Why Is It Called the Four Email PR System?

The OG Inspiration
​Very early on after segmenting towards plant and intimate wellness — aka if you were not a sex and cannabis brand, I would not work with you — I had friends from entrepreneurial circles across real estate, service providers, entertainment, coaching, even fellow journalists who, while profitable, didn't have the resources for the PR agencies they were being quoted. They weren't really in dire need of public relations either. It was more that PR could really catapult them to the next step, so they wanted some PR — they just didn't want to throw $10,000 a month at that endeavor.

So very informally, I just gave them a step-by-step of what I would do if I was personally their publicist, for them to do themselves. And these were usually conversations at parties, at conventions, in between keynotes. This was not me sitting down with them while they had a pen and paper handy.

And weeks later they would be buying me drinks to thank me for the advice that led to their latest and greatest to date media placement.

What was more incredible was, then they repeated it again and again — becoming industry names and thought leaders. Not because they trial-and-errored PR, but because they took the small efforts I advised them to and ended up with really great results.

Blogging to save my Breath
Over the first eight years of running my agency, I would constantly be answering the same questions over and over — whether it was for my clients, for people curious about PR, or for entrepreneurs trying to execute their own PR themselves. I also noticed that if I updated my blog one or two times a month, I would never have to do new business endeavors, because that was really all I needed to do to keep my website in the top results when you Googled "sexual wellness PR." It's a very, very, very niche industry.

So I would solve two birds with one stone by keeping a list in my notes of future blog articles — questions that I got asked all the time. I'd literally be at a party, someone would ask me a question, and I'd say "hold my drink" — literally — so I could type the question up, and then I'd tell them, "Listen, I'm going to write about this coming up. Check my blog. Because this is a question I get a lot."

After about eight years of that, one day I was doing exactly that — updating my blog — and I start looking and go, wow, I've been updating this for like eight years. That's really impressive. And I'm looking at all the different titles and I realize: somewhere within this blog, there's a very, very, very rough draft of a book for how entrepreneurs can do this themselves.

But having publicized my fair share of books, I knew we needed some concrete case studies from entrepreneurs doing it themselves.

And so my mentor's words were deep in my mind — how he advised me very early on that my strategy in placing unpublishable brands in top-tier media was something other entrepreneurs would benefit from, especially those that are successful but not quite ready for an agency retainer.

A Naming in Progress 
I mention the blogging-to-book pipeline because when I originally started the blogs that became the book, I was calling them "PR Yourself" — and that was originally going to be the name of the coaching program too. Because I knew nothing about coaching programs at the time. Then I did a little more research and realized — oops, nope. It's a very commonly used name for PR solutions, so let's not set ourselves up for any consumer confusion in the future.

So just as a placeholder, I went with BYOPR — because I am a self-proclaimed wino and wine connoisseur.

When my dear friend and well-known coach — he hates when I use the word mentor, but I call him my mentor — came to visit, he asked me what the name was of my coaching program.

I replied, "Oh no, I'm nervous to tell you. You're going to hate it."

More gently, he said, "No, tell me. What is it called?"

Sheepishly I replied: "...BYOPR. Do you hate it?"

Immediately he responded: "Yeah. I hate it."

But we've been brainstorming together since we were in college — which I guess for founders and entrepreneurs is like being in diapers — and so by the end of his visit, we brainstormed a much better name that both encompassed the strategy, my own personality (and be sure to opt in here to learn more about the program), and the founders we serve.

So Why "Four Emails"?
In 2025, I set out to build a suite of digital products ranging from templates to instructional videos that turn my 8-week onboarding PR strategy into a series of DIY videos that founders can follow in the space that it takes them to write four emails per week.

Publicists are no different than founders in that we have very limited timeframes some weeks. The idea that we're going to be able to pitch for 40 hours a week — even with five clients — is incredibly unrealistic and doesn't account for the many, many things that can go into running client PR accounts. But when you strip all that down to just the work that brings in headlines — if you're not running an agency, if you're not being a publicist, if you're not running client events, if you're not doing client onboarding, client management, employee management, etc. — the actual work of media relations that brings in the headlines, that turns readers into customers, is often just a few emails per week.

That's what the Four Email PR System is built on: the reality that the work that actually moves the needle in PR — the pitching, the follow-ups, the relationship-building — doesn't take 40 hours a week. It takes four well-crafted emails. Everything else is agency overhead that founders don't need to worry about.

So if you've been telling yourself you don't have time for PR, but you have time for an email: that's all it takes to start turning media coverage into your most powerful growth channel.

To learn more about the Four Email PR System created by MAVPR, read the announcement blog here. ​