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The Become Your Own Publicist seminar has been taught at several institutions across North America, including Upright Citizens Brigade, The Second City, and Actors Connection.  


Award-winning Sweat Equity Publicity founder Steven Shehori (who served as the longtime publicist for Second City Toronto) is here to confirm that nobody can sell the idea of your creation better than you. If you’re a performer, entrepreneur, small business owner, or entertainer of any kind, the Become Your Own Publicist seminar lays out in clear, straightforward terms how to garner the kind of media attention you assumed only went to celebrities and industry insiders. This includes coverage from newspapers and magazines, television and radio, plus blogs and podcasts—at zero cost.

Become Your Own Publicist is an insightful and humorous seminar that teaches shockingly simple—yet shockingly effective—ways to engage the media without having to spend hundreds to thousands of dollars on a publicist. Think of it as a one-stop shop for taking your project or career to the next level and beyond.

The seminar will teach you to:

  • Create and send press releases more compelling and memorable than 95% of what’s out there

  • Make your ‘thing’ (a.k.a. your show/event/business/career) appear far more attractive to newspapers, radio, TV and web

  • Establish solid long-term relationships with the media, while avoiding the common mistakes that will immediately put you in the doghouse

  • Use various forms of social media to your advantage

  • Market and promote your ‘thing’ locally (posters, flyers, programs, media, business, and government sponsorship)

  • Make strong connections by offering your publicity services to successful industry people

  • Be effectively media trained for TV, radio, podcast, and print interviews


PLUS—You will receive a free publicity e-booklet, which includes:

  • An extensive, freshly-updated media list of 3800 media contacts (a several hundred-dollar value)

  • A 15-point guide to the perfect press release

  • Numerous sample press releases & templates

  • A compelling sponsorship letter template to generate funding for your ‘thing’

Looking to book a group seminar or one-on-one session, either in person or on Zoom or Skype? Simply contact


“The Shehoris’ indefatigableness and ultimate optimism should both inspire and allow countless innovators and industry professionals to feel like somebody gets it.” Kenny Herzog – Rolling Stone, Vulture

“The Shehoris have the business and art of comedy in their blood. They are devoted advocates of young aspiring comedians, writers and actors, and they have the innate ability to understand what it takes to promote, produce and develop a career in the entertainment biz. They have done an extraordinary job publicizing the Second City and the 8-year run of the Tim Sims Theater.” Andrew Alexander – Proprietor & Executive Producer of The Second City

“In my 25 year career in the media, I received thousands of pitches, via email, phone, video and other methods too bizarre to relate. But I knew when I saw the name ‘Shehori’ attached to one, that I could count on certain things being guaranteed. It would be interesting, it would be witty, it would be worth my time and it would be positioned in a way that managed to be simultaneously persuasive yet unintrusive. The Shehori Brothers are highly respected in the industry as publicists & writers/producers of live theater and television. And in addition to working with established artists, they take a lot of time to help up-and-comers with their careers. Besides being talented, they’re generous as well, which I find a rare combination in this business.”
Richard Ouzounian – Writer/Director, Theater Critic: Variety and The Toronto Star

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