PR & Marketing Coach for Musicians & Actors2020-09-14T23:37:38+00:00


You Have The Power To Change Lives With Your Talent!

Are You Driven To Succeed, But Lack A Strategic Plan?

I can help you BUILD CONFIDENCE, ATTRACT SUPER FANS & ACHIEVE BIG GOALS so that you can cultivate a thriving career in the arts, without feeling overwhelmed or doubting yourself. If you want to stop letting FEAR and a LACK OF KNOWLEDGE hold you back, I can empower you with strategies to propel you to the next level.

Book A Free Discovery Coaching Session

Photograph by Diane Foy


  • waking up every day MOTIVATED, INSPIRED and CONFIDENT in what your next steps are to move your career to the next level.
  • AUDITIONING with confidence knowing that you are putting your best self forward.
  • knowing how to market yourself AUTHENTICALLY and building GENUINE CONNECTIONS with audiences.
  • being better equipped to handle criticism or the unavoidable career lows by knowing your MOTIVATION.
  • BOOKING QUALITY WORK that inspires you and showcases your talents.

You know what you want, but getting to the next level seems overwhelming, I know. Especially when the way it currently looks for you is ANYTHING but easy.

If you are honest, it downright SUCKS.


  • are feeling completely OVERWHELMED wasting time, money and energy working on what you think you should be doing, but the lack of AUDITIONS, GIGS, and INDUSTRY CONNECTIONS leave you frustrated and defeated.
  • have tried EVERYTHING, like attending industry conferences and workshops, and even reached out to experts for advice, but you still feel CONFUSED as to what course of action is right for you.
  • struggle with visioning your future for even one year because you leave things to chance and don’t have a STRATEGIC ACTION PLAN.

  • know social media is important but your LACK OF KNOWLEDGE on how it works or what to post leaves you frozen in FEAR or you are posting a lot, but simply not seeing results.
  • struggle with ANXIETY and SELF-DOUBT, and sometimes wonder if it’s all worth it.

Photograph by Diane Foy

Photograph by Diane Foy

Truth Bomb: This may sound strange coming from a publicist, but hiring a publicist is NOT the answer. Without a solid foundation, publicity will either not produce the results that you want or you won’t be able to maintain the attention beyond those media placements.

Maybe your efforts have given you some great ideas or things you know you “should” do to build that foundation, but you still somehow backslide into old habits or overwhelm.

I know, because I’ve been there and I see my clients struggle with this over and over, which is why I’m so excited to bring all of my expert solutions to YOU with a progress pathway that produces results!

Hello, I’m Diane Foy.

During my 16 years as an ARTS & ENTERTAINMENT Publicist, I have secured international media coverage for hundreds of artists and performers. Although I have represented celebrities, I feel the most accomplished helping INDEPENDENT ARTISTS on their journey. After seeing many of my PR clients struggle to build a career in the arts, I was inspired to become a CERTIFIED COACH.

In all honesty, I was often struggling myself, even though some people thought that I was living the dream. Sometimes I thought I was dreaming when I would find myself at DIDDY’S Grammy Awards after-party at the Playboy Mansion or working a Hollywood red carpet that featured MARK WAHLBERG and LUDACRIS or that time I danced on stage with JANE’S ADDICTION and JOE PERRY in front of 30,000 people at Lollapalooza. Actually, that one I still don’t believe happened even though there is footage on YouTube to prove it.

My point is that no one sees or hears about the down times in between those moments. You may be appearing successful to your friends too with some of the amazing experiences that you have had. For many years, I experienced all the same struggles that I described that you may be going through right now.

I was an entertainment publicist when traditional media was downsizing so much that there were fewer opportunities for the independent artists that I enjoyed working with. ARTIST DEVELOPMENT has vanished from the entertainment industry so you are left scrambling to figure out how to build your career on your own.


My life-long passion for arts and entertainment is my WHY. Helping artists and performers succeed is my purpose in life so I went searching for a solution for both of us to thrive. The day I discovered COACHING as my next calling CHANGED MY LIFE!

I spent over two years studying various types of coaching and PSYCHOLOGY to figure out how to help MUSICIANS & ACTORS with the knowledge and experience that I acquired through 25 YEARS as a CREATIVE ENTREPRENEUR. I began coaching artists and since I know the value of coaching I am in 2 coaching programs that help further my own ambitions. I have figured it out and my process is changing the lives of my clients.

…and now it can change yours!


The Sing! Dance! Act! Thrive! Progress Pathway

You figure out how to SING! DANCE! ACT! and I will help you THRIVE!
Book A Free Discovery Coaching Session

This is a one on one personalized coaching program that will provide you with a step by step pathway to build your profile and get known as a talent to watch!

We will meet 3 times a month virtually on Zoom and go through the phases at your own pace. You may have already mastered some of these phases and we can speed through them, while others may be more of a struggle and require more time and support.

The 6 “C’s” of the Sing! Dance! Act! Thrive! Progress Pathway

  1. Clarity: Vision & Goal Setting
  2. Confidence: Artist Identity & Motivation
  3. Captivate: Personality, Image & Story
  4. Competitive Edge: Niche & Tribe
  5. Content Creation: EPK, Social Media & Storytelling
  6. Communication: People & Media Skills

BONUS C’s: Courage & Creativity

When I was finishing up an album that was years in the making, I wanted to ensure that I maximized its potential with a solid marketing plan.  I had released music in the past without a plan and my goals were not achieved. Now I know that goals without a plan of action are just dreams. Enter the SDAT! Progress Pathway!

I learned strategies for time management and breaking down long term goals into small manageable tasks. As for having a solid marketing plan, I learned that as much as I wished I could just hire someone to do it for me, promotion needs to start with my authentic identity. I needed to take the time to figure out my core values, limiting beliefs, my WHY, and learn how to share my personality and story to connect on a deeper level with my audience. The result was that I was able to successfully launch an LP in a digital world as an Independent Female Artist!

Make a Plan, Work the Plan!  Having a PR and Creativity Coach along the way was paramount to being able to Thrive!

~ Tamara Maddalen, Singer-Songwriter

Kris Allen Photography by Diane Foy

Photograph by Diane Foy


Vision (10-5-1-year vision)

You will get crystal clear on the life and career that you want to have in the future so that you can determine the steps required to make it happen. This allows you to set a timeline for achieving your goals and helps you stay focused and on track.

Goal Setting (1 year, 60 days, 30-day goals)

Setting goals help break down your future vision into achievable steps to get there. By setting goals you have more control over your life and what you can achieve. It provides motivation. As you accomplish short term goals, you will begin to believe that your long term goals are achievable.


Motivation (Your Why)

When you can articulate why you do what you do and why you want what you want, your life’s purpose becomes clear. Your purpose then becomes the driving force that motivates you to achieve your goals and helps you keep going when the inevitable obstacles and setbacks come up. While many others give up, you will have the drive to get back on track no matter what happens.

Artist Identity (Core Beliefs, Values, Purpose)

Identifying the limiting beliefs that have been holding you back from achieving your dreams and replacing them with empowering beliefs will open up endless possibilities. Your core values will become the guiding principles on which you base all of your decisions. You will gain the confidence to know which activities are worth your time and which ones to ignore. Your purpose will guide your strategies and actions so that you can achieve your goals.

Skills, Strengths & Weaknesses

Discovering, appreciating, and cultivating your strengths gives you the confidence to push yourself to make the impact you want to make and receive the rewards you desire. If you wish to grow and improve, it is important to identify your weaknesses that may be holding you back. This knowledge will empower you to learn something new or move past your comfort zone. It can also help you identify the skills and strengths you may want in a future collaborator or team member to make up for the areas that you lack.


Personality (The Big Five, OCEAN)

Understanding your personality type can help you set boundaries for self-care and know which situations allow you to perform your best. Once you understand the OCEAN model you can then evaluate the people in your life to better understand their behavior. This will go a long way in improving your relationships.

Your Story

We will explore your life experiences for facts, inspiration, vulnerability, and meaning. By sharing your dreams, motivation, personality, and experiences you can attract and connect with an engaged audience. You will begin to write a short professional bio for promotional use.


Often your image is the first impression anyone has of you and is a deciding factor on if someone even presses play on your music or invites you to perform. An investment in your appearance can improve your self-confidence, and attract your ideal fans and industry supporters. Expressing your personality through your image gives you a unique edge in a crowded market place.

Before the SDAT Progress Pathway, I struggled to understand how to grow my career in music and film. I was overwhelmed working on so many projects that lacked structure and overall schedule. There are a lot of online courses out there that promise results but seem dodgy, however, after only a few sessions with Diane, I felt that the experience was life-changing.

Phase 2: Confidence made the biggest impact on me as I never really stopped to think about my core values, beliefs, strengths, weaknesses, and most importantly the deeper reason why I was writing the type of music that I do. It impacted my personal life as well as it triggered me to go back to work on my childhood trauma and anxiety.

Now I have the tools and systems in place to achieve my goals and the confidence to communicate and connect with audiences and industry authentically.

~ Nathalie Kraemer, Singer-Songwriter, Filmmaker


What makes you unique?

As an artist, you are an entrepreneur so its important to be clear on your offerings. What products or services do you offer? Where will you offer those products and services? At what price or rate? How will you promote yourself? With this information, you will know how to establish and communicate what makes you special or unique to attract loyal fans and industry supporters for your talent.


It is time for some research. Identify other artists or performers that your ideal audience or industry gatekeepers may see as similar to you or possibly that are where you want to be in your career in a few years. Analyze their strengths and weaknesses, and find a competitive advantage that is both aligned with your vision and relevant to your target audience. You will research key industry to get to know the players and what they are looking for with their projects. You will begin to see where you fit in the industry and marketplace and how you can promote yourself and your talents.

Who is your community?

As much as you want to appeal to everyone with your talents, the more specific you are in who your audience is the more successful you will be at attracting them. Who is most likely to value what you have to offer? This focus will lead to you doing what you are passionate about with people you enjoy working with and for an audience that appreciates your talents.

Duff McKagan Photo by Diane Foy

Photograph by Diane Foy


At this point, you will have so much confidence in what you want, who you are, what you offer and who is most likely to appreciate it. Now we want to share that with the world.


Your website is an electronic press kit for anyone interested in learning more about you. It is a central hub where fans, industry, and media can view your bio, credits, latest news, tour dates, photos, press coverage, listen or watch your performances, link to your socials and gain a sense of who you are and what you offer. You may hire a web designer to build the website, however, you need to provide the content.

Social Media

Social media allows you to reach a wider audience. Fans crave personal interactions with artists and performers and once they receive it they become super fans who will support your projects. Social media is a tool to create these interactions. We will create a system to create content and a 30-day social media plan so that you can share meaningful stories and connect with people on a personal level.

Brand Photography & Stories

As a performer, you know that you need quality headshots and photographs of you to showcase your talents to the industry and media, however, since posting consistently on social media is vital to building your profile you will require a variety of photos.  Photos and the stories that caption them should showcase your WHY, behind the scenes, personal insights, products, services, benefits, and show your personality and interests outside of your career. By collecting and crafting both written and visual stories you will have a powerful advantage over your peers and build solid relationships with audiences.

Hustlers cast Jennifer Lopez, photo by Diane Foy

Photograph by Diane Foy


Social Media Engagement

It is not enough to be posting content daily on your social media platforms, engagement is what turns a casual follower into a loyal fan. You will learn strategies to increase and engage with your audience and get noticed by the industry gatekeepers.

People Skills

Learning how to inspire, influence, and engage people in all areas of your life will transform your interactions and relationships. Effective communication builds trust, increases engagement, and leads to less anxiety and more confidence.

Media Training

I said from the beginning that the singing, dancing, and acting part is up to you so by now you have probably released some new music, scored some acting gigs, or performed in various shows. Learn how the media works, how to make the most of every media appearance by crafting your talking points, and how to steer the interview to get the outcome you want.


Courage and Creativity will be themes throughout all the phases as building and maintaining a career in the arts takes courage. As a creativity coach, I understand the anxiety and internal struggles that come up so you will have support when you need it.

Book A Free Discovery Coaching Session

Before the SDAT progress pathway, I didn’t have a solid plan in place to build my profile and secure more auditions. Just as my acting coach helped me build a process for approaching a character, Diane helped me build a process to tackle the personal and business aspects of my life to keep me on track to reach my goals.

I came to recognize that my fear of failure was holding me back from putting myself out there and becoming a full time working actor. The part of the program that had the biggest impact on me was learning my why as having a clear understanding of why I am pursuing this dream made me focus and draw on that motivation when things get me down. I’m more confident now that I have the tools and support to get to the next level.

~ Chad Allen, Actor, Writer, Director, Producer

Book A Free Discovery Coaching Session


Do I need to be in Toronto or Canada to work with you?2020-03-27T22:24:34+00:00

No, I work with clients across the country and around the world via Zoom. All you need is a computer, a reliable wireless connection and the desire to create positive change in your career.

How is coaching different than consulting?2020-07-14T19:28:45+00:00

The entertainment industry is full of expert consultants that will analyze where you are and offer specific advice for an action plan to follow.  Often they will be involved in executing the plan.

I am a coach who shares expert knowledge and experience on how to succeed in the entertainment industry. I help you figure out what plan of action feels right for you and it is your responsibility to execute the plan.

With a coach, you have support, and guidance to increase self-awareness, encouragement to expand your comfort zone, learn valuable information and strategies, and accountability as you work towards achieving your goals.


How can I invest in coaching when I’m not making any money as a performer?2020-07-14T19:14:18+00:00

With this proven step by step system, you will be achieving your goals faster and with more confidence than you would be figuring things out on your own. A thriving career in the arts is the ultimate goal. By investing in coaching, you are investing in yourself.

What if I am not a musician or actor? Do you work with other artists or industry?2020-07-14T19:30:18+00:00

While helping musicians and actors thrive in the arts is my focus, I am a visual artist and creative entrepreneur that has followed this same system in my own business. The difference is that we non-performers may need to push our comfort zones, even more, to put ourselves out there.  If you are interested in seeing if we are a match to work together please apply for a free discovery coaching session.