Creating resolutions and establishing goals to guide you is a customary tradition as we bid farewell to the past and enter the new year. This practice not only serves as a valuable self-motivator, but also enables us to enter the new year with a clear sense of purpose and plan of action. As a coach, goal setting and establishing strategies to meet those goals in a measurable way are likely second nature to you and something you apply to grow your coaching practice regularly.
One method that can support the growth of your coaching practice but is outside of many coaches’ comfort zones is media relations. When applied consistently, a media presence can be a powerful way to raise your profile and demonstrate your coaching expertise to audiences you may otherwise struggle to reach.
The start of a new year is a perfect time to stretch yourself to support your business in new ways! To help you get started, here are a few media relations resolutions to consider, depending on your current level of media relations activity.
Stay Informed About Industry Trends
In an increasingly digital world, news trends come and go in a flash. Staying current on industry trends is a foundational habit for anyone wishing to pursue opportunities to serve as a source, contribute bylines, or otherwise engage in media relations.
You can do this by reading widely within the media for your specialization and paying attention to the patterns you notice from one to the next. Whether that be the technology sector, C-suite leadership, or women navigating a divorce, specialized media and beat reporters are covering it. You can also add depth to your understanding of trends in your niche by participating in conferences, webinars, and other events. Social media is also an impactful tool to keep up with trending topics.
As your understanding of the landscape deepens, you’ll find you have even more to contribute to the conversation. As these ideas and perspectives take form, this may be the perfect time to offer yourself as a source!
Establish Rapport With a Relevant Journalist
As a coach, you support clients on their journey to navigate various situations and challenges in their daily lives. Whether related to their personal life, career, or otherwise, your expertise is vital to their decision-making. This expertise can also make you a valuable source for journalists in your niche.
This may sound daunting, but an easy place to start is by picking a single reporter who covers topics relevant to the focus of your coaching practice and committing yourself to paying attention to their coverage and building a relationship through periodic touchpoints.
When you find the right reporter, follow them on social media and read their published articles regularly to keep up with their coverage. Your first goal is to familiarize yourself with their reporting focus, style, and perspectives. Additionally, follow the reporter on any social media you’re active on, and pay attention to their posts.
As opportunities arise, comment on their social posts, and share their articles with your own comments about the topic (positive ones!) and tag them. Occasionally, as it feels appropriate and authentic, you can even send the occasional email to compliment them on an article that really resonated with you. Take this time to share your relevant expertise and offer yourself as a source for future articles they write on topics related to your specialization. Not only are you developing your brand awareness, but you’re establishing yourself as a trustworthy source offering to help make the reporter’s job easier.
Level Up to Consistent Media Outreach
If you have already begun to establish yourself as a thought leader and built relationships with key journalists, you may be ready to level up your media relations resolutions.
There are many ways to keep expanding upon your established media presence. Consider expanding your commitment to media relations by trying your hand at one of these media relations opportunities. One way to do this is by sending a proactive pitch on a potential news story that you believe aligns well with a set of reporters in your niche.
Or, if you are more confident in writing than in an interview, you could seek out opportunities to contribute content to outlets in your niche. Many outlets are eager for articles written by experts in their field. To learn about what an outlet is looking for and what kinds of opportunities exist, look for contributor guidelines on the outlet’s website.
Over time, your efforts will turn into earned placements, which will compile into a thought leadership profile.
Bolster Your Media Relations as a Coaching Expert in 2024
As you plan for the year, implementing these media relations resolutions is not just a commitment to personal growth but also a strategic investment in the success of your coaching practice. Remaining informed of industry trends, establishing rapport with key reporters, and working your way to a proactive media relations strategy are steps that can enable coaches to navigate the dynamic media landscape with authenticity, credibility, and adaptability. By creating resolutions and setting goals, you can strengthen your commitment to enhancing your coaching presence, building lasting connections with your audience, and staying at the forefront of your industry.
