About Melissa Lukach
I've spent 20 years on the inside of media.
For two decades, I’ve worked on the marketing side of top-tier media, learning exactly what journalists need, what makes stories compelling, and why some businesses get featured while others get ignored.
Press features can be your reality.
After 20 years in media and marketing, I keep seeing the same pattern.
Is this you?
You're a talented business owner in the culinary or design industry doing exceptional work but remaining invisible.
You can't afford $5,000–$15,000 monthly publicist fees, so you just hope journalists will learn about you.
You try being more active on Instagram but aren't seeing it lead to press coverage.
You know having a larger brand presence will help your business but don’t know how to get featured in the press.
You feel frustrated that your less skilled peers are getting featured in the media.
You deserve press features
You can work with the media by learning how the industry works.
Which journalists to approach and how to find them.
How to position yourself so journalists seek you out as the go-to expert.
What makes editors respond.
Create press materials that influence how writers describe your business.
The proven paths to press coverage.
My Approach
I don’t believe in one-size-fits-all PR strategies. What works for someone who loves being on camera won’t work for someone who hates being the center of attention.
My teaching method
Match your strategy to your strengths.
I help you identify which approach to press coverage fits your communication style, schedule, and business goals.
Focus on realistic expectations.
Press coverage isn't magic. It's a system. I teach you the system so you can generate results.
Emphasize positioning over perfection.
You don't need to be the best in your field. You need to be positioned as the expert journalists want to quote.
Provide frameworks, not formulas.
I give you the structure to make strategic decisions, not just templates to copy.
What Makes Morning Night Different
I'm not a publicist selling you monthly retainers.
I’m an educator teaching you a skill you’ll use for the rest of your career.
I'm not a wannabe guru selling you theory.
I’m showing you the exact system I developed working inside media outlets—the system that actually gets results.
I'm not promising overnight fame.
I’m offering you a proven roadmap to transform from invisible to visible, with realistic timelines and actionable steps.
I understand your industry.
I’ve spent my entire career in culinary and design media. I know your world, your challenges, and the publications that matter to your business.
Beyond Press Coverage
Press coverage is the foundation, but visibility opens doors to bigger opportunities:
Premium clients who found you through media features
Speaking engagements at industry conferences
Book deals and publishing opportunities
Strategic partnerships with established brands
Industry awards and recognition
The ability to raise your prices because you're now the recognized expert
Morning Night helps you build the visibility that creates these opportunities.
A Little More About Me
I live in Seattle with my family, where I continue to oversee marketing and PR for Modernist Cuisine.
I’m also an interior designer (I’m currently designing a Puget Sound cottage), a foodie, and devoted to helping women business owners get their deserved recognition.
Learn from an Expert
20+ years working for and with top-tier media
The 30-Day Media Visibility Roadmap
A self-paced course teaching you the paths to press coverage, what journalists look for, and how to get press pitches out in one month. Perfect for business owners ready to start working with journalists.
Build Your Expert Press Kit
A self-paced course to help writers tell the story you want them to tell with a polished press kit, complete with templates and AI writing agents. For business owners.
PR Accelerator Membership
Weekly strategy calls, press kit and pitch reviews, accountability groups, and personalized feedback. For business owners who want expert guidance and community support.
Let's Get You Visible
You’ve built something remarkable. Let’s make sure the right people know about it.
