CASE STUDY: Scott Doniger & ‘HIJACKED’
The Challenge
Scott Doniger changed careers later in life to follow his passion for sharing the benefits of Internal Family Systems (IFS) therapy and somatic healing. As he stepped into this new chapter, his PR goals were threefold: establish credibility and awareness through earned media and podcasts, secure speaking opportunities (including collaborative workshops at wellness resorts) and strategize and execute the launch of his new book, HIJACKED: Getting to Know Our Parts and Why They Take Us Over.
As a counselor and mental health advocate, Scott was navigating a significant professional transition. With the release of HIJACKED, he needed to introduce his voice to the right audiences, clearly articulate his approach to emotional regulation, and position himself as a trusted thought leader in the mental health space. The challenge was amplifying his message in a crowded wellness landscape while ensuring it reached people actively seeking meaningful, grounded healing work.
The Work
Scott partnered with Vigilante PR to develop and execute a tailored public relations strategy. The VPR team provided comprehensive support, including:
Message Development: Crafting compelling, consistent messaging to communicate Scott's expertise and the value of his book.
Book Launch: Vigilante PR planned and executed the launch of HIJACKED: Getting to Know Our Parts and Why They Take Us Over to align with Mental Health Awareness Month, maximizing relevance and cultural momentum.
Media Outreach: VPR secured earned media across local and niche outlets by positioning Scott’s work in Internal Family Systems therapy through timely, accessible storytelling. We leveraged his ongoing work with the University of Colorado to create a credible entry point for local coverage and took a broader stance on more general, national stories on mental health.
Speaking Opportunities: Identified and pursued speaking engagements aligned with Scott’s expertise, prioritizing platforms that value support both awareness and long-term career growth. VPR also targeted wellness resorts and retreat centers to position Scott for collaborative workshops and immersive programming tied to his therapeutic approach.
The Results
The campaign delivered impactful results:
16+ Media Hits:
Book Launch: Coverage in prominent local outlets, such as a feature interview in The Longmont Leader, a television appearance on KDVR’s Great Day Colorado, and inclusion as one of the Daily Camera’s Top Ten New Books.
Scott was also interviewed on multiple notable podcasts, including Empowered Through Compassion, Therapy Chat and Psychedelic Therapy Frontiers.
Speaking Opportunities:
VPR identified and pursued wellness resorts aligned with Scott’s workshop offerings. As a result, at the time of publishing, we secured bookings for Scott at two high-profile destinations for the 2026 calendar year.
Scott's collaboration with VPR has set a strong foundation for his career transition, establishing him as a trusted voice in the mental health and healing community. Discover Scott’s work and explore HIJACKED: Getting to Know Our Parts and Why They Take Us Over here.
