Writing a press release

One of the best ways to advance your coaching practice is to be featured in the media.

It may seem a bit arrogant to think about trying to attract media attention, but it is just the opposite. Working with the media to get your message out is nothing more than good marketing practice. And as surprising as it sounds, you are helping the journalist with his or her job as well.

The search for something newsworthy

Journalists are looking for things that appeal to their readers. The key is to know how to reach the right media people and share with them some information that is indeed useful for their readers.

Use your network of contacts to find people who work in the media or who have been featured in the media at some point in their career. Ask them questions and pick their brains about the best ways to approach the media and increase your chances of being featured in some way.

Only the newsworthy need apply

The biggest mistake most coaches make is thinking anything they send to the media will immediately be picked up and featured under a big headline. The reality is that media outlets are constantly bombarded with promotional pitches, so the key to making yours stand out is to offer something that is truly newsworthy.

So what exactly is newsworthy? The answer to that question depends on the media outlet and the audience they serve. This means you have to target your message to the specific needs of each media resource. To come up with something newsworthy you can promote, here are some things you can do:

• Make a list of your successes from the last year
• Jot down any unusual situations or innovative solutions you have encountered in the last year
• Note if there are any common themes you’re seeing among your clients
• List any awards or other recognition which you have won or for which you have been nominated
• If you have an interesting story to tell about your path to becoming a coach, write it down and share it

© Copyright Hannah McNamara