a coveted media placement.
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