EPISODE 4: WHY A PR STRATEGY IS ESSENTIAL FOR EVERY COACH (& HOW YOU CAN GET STARTED)
by Simone Sauter
Have you ever wished you build an amazingly successful coaching business, just like those other professionals in your niche?
They’ve built themselves a rock-solid reputation, they have a massive social media following, they get an impressive number of hits to their website each month and they never have to worry about getting enough clients to pay the bills.
Jealous? Don’t be.
You can achieve exactly the same amount of media coverage, position yourself as an expert and get more clients simply by using the power of PR. It doesn’t have to cost a penny and it will transform your coaching business beyond your expectations.
Today, I want to explain quickly what PR actually is and bust a couple of PR myths you probably heard about. I’ll also tell you how you can do your own PR and why you should get started today.
Click on play and listen to this episode:
WHAT IS PR?
PR or public relations is simply how you and your business relate to the public. It’s how you convey your message to different kinds of people – those people you want to reach.
As a coach, there will be three types of people that are important to you:
- Your ideal client
- Multipliers like journalists, blogger, blogger, podcaster, and social media influencers
- Employees (if you have them.)
When you build a PR strategy, you’ll carefully control how you communicate your message and relate to the public. The key is to be precise what your message is and whom you want to reach. Then you just need to learn to pitch yourself and that’s it.
OWNED VS EARNED VS SHARED MEDIA
Let’s talk for a moment about the different ‘types’ of public relations so you can understand the influence you have on your message.
There are three main ‘types’ of public relations. These are owned media, earned media and shared media.
Owned media refers to the communication channels that you can control. This includes things like your website, blog, podcast, email newsletter, and so on. You can control exactly what you share through these channels and directly influence the message you want to get across.
Earned media is, as the name suggests, media you earned. It’s when someone else talks about you and your business (e.g. a magazine).
Shared media refers to your ability to reach your audience through content sharing on social media platforms, so platforms you don’t own.
It’s very simple.
So, to recap…
PR is how you relate to the public and how you convey your message.
There are parts you can influence like with owned and shared media, and there are parts where you cannot influence the message which is earned media.
MOST COMMON MYTHS ABOUT PR
I also want to bust some myths around PR, because as a PR strategist, I hear the same things again and again which simply aren’t true. Here they are:
1) You need to hire someone to do your PR
This is one of the main reasons why many coaches don’t do PR and end up losing so many opportunities to grow their business. They think that it’s impossible to do it by themselves, which is not true.
Honestly, this is one of the most annoying myths I hear on a regular basis. Actually, you are the best person to do your PR because you know your business like no one else. And PR isn’t rocket science – I can teach you.
2) Doing PR is complicated and hard
It’s actually the opposite! I’m the living proof. You don’t need to have a degree in journalism or PR to create an effective PR strategy and make it work. Because PR is simply about building relationships.
Learn how to pitch yourself to journalists and influencers, leverage social media, create compelling content and make use of easy tools like SEO. Then integrate these simple strategies into your daily online activities and you’ve got it made!
I know many people don’t do this because it can all seem very complicated when you’ve never done it before. But actually, it’s very easy to learn and even easier to make work for your coaching business.
3) PR isn’t worth the investment
Can you honestly say that PR isn’t worth the investment when you’ve just heard what I’ve achieved with it?
It’s much more worth the investment than advertising. Advertising is fast, that is true, but you also have to learn how to do it so that you can have a decent ROI (return on investment).
With PR you can try more things, you can really see what works and what doesn’t work. Yes, it’s a long-term investment, but it’s very worth putting your time and effort into. Besides, it doesn’t really take that much time.
Of course, in the beginning, it can take some time to get the ball rolling. But once you get your PR strategy in place and things up and running, it just comes naturally.
WHY SHOULD YOU GET STARTED NOW?
I’ve said it before and I’ll say it again: PR is free publicity.
Remember, advertising is what you say about yourself and PR is what other people say about you. The latter is much better for your credibility.
It doesn’t matter whether you’re promoting your one-on-one coaching, your coaching products, or whatever, PR will help you get more visibility.
This means you’ll increase your traffic, boost your social media following, get more website traffic and, most importantly of all, get more clients.
You’ll get more speaking opportunities when people start finding you. They’ll invite you or they’ll welcome you with open arms when you pitch yourself to them because they will see that you have a great reputation as a coach. If you’re not visible, you don’t have a reputation.
You’ll also get opportunities you never thought of. I mean, I never thought that Cosmopolitan magazine would message me and say, “Hey, we’re about to write an article about heartbreak and we found your website, so would you please give us an interview?” I mean, that’s insane. I would have never imagined that, but it happened.
And last but not least, with PR you become a recognized expert in your niche which again, translates to more credibility, more clients, more opportunities and more time and freedom.
HOW CAN YOU GET STARTED WITH YOUR OWN PR?
There are six very easy ways you can get started with PR and build your own PR strategy. These include the following:
1) Tweak your website
The first thing to consider is your website because your website is the first point of contact for most people. As I said in the last blog, never forget that you never get a second chance for the first impression.
So, make sure you have a professional website and you have all the content on there that you want people to read. Make sure you also have an amazing, stunning, great ‘about me’ page because that’s the first page that especially multipliers and ideal clients will look at the first.
2) Create awesome content
Next, think about the content you create. Think about your ideal client and what content would appeal to them. Consider how you want to convey your message to this audience.
Really think, do you want to do a podcast? Do you want to do a blog or video? Then use this content and optimize it by really getting yourself into SEO.
Become familiar with general SEO, but also SEO that works for each of your content platforms. If you start a blog, become familiar with SEO for blogs. If you’re on Pinterest, get familiar with how SEO on Pinterest works.
Yes, it does take a bit more time to create search engine optimized content, but it’s so much worth it.
3) Build a social media following
Now that the world has gone digital, it’s even more important to build a social media platform that works for you and your audience. Focus on one platform and get really good at it.
Educate your ideal clients and followers through your website, through your email marketing and all the other tools you use and encourage them to follow you on this one platform.
4) Build relationships
Relationships are powerful, so it’s also important to build relationships and pitch yourself. There are different ways you can do that. I’d start with following people on social media and see what other people talk about. Then pitch yourself for a guest article or for a podcast interview or invite someone else to come to your podcast for an interview.
Learning how to pitch yourself is really an art in itself. Make sure that, before you click ‘send’, you imagine that this message is coming to you. How would you react?
Now let me tell you, I have more than 100,000 monthly readers and there are a lot of people who want to guest post on my blog. It’s very annoying when people just write me a one-liner and saying like, “Hey, my name is Simone, can I guest post?”
There’s no information about what they want to talk about, what their website is, how they found me, or why they want to post on my website or whatever.
I don’t answer those kinds of messages anymore because they’re too time-consuming for me.
On the other hand, there are also people who write me 2000 words and explain to me why they want to be on my website, which can be equally annoying and time-consuming.
So just really picture how you can best introduce yourself.
What do you do? What is your website? What do you want to talk about on the blog or the podcast? Why are you sending the pitch?
Don’t say you want to be on someone’s website because they have so much traffic and you’d really like to build your business. That is honest, yes. But that’s not really how it works.
Try to write something like, “I really love your podcast. I follow your episodes. I really liked [mention specific episode] so I’d love to become a guest on your podcast.”
And most importantly:
Make sure you add value!
5) Do some public speaking
Another way of doing great PR is public speaking. So, if you’re into standing on stage and sharing your message there, then make sure that you include public speaking in your PR strategy.
You can do this by building relationships, or you can just look up different Facebook groups who offer speaking opportunities. Find groups of like-minded individuals, go to networking events, connect with people and see if you can speak at this event the next time when it’s hosted.
6) Write a book
Last but not least, you can write a book. This was something that helped me to grow my business and also to position myself as an expert in my niche.
There are different ways to do this. You can do self-publish it or you can also publish it with a publishing house.
It’s important to think about your goals at this stage. If you want to make real money with your book, then I would self-publish it. If you want to use it to build your reputation and to become a recognised expert, aim for a publishing house. People generally know that it’s more difficult to get a contract with a publisher than to self-publishing, so you’ll gain extra credibility if you go this route. But that’s up to you. It depends on your goals.
Create amazing content, work those social media sites, build relationships, get yourself an awesome website, and consider public speaking to build your reputation, position yourself as an expert in your niche and get clients with ease.
If you need support with setting up your PR strategy, work with me!
SHARING IS CARING
Probably you already heard me saying how vital SEO is to become visible online. One crucial aspect of that is that my content is shared. So if you like what you heard/ read, please share with the social media buttons on this page. Thank you so much!
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