Be Your Own Publicist

Learn how to work with press, no agency required

Get the Recognition You Deserve

Press coverage puts you in front of new audiences for free. It establishes you as an expert. It builds trust.

New customers seek you out because they've seen you featured.

More journalists want to cover your business because they've learned about you from other journalists.

Business opportunities come your way.

Created for Culinary Businesses

Press Passing You By?

Writers, podcasters, news producers, and content creators need people to interview and businesses to profile.

If they don't know about you, they can't feature you.

Journalists need to know you exist and what makes you newsworthy.

Start Working With Journalists

The Morning Night membership & DIY PR Guide is for business owners who are:

Done waiting for "someday" to get press coverage.
Want to learn how to reach out to journalists and pitch press stories about their businesses.
Want expert help so they can confidently work with the press.

DIY PR GUIDE & MEMBERSHIP

Learn the PR Ropes

The month-to-month membership includes the DIY PR Guide and the support you need to get results.

Membership includes:

📝 Guide to Writing a Bio That Actually Gets Noticed

Complete with Chat GPT prompts so you can craft a bio that makes take notice.

📣 Press Pitch Writing Made Simple

Step-by-step instructions that turn "I have no idea what I'm doing" into "I just pitched story ideas to a journalist!"

🗣️ The "Help, a Writer Wants to Feature Me!" Survival Steps

Exactly what to do (and not do) when a journalist reaches out, so you nail the interview and maximize the opportunity.

✅ The Ultimate Press Kit Checklist

Never wonder again if you're missing something crucial. This checklist ensures you have everything journalists need to feature you.

📊 Get Organized! Press-Specific Databases

Keep your story ideas, media contacts, and press coverage organized in one place.

⏰ Customizable PR Timeline

This timeline adapts to your schedule and synchs with your Google calendar.

🎨 Free Canva Fact Sheet Template

Make your press kit look professional without hiring a designer.

📧 Step-by-Step Email Series

Emails guiding you through each part of the process so you never feel stuck or overwhelmed.

🤝 Accountability Group

Meet your deadlines by having a group of likeminded business owners hold you accountable.

☎️ Twice a Month Strategy Calls

Bring your pitch ideas and press questions to live monthly calls with Melissa Lukach, founder of Morning Night. sh'll brainstorm with you, answer your questions, and help you refine your approach.

💫 Easy Membership Terms

Whether you want one month or never-ending member support, you pay month-to-month and can cancel anytime. The DIY PR Guide is yours to keep forever, even if you're only a member for a month.

YOUR PRESS EXPERT

Melissa Lukach

Melissa's expertise spans 20 years in culinary and design marketing and PR, working for and with media outlets.

From local restaurants to James Beard award-winning Modernist Cuisine, she's helped food & drink businesses leverage the power of media to build credibility, connect with their ideal customers, and drive sales.

Melissa will teach you how the press industry works, brainstorm what to include in your pitch email, and answer your questions so that you can start working with the press.

Runs Modernist Cuisine and Modernist Cuisine Gallery's marketing & PR
Previously worked for Saveur, Rolling Stone, Us Weekly, Garden Design & Remodelista
Shaped brand strategies and produced ads for Domino's & Revlon

HAS WORKED WITH TOP TIER PRESS

What Business Owners Say

Landed a TV Segment

"Melissa’s DIY PR Pitching Guide immediately put me at ease for providing concrete examples, tools, and follow-up resources. After reading the guide, I talked through ideas with Melissa, got her input on the press pitch, and after doing follow-up emails, landed a TV segment. It worked!"

-Jen Doak, owner of Brimmer & Heeltap, The Coalman, Halfseas Wine, Red Arrow Coffee

Highly Recommended

“Melissa brings high IQ and high EQ to the table, and any startup veteran understands how rare and valuable that combo is for nailing your marketing strategy. If your business is ready to grow, look no further."

-Scott Heimendinger, founder of Seattle Ultrasonics

Featured in The Seattle Times Twice

Morning Night made it easy for me to reach my PR goals by breaking the process down into manageable steps."

- Rose Zhu, co-owner of Upwell coffee & wine shop

Quoted in AllRecipes as an Expert

“Melissa was incredibly informative while being patient and direct at the same time. Her input was invaluable.”

-Tanya Ngangan, pastry consultant