A grounded approach to publicity and marketing.
We help founders, authors, artists, experts, and purpose-driven brands earn media attention without turning themselves into content machines. We tap into what makes you unique, without exploiting your story or feeding the algorithms that make billionaires richer.
We don’t chase viral moments, trending sounds, or algorithmic hacks. Instead, our slow approach to publicity centers on human connection through thoughtful storytelling, newsletter marketing, creative writing, podcast placement, media relationships, and strategic partnerships.
The Rooted Approach
We believe publicity should be relational, not transactional.
Instead of "How do we go viral?"
we ask, "Who needs to know about this?"
Instead of "What should I post today?"
we ask, "What story are you trying to tell?"
Instead of "How do I get more followers?"
we ask, "How do I tap into my existing network to share what I'm up to?"
What We Believe
Human Intelligence
We’ll take a scrappy, handmade flyer or zine over a horrendous AI flyer any day.
Ethical, Sustainable Promotion
We believe marketing should support your work—not consume it.
Community
We don’t care about social media metrics or data analytics. We care about the cool shit you’re building and how to share it with the right people.
IRL Marketing
The internet is fun and all, but we strongly believe in taking your work offline and into the real world through events, partnerships, retail, media, community, and actual human connection.
Work/Life Balance
You don’t need to “become your brand.” If anything, make sure you know where you end and your brand begins.
Outsourcing
Did you outgrow your pot? The first step to blooming is knowing when to let go of what’s holding you back. We can help you outsource the menial tasks to a (human!) assistant so you can focus on what you love.
Editorial, Not Algorithmic
We approach publicity like journalists, not growth hackers. We look for the story, the cultural hook, the right publication, the right editor, and the right moment.
What We Do
Creative Writing & Editorial Strategy
Newsletter development
Book proposals
Preorder campaigns
Content calendars
Creative writing support
Developmental editing
Ghostwriting
Creative Writing & Editorial Strategy
Press releases
Talking point development and refinement
Media strategy
Media outreach
Podcast placement
Byline strategy and placement
Newsletter collaborations
Editorial positioning
Media relationship development
Marketing & Media Strategy
Goal setting
Branding
DIY marketing classes
Marketing coaching
Writing classes
Content strategy
Promotional strategy
Brand partnerships
Store placement
Community & Events
Event coordination
IRL brand activations
Virtual events
Strategic partnerships
Community-building initiatives
Live classes on creative writing and DIY publicity
Hands-On Support
Rooted Relations can provide hands-on support through (human!) assistants, project coordination, media outreach, content development, and implementation.
Selected Clients
Road Recovery
Coffee launch · Food & beverage · Recovery Rocks
Greg Downs
Substack launch · Finance column · Book preorder campaign · AFTER bylines
Kristin Horstman
Podcast strategy · 3 podcast placements
Ash Davidson
Substack launch · Komen · Autostraddle
Sydney Allen
Substack launch · Book proposal · Literary agent · Business Insider · Sober Curator · AFTER
(parentheses)
Punch · CBS · BevNET · The Daily Pour · Spirits & Distilling
As Featured In
CBS · NPR · PBS · The New York Times · BevNet · Punch · The Daily Pour
About Tawny
Tawny Lara founded Rooted Relations in 2024 after building a career as a journalist and author in New York City. As one of the first sober influencers, she created The Sober Sexpert online persona, wrote a book, and became her own publicist. She landed features on Dan Savage, NPR, PBS, CBS, New York Times, and more. While she loved the work and her altruistic mission, she eventually burned out on the relentless cycle of self-promotion and obsessing over “personal branding.” She eventually learned how to balance online life with IRL life, both personally and professionally.
Along the way, she became obsessed with houseplants, and more specifically, taking care of their roots. She started thinking about her online and offline life the same way she thought about her plants: it’s easy to obsess over what’s blooming above the soil, but what really matters is what’s happening underneath. Are the roots healthy? Is the soil nourishing? Is there enough room for the roots to grow?
That became the foundation for how she approaches marketing in a healthy, sustainable way.
At Rooted Relations, we believe the glossy stuff is fun. The big feature, the killer campaign, the fierce launch party—we love all of it. But the bloom is only as healthy as the roots beneath it. We help you tap into what’s already rooted rather than chase what’s trending.
LET’S CHAT
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get featured on podcasts
establish yourself as an expert
learn DIY publicity instead of paying a publicist thousands of dollars a month
learn how to position your product/expertise to grab media attention
pitch essays and press releases to editors
get your product in stores and pop-ups
connect with gatekeepers who will help spread the word about the cool shit you’re doing
identify different ways to pitch traditional media (news, tv, magazines) and new media (podcasts, newsletters, social media)
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swap likes and comments for an email marketing campaign that people actually click on
move your existing blog or email list into a newsletter platform
create a content calendar that feels inspiring but not feel overwhelming
collaborate with likeminded newsletter writers to spread the word about your work
distill your ideas into quippy copy that keeps readers engaged without feeling too salesy
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create a sustainable marketing plan to launch your book, podcast, or product
get your hard work featured in the media, on podcasts, and with like-minded folks who will smash that order button
draft a compelling press release and learn who to send it to
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get your books, beverages, and other goods sold in stores
email shop owners a brief one-pager that explains why your product belongs in their store
create and nurture retail relationships by scheduling in-store events to connect with the community (which results in repeat sales)
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traditional publishing vs self-publishing
book proposal audits + coaching + editing
find a literary agent who’s obsessed with your book
ensure your voice is heard and your work reaches its intended audience
card decks are having a moment in publishing. read all about it!
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have a bunch of research and ideas floating around your head but don't know what to do with it? i got you.
let’s break it all down into manageable pieces
identify the main themes or questions your research/idea addresses
organize your findings into categories, which will help you see connections and gaps in your knowledge
get your ideas published!
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swap likes + comments for an email marketing campaign that people actually click on
learn how to make sense of what your business does and who your target audience is
identify how to reach your audience through focused media strategy and content creation that doesn’t feel cringey (hint: i’m going to nudge you to start a newsletter!)
clarify your “why me, why now” in your brand messaging
pick my brain!
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pitch editors and write killer subject lines so they actually open their email
negotiate your rates to get paid for your work
mix your unique story idea with zeitgeist appeal to write the perfect pitch
check out my column, Behind the Pitch.
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learn tangible tips to bring your project to life
dream big, but also keep it real. let’s break down your big ideas into action items you cross off your to-do list
get over imposter syndrome so you can just fucking do the thing you wanna do
Tawny Lara, AKA The sober sexpert, is also available for public speaking.
Available for Panels & Speaking Events
To Book Tawny for speaking events please reach out to dubbs@thankyouforcomingout.com