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Elevate your personal brand to grow your business with smart PR
Building a successful coaching business takes more than expertise and client results. Top coaches stand out through smart PR, yet many struggle to get noticed by the right publications and platforms. Without the right strategy, your wisdom stays hidden while other coaches grab the spotlight.
Missing media opportunities means watching others land the speaking slots, podcast interviews, and press coverage that could boost your profile. But you can fix this today with a practical PR plan that puts you in front of dream clients.
Most coaches would benefit from media attention but lack a real plan to get it. A solid PR strategy opens doors to opportunities that transform your coaching business. Here’s why you need one, starting today.
Publications and podcasts need expert voices. When you show up regularly in respected outlets, potential clients see you differently. They come to you pre-sold on your expertise, making sales conversations easier.
A smart PR plan puts you in front of audiences who already trust these platforms. When Forbes quotes you on leadership or Inc features your business advice, that credibility transfers directly to you and your coaching practice.
Media coverage changes how prospects value your time. Coaches featured in top publications can charge more than equally skilled peers who stay in the shadows. Your press coverage becomes proof that supports higher rates.
Think about when you last checked a potential service provider’s website. Seeing logos of major media outlets where they’ve appeared likely influenced your opinion – your future clients make the same judgments.
Strong media presence brings a steady stream of ideal clients to your door. Instead of chasing prospects, they find you through articles, interviews and features. These leads come pre-qualified, having discovered you through trusted sources.
Smart PR puts your message in front of larger audiences than social media alone. While LinkedIn posts might reach thousands, a single article in the right publication can reach millions, turning readers into leads.
PR opens paths beyond trading time for money. Media exposure leads to speaking opportunities, book deals, course sales and other scalable coaching offers. These revenue streams work while you sleep, freeing you from the limits of hourly coaching.
Speaking slots at major conferences often go to coaches with strong media profiles. Your media appearances compound over time, with each feature making the next opportunity easier to land.
Creating your PR plan doesn’t require a big budget or PR agency. Here’s your practical guide to getting started and landing those first media opportunities.
Start by listing 20 publications, podcasts, and platforms where your target clients get their information. Check what topics these outlets cover and who writes about your area of expertise. Look for recent articles or episodes about coaching, leadership, or your specific niche.
Follow these writers and producers on social media. Read their work, listen to their shows, and understand their angles. Keep a simple spreadsheet tracking outlet names, key contacts, and the topics they favour.
Journalists need angles that grip their audience. Write down the key moments that shaped your coaching journey and the specific problems you solve. Pull out unusual details, surprising results, and memorable client transformations.
Test different versions of your story on LinkedIn. Note which elements get the strongest response and refine your pitch around these points. Your story needs to serve the outlet’s audience, not just promote your services.
Build a simple media page on your website with everything journalists need. Include your bio, headshot, areas of expertise, and sample interview topics. Add links to previous media appearances and downloadable photos. Add this link prominently on your website, ideally from the top navigation and footer links.
Package your client success stories into ready-to-use case studies. Include specific numbers and results where possible. Make it easy for time-pressed journalists to quote you accurately.
Set up a weekly system for finding media opportunities. Subscribe to Help a Reporter Out (HARO) and similar services. Block 30 minutes each morning to scan and respond to relevant requests.
Create a calendar of key dates and trends in your industry. Plan pitches around these moments when outlets need expert commentary. Track submission deadlines for major publications and speaking opportunities.
Create a media outreach document that records every stage of your PR work. Log each pitch sent, including the outlet, journalist name, date, topic, and the exact angle you used. Track responses, follow-ups, and outcomes. Note which subject lines got replies and which pitches turned into features.
Once coverage lands, record metrics like shares, comments, and traffic spikes. Most importantly, track all enquiries that mention each piece of coverage. Note which topics and outlets drive the most qualified leads. Some coverage might look impressive but generate few enquiries, while smaller outlets might send better prospects.
Keep tabs on where your best clients first discovered you. Ask new leads how they found you during sales calls. Add this data to your tracker to spot which media opportunities deliver real business value, not just vanity metrics.
Turn each piece of coverage into multiple assets. Pull out key quotes for LinkedIn posts, reshape main points for Twitter, and create carousel posts breaking down your insights. Write a blog post expanding on points you couldn’t fit in the interview.
Add fresh media mentions to your website and email signature with “As featured in…” Send coverage updates to your email list, focusing on insights rather than self-promotion. Use coverage clips in your speaker reels and pitch decks for bigger opportunities.
Save strong quotes and snippets from your features to use in future pitches. When approaching similar outlets, mention relevant coverage to show you understand their audience. Build a bank of proven talking points that resonate with different publications.
Build relationships before you need them. Comment thoughtfully on journalists’ LinkedIn posts – add to the discussion rather than just congratulating them. Quote tweet their articles with your added perspective. Reply to specific points in their newsletters if they have one.
Follow their work across platforms. Many journalists share story requests on Twitter or discuss upcoming pieces on LinkedIn. Subscribe to their Substacks or personal blogs. Send brief emails with genuine feedback on recent articles – point out something specific that resonated or added value.
Remember they’re busy – keep communications brief and relevant to their beat. Share industry data or client trends they might find interesting. Mention if you spot their work featured elsewhere. Build genuine connections rather than just pitching. Consider what you can give before you ask for coverage.
AI can be used in many ways in your marketing endeavours. But Coachvox creators have a strong track record of securing press with their AI versions. Having an AI clone serving hundreds or even thousands of clients using your coaching frameworks and content is groundbreaking.
Your AI can also help create social media posts to help maintain consistency on the platforms PRs and journalists hang out on.
Start with one publication or podcast that matches your expertise. Research their recent coverage and draft your first pitch. Focus on how you can add value to their audience. We have more detailed information about podcast guesting as a growth strategy.
Set up your basic press kit this week. Even a simple media page helps you look professional when opportunities arise. Remember, building media presence takes time, but each small step moves you closer to becoming the go-to expert in your field.
Your existing knowledge and client results deserve attention. A strategic PR plan puts your expertise in front of bigger audiences, bringing opportunities that transform your coaching business. The sooner you start, the sooner you’ll see results.
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