Brands want PR agencies that can get them recommended by AI, and most don't have an answer yet. The Pitch Lab® teaches you how, so you can offer AI discoverability as a service and win those clients.
Land more top-tier, relevant, and strategic placements for your clients.
Brands want agencies that can get them recommended by AI, and most agencies don't have an answer yet. Learn to earn the coverage AI pulls from, and offer AI discoverability as a service.
Brands are already looking for agencies with these skills. When a lead sees that you offer AI discoverability and can show results, they reach out to you (and they're expecting premium rates).
Pitching becomes a never-ending hustle—writing pitches, running after clients, following up… only to be met with crickets.
Meanwhile, clients await results, and those dreaded “any updates?” emails pile up.
I'm Jen Berson, founder of Jeneration PR and Jeneration Academy.
In 2005, I was an attorney practicing civil litigation. On the outside, everything looked perfect—a prestigious, high-paying career, my parents were so proud of me, and I owned my own home in Santa Monica. In my 20s!!!
What everyone didn’t see was that... I was miserable. The long hours in courtrooms fighting battles that didn’t matter to me, the lack of creativity... I was trapped in a career that drained me.
I wanted a family, and I wanted to be the kind of mom who was present—there for the flag football games, the school concerts, the everyday moments.
But looking around at the other women at the firm, I didn’t see a single one living the life I wanted. They were either sacrificing their careers for their families or giving up precious moments with their kids for their jobs.
I knew I wanted both, but the path I was on wouldn’t allow it.
One day, I took a chance. I reached out to a brand I loved, offering to help them get noticed—no PR background, no fancy tools, just instinct. I reverse-engineered contacts, crafted a pitch, and sent it off.
And the craziest thing happened... that pitch landed the brand in the hands of celebrities and in print, transforming their business overnight.
And that system? It's exactly what I'm teaching you in The Pitch Lab®. It's called the P.I.T.C.H. Formula, and it's the same formula that let me build the life I dreamed of: a thriving career (an award-winning PR firm) and the freedom to be the mom I always wanted to be.
And here's what I didn't expect. The same skill that lands placements is now the skill that gets brands recommended by AI. Credible, third-party coverage is what these models reward, and it's what I've been teaching for years.
Let me show you how to land the kind of placements that change everything for your clients (and now get them recommended, too).
The Pitch Lab® is a group coaching membership for PR pros who want to land the coverage that gets their clients recommended by AI, and prove it to earn more renewals. Learn the P.I.T.C.H. Formula through our Pitching Roadmap curriculum, so pitching becomes the easy part of your business.
Learn the P.I.T.C.H. Formula through our Pitching Roadmap curriculum so that you can making pitching the easy part of your business.
Receive live monthly coaching with Jen and top industry experts. These sessions are your chance to get direct guidance, ask questions, and gain insights from seasoned pros who know the ins and outs of landing top-tier placements.
Get The Scoop: an Industry Insider Edit in your inbox monthly. Our done-for-you research service delivers timely updates on trends and media opportunities, saving you time, money, and freeing you to focus on high-impact tasks.
Master podcast pitching, affiliate strategies, holiday gift guide placements, and more with our Masterclass Vault—featuring trainings led by Jen Berson and top industry experts.
Join the Jeneration Academy Slack, a one-of-a-kind community of PR pros who openly share their secrets, strategies, and successes (and what they're seeing in AI, in real time).
Unlock the Ultimate PR Pitch Template Bundle—the same plug-and-play templates Jen uses every day in her award-winning agency.
Get behind-the-scenes access to the Winning Pitch Vault, a Pitch Lab® exclusive. Read the real pitches that landed coverage, see the articles they earned, and learn which placements are now showing up in AI recommendations.
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Master pitching for AI visibility. Audit where your clients show up in AI answers, target the outlets AI cites, and write pitches that earn coverage AI recommends. Then report the results to your clients (and sell it as a service).
What you can't get from a chatbot is context and people. Inside the Pitch Lab®, you learn AI visibility as it relates to your clients and your services, alongside PR pros who are testing these tools on real accounts and sharing what's changing in real time. This isn't another course. It's the one place built around AI for PR businesses like yours.
Brands are already asking AI what to buy and which agencies to hire. Here's a real inquiry that landed in our inbox: a toy brand sold through Walmart, planning Q4, looking for a new agency. They wrote that AI discoverability was a real priority, and that most agencies they'd talked to didn't have a real answer for it yet.
The demand is already there. The gap is knowing how to offer it. And according to the AgencyAnalytics 2026 Marketing Agency Benchmarks Report, AEO is now the #1 new service clients are requesting.
AI recommends whoever the internet already treats as credible, and earned media is what builds that. You've been landing it your entire career. You don't need to become a tech person. You need the playbook, the support, and a community that has your back.
We know research can feel like the most tedious part of PR—necessary, but time-consuming. That’s why we created The Scoop: an Industry Insider Edit.
Our expert team dives deep into trends and events every month, so you don’t have to. We handpick the hottest insights and deliver them straight to your inbox.
We’ve taken the grunt work off your plate, so you can focus on pitching smarter, not harder. And the best part? You get 12 months of complimentary access to The Scoop when you join the Pitch Lab®.
Say goodbye to pitch paralysis. With done-for-you angles that match exactly the timely, relevant topics that outlets are focused on, you’ll send out emails that land, not just linger in inboxes.
Forget the chaos. With your Month in a Minute Planner, you'll know exactly what to focus on each week—timely themes, follow-ups, long-lead opportunities—without second-guessing yourself.
No more late nights Googling “what’s trending” or going down the TikTok rabbit hole. We hand you the hottest editorial angles and industry insights, so you can pitch with confidence and spend your time closing placements, not searching for ideas.
Editors and media contacts are actually coming to you for their upcoming stories. They know you're reliable and have what they need when they need it. You’ve built strong relationships, and now you’re reaping the rewards.
You’re no longer second-guessing yourself, wondering if you’re doing it right. With a solid strategy and clear communication, you know exactly how to position your client for success. Every pitch is timely, targeted, and tantalizing, which means the media is paying attention. You’re securing top-tier placements and feeling confident in the results you're delivering. You can answer the question every client is about to ask: "Are we showing up in AI?"
You’re not running around like your hair is on fire, trying to gather assets last minute. Your clients' assets are ready, pitches are prepared, and follow-ups are smooth as butter. With a repeatable process in place, you can easily onboard new clients or delegate tasks to your team... without sacrificing service quality.
Your clients are thrilled because you've set realistic expectations and are securing press in the outlets they dream about. Now you can also show them exactly where they appear when someone asks AI about their category, so they can finally see what your work is doing. That's what keeps them around for the long haul.
You’re not hustling and grinding 24/7 anymore. You’ve got a pitching system that works, and you’ve created time for yourself – whether that’s spending more time with family, traveling the world, or learning something new.
Your placements are opening doors, and now you have something new and true to say in every pitch to a prospect: you offer AI discoverability as a service. Bigger brands are noticing, clients are referring you, and you're raising your retainer rates to match.
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Stack #1: What is PR and How Can It Help Your Clients?
Master the art of getting your clients seen everywhere.
Whether it’s landing a killer feature in a top magazine, booking a segment on TV, or connecting your clients with influencers who can’t stop talking about them, this stack is where it all comes together. You’ll master everything from pitching product samples that wow, to creating expert-level guest posts, to celebrity seeding strategies that get results.
With tools like Ideation Strategies to spark creative pitches, you’ll help your clients show up everywhere that matters—and win.
Stack #2: What Assets to Gather From Your Clients
Stack #3: Create a Press Plan
Stack #4: Create Your Ideal Target Media List
Stack #5: Pitching to Your Media List
Stack #6: Landing Coverage
Stack #7: Follow Up, Fact-Checking, and Fixing Errors
Stack #8: Repurpose & Amplify Your Success
Stack #9: Using Social Media to Enhance Your PR Strategy
Stack #1: What is PR and How Can It Help Your Clients?
Tired of clients undervaluing your work? Stack #1 helps you communicate the true impact of PR, so they see it as essential—not optional. You’ll build trust, command respect, and ensure you’re appreciated (and paid) for the powerhouse results you're going to learn to deliver.
Stack #2: What Assets to Gather From Your Clients
Stack #3: Create a Press Plan
Stack #4: Create Your Ideal Target Media List
Stack #5: Pitching to Your Media List
Stack #6: Landing Coverage
Stack #7: Follow Up, Fact-Checking, and Fixing Errors
Stack #8: Repurpose & Amplify Your Success
Stack #9: Using Social Media to Enhance Your PR Strategy
Stack #1: What is PR and How Can It Help Your Clients?
In Stack #2, you’ll create the must-have PR assets that showcase your clients’ stories in the best light. From press kits to standout product photography, you’ll be prepared to pitch like a pro and deliver EXACTLY what journalists need to say “heck yeah.”
Stack #2: What Assets to Gather From Your Clients
Stack #3: Create a Press Plan
Stack #4: Create Your Ideal Target Media List
Stack #5: Pitching to Your Media List
Stack #6: Landing Coverage
Stack #7: Follow Up, Fact-Checking, and Fixing Errors
Stack #8: Repurpose & Amplify Your Success
Stack #9: Using Social Media to Enhance Your PR Strategy
Stack #1: What is PR and How Can It Help Your Clients?
This is where strategy meets structure. Stack #3 helps you create a press plan that aligns every move with your clients’ goals.
You’ll set clear objectives, define PR tactics for brands and experts, and map out pitch themes that keep you ahead of the game. With tools like the Pitch Calendar and PR Trends Cheatsheet, you’ll craft a plan that ensures your pitches hit the mark and your campaigns deliver measurable, high-impact results.
Stack #2: What Assets to Gather From Your Clients
Stack #3: Create a Press Plan
Stack #4: Create Your Ideal Target Media List
Stack #5: Pitching to Your Media List
Stack #6: Landing Coverage
Stack #7: Follow Up, Fact-Checking, and Fixing Errors
Stack #8: Repurpose & Amplify Your Success
Stack #9: Using Social Media to Enhance Your PR Strategy
Stack #1: What is PR and How Can It Help Your Clients?
Stack #4 is about more than just a list—it’s about building the right list.
You’ll learn how to connect with journalists who actually want your stories. From tracking down those elusive email addresses to keeping your lists fresh and relevant, you’ll become the go-to PR pro journalists trust.
Tools like the Media Tracker Template and Magazine Department Cheat Sheet ensure your lists stay organized, relevant, and ready to deliver results.
Stack #2: What Assets to Gather From Your Clients
Stack #3: Create a Press Plan
Stack #4: Create Your Ideal Target Media List
Stack #5: Pitching to Your Media List
Stack #6: Landing Coverage
Stack #7: Follow Up, Fact-Checking, and Fixing Errors
Stack #8: Repurpose & Amplify Your Success
Stack #9: Using Social Media to Enhance Your PR Strategy
Stack #1: What is PR and How Can It Help Your Clients?
This is where you go from sending pitches to selling stories. In Stack #5, you’ll learn exactly how to grab a journalist’s attention with subject lines that stop them in their tracks, craft pitches that make them say “I need this now,” and build narratives that position your clients as must-have features. No fluff, no mass-pitch disasters—just smart, targeted strategies that work.
With tools like the Pitch Perfect Checklist and Headline Hacks, you’ll pitch with confidence, nail the follow-up, and start landing those dream placements.
Stack #2: What Assets to Gather From Your Clients
Stack #3: Create a Press Plan
Stack #4: Create Your Ideal Target Media List
Stack #5: Pitching to Your Media List
Stack #6: Landing Coverage
Stack #7: Follow Up, Fact-Checking, and Fixing Errors
Stack #8: Repurpose & Amplify Your Success
Stack #9: Using Social Media to Enhance Your PR Strategy
Stack #1: What is PR and How Can It Help Your Clients?
Sending the pitch is only half the battle. Stack #7 is where you master the art of keeping the momentum going. Nail follow-ups that get responses, manage fact-checks like a boss, and handle errors with grace.
When the press hits big and the inbox explodes with orders or inquiries, you’ll have the tools to turn that whirlwind into a goldmine of opportunities. This is where you prove you’re not just good—you’re indispensable.
Stack #2: What Assets to Gather From Your Clients
Stack #3: Create a Press Plan
Stack #4: Create Your Ideal Target Media List
Stack #5: Pitching to Your Media List
Stack #6: Landing Coverage
Stack #7: Follow Up, Fact-Checking, and Fixing Errors
Stack #8: Repurpose & Amplify Your Success
Stack #9: Using Social Media to Enhance Your PR Strategy
Stack #1: What is PR and How Can It Help Your Clients?
Stack #8 dives into how to squeeze every ounce of value out of your clients’ media coverage. You’ll learn how to create professional press clips, repurpose coverage to extend its shelf life, and strategically use media placements to boost your clients’ authority and credibility.
Whether it’s leveraging a feature to secure more opportunities or integrating press wins into their marketing, this stack ensures every placement keeps working for you.
Stack #2: What Assets to Gather From Your Clients
Stack #3: Create a Press Plan
Stack #4: Create Your Ideal Target Media List
Stack #5: Pitching to Your Media List
Stack #6: Landing Coverage
Stack #7: Follow Up, Fact-Checking, and Fixing Errors
Stack #8: Repurpose & Amplify Your Success
Stack #9: Using Social Media to Enhance Your PR Strategy
Stack #1: What is PR and How Can It Help Your Clients?
Social media is your backstage pass to connecting with the right people. In Stack #9, you’ll learn how to use platforms like Instagram to build relationships with journalists and influencers, nurture those connections so you’re always top-of-mind, and even leverage Quora to position your clients as the experts they truly are.
This isn’t about posting for the sake of it—it’s about using social strategically to pitch smarter, build trust, and keep your clients in the spotlight.
Stack #2: What Assets to Gather From Your Clients
Stack #3: Create a Press Plan
Stack #4: Create Your Ideal Target Media List
Stack #5: Pitching to Your Media List
Stack #6: Landing Coverage
Stack #7: Follow Up, Fact-Checking, and Fixing Errors
Stack #8: Repurpose & Amplify Your Success
Stack #9: Using Social Media to Enhance Your PR Strategy
Lauren C.
Leverage with Media PR
Kelly B.
KB Media Group
“Just booked a client on the TODAY Show this afternoon, as well as 2 clients on Cheddar News, onboarded 3 new clients this week, and booked another 4 TV segments the past couple of days!”
“Since joining The Pitch Lab® I've landed The Today Show, Forbes and The New York Post!”
Chelsea K.
“The benefits are immeasurable and the content is undeniable. There is NOTHING comparable to The Pitch Lab®.
Not only do you learn current PR methodology, you are also surrounded by powerful women who will inspire you every day to be your best. Go For It!”
Karen H.
Janelle R.
JMI Creative Inc.
“Pitch Lab® is so valuable! We secured our first podcast interview for a nonprofit client.”
“One of my clients was getting crickets and I was beside myself.
Jen and The Pitch Lab® community were amazing and helped me re-work my pitch (THANK YOU!!).
Since then my client has been so busy with product placements, interviews, photos, etc. It's REALLY helped their business, and will justify when I raise my retainer in the next contract renewal.”
Tiffany E.
“Saw one my clients in print for the first time today, in a national magazine. SO. MUCH. FUN.”
Digi Ink PR
Tiffany Eurich Communications
Access to The Pitch Lab® Roadmap
Live Monthly Coaching
Access to Exclusive PR Pro Slack Community
Monthly Editions of The Scoop, our Done-For-You Research Service
Ultimate PR Pitch Template Bundle
The Winning Pitch Vault
Access to The Pitch Lab Roadmap
Live Monthly Coaching
Access to Exclusive PR Pro Slack Community
Monthly Editions of The Scoop, our Done-For-You Research Service
Ultimate PR Pitch Template Bundle
The Winning Pitch Vault
ANNUAL PLAN ONLY: Access to our Media Contacts Database
Special PIF Bonus!
12 months of everything in our Payment Plan, PLUS...
6 MONTH MINIMUM COMMITMENT
SAVE 2 MONTHS
Is The Pitch Lab® for me?
If you’re a PR professional who’s ready to level up your pitching, streamline your workflow,and create more balance in your career and life… then yes, The Pitch Lab® is for you!
Whether you have a full-fledged team or work solo, whether you're pitching for experts, products, or brands, The Pitch Lab® provides adaptable strategies and templates for PR pros across all levels. Our members our members range from seasoned PR professionals with decades of experience all the way to people who've never practiced PR and are learning for the first time. They cover every type of PR focus, but they all share a common goal: achieving consistent, meaningful results without the burnout.
This is me! Sign me up!
What do I get when I step into The Pitch Lab?
What do I get when I step
into The Pitch Lab?
Inside The Pitch Lab®, you’ll find our signature Pitch Lab curriculum that walks you through our P.I.T.C.H. Formula, customizable templates for every type of PR pitch, and guides on perfecting your media outreach. Everything is self-paced, so you can dive in right away.
You’ll also get monthly live coaching sessions with Jen, a private Slack community of PR professionals for peer support, and access to the Masterclass Vault with trainings led by top experts. Plus, you’ll unlock curated media contact lists and our DFY Research Service to keep you at the top of your game.
Say no more—this is what I need!
How do I know if the strategies in The Pitch Lab will work for me?
How do I know if the
strategies in The Pitch Lab
will work for me?
When I first realized I’d developed a pitching formula that worked, I knew I had to see if it could deliver results beyond my own business. So, I put it to the test—I mentored five women in person, each running a different type of PR business with unique clients and goals.
The result? Across different PR focuses and challenges, the formula proved itself every time. They followed the same core strategies, and the results were consistent: more media placements, stronger client relationships, and an efficient, repeatable process that transformed their pitching.
If you’re committed to applying the strategies, the formula can absolutely help you land the results you’re looking for—no matter your PR specialty or prior experience.
Okay, I'm in. Let's get started.
Is there lifetime access?
Your membership includes 12 months of access to lab materials, coaching, and our private community. As you approach the end of this period, we’ll send reminders and offer an option to renew.
A whole 12 months of support? Count me in.
Is there a guarantee?
Yes! We offer a 30-day, no-questions-asked refund policy. If you join and decide the program isn’t the right fit for you, just let us know within 30 days, and we’ll happily issue a full refund. We want you to feel confident in your decision to join!
Well when you put it that way...I'm in!
I’m already super busy—
will I have time for this?
I’m already super busy—will I have time for this?
We get it—PR pros are juggling a million things. That’s why The Pitch Lab® is built for efficiency. The tools and resources are designed to save you time by simplifying your pitching process and helping you focus on high-impact strategies. You can work through the materials at your own pace, so it fits your schedule.
I like having more time. Let’s do this!
What if I have questions
or get stuck?
What if I have questions or get stuck?
That’s what we’re here for! The Pitch Lab® includes live monthly coaching calls where you can ask questions, get feedback, and connect with experts. Plus, you’ll have access to our private community of PR pros who are ready to share advice and support.
Live coaching and community? Yes, please!
How is this different from
the original the Pitch Lab?
How is this different from the original The Pitch Lab?
This version is NEXT-LEVEL. We’ve added way more hands-on support to help you apply what you’re learning and see results faster. Think: Slack discussions and Hot Seat coaching to get real-time feedback and guidance. It’s all about giving you the tools and the support to take your pitching game to new heights.
More support? Um, yes please.
Ashley V.
Dec the House Design Studio
"OMG! Amazing. I love Jen's content - so, I'm excited to hop in. Pitch Lab® has been so helpful. I just landed my first pitching PR client (I typically stay on the influencer campaign side) and I'm so ready to knock this out of the park and I think this will help. "
Ambar H.
"I've just recently joined The Pitch Lab™ and I can't even begin to thank you for the quality content you have provided."
Annesa L.
"I'm new to this group, but feel right at home. I was drawn by it being a smaller group. Easier to obtain help here, unlike elsewhere. SO glad I joined. Jennifer Berson & the lovelies here are the Real-Deal Holyfield. 🥊✒️ "
CPRA Strategies, Inc.
Ashley M.
"Thank you for inviting me into this wonderful community! I joined The Pitch Lab two weeks ago and the resources have been super helpful — especially the Monthly Execution Plans!"
Angela M.
"I feel like I have somewhere to turn, a community who truly cares, and I don't ever feel alone with what I'm going through."
Muddy Paw PR
The Pitch Lab® is a registered trademark for Jeneration PR LLC
