Coaches can secure media features like podcasts, articles, and news spots without needing a PR agency or a large social media following. The secret lies in crafting effective pitches, leveraging free tools like HARO, and repurposing existing content into media-friendly material. Journalists prioritize engaging stories and actionable expertise over fame or follower counts. Here’s how you can get started:
The difference between a pitch that gets ignored and one that sparks interest often boils down to understanding what journalists are looking for. They’re not necessarily seeking big names or flawless credentials - they want engaging stories, fresh perspectives, and experts who can provide real value to their readers.
Your pitch needs to answer one critical question: Why does this matter right now? The best pitches tie your coaching expertise to timely events, popular trends, or universal challenges that people are talking about.
Start by identifying your unique angle. Are you a career coach who guided clients through layoffs in the tech sector? Or maybe a wellness coach helping remote workers set boundaries? Even your personal journey might hold the key - did you face and overcome a life-changing challenge that led you to coaching? That story could be exactly what a journalist is looking for.
Stay tuned into trends. Timing can make all the difference. For example, productivity coaches can focus on goal-setting during January, while relationship coaches might find opportunities around Valentine’s Day or during the "cuffing season" in fall. Financial coaches can align their pitches with tax season or news about economic uncertainty.
Don’t overlook your client success stories. Did a client double their income, conquer imposter syndrome, or rebuild their life after a major setback? These kinds of human-interest stories resonate deeply. The secret is connecting individual experiences to larger themes that appeal to a broad audience.
Once you’ve nailed down your angle, structure your pitch to grab attention from the start.
Write a standout subject line. Journalists get flooded with pitches every day, so yours needs to shine. Avoid generic lines like "Story Idea" or "Media Opportunity." Instead, highlight the benefit to their readers: "How Remote Workers Are Avoiding Burnout Without Quitting" or "Simple Hacks Helping Entrepreneurs Sleep Better."
• Keep it short - 150 words or less.
Open with a strong hook that immediately shows why your story matters to their audience. Mention a recent article they’ve written to show you’ve done your homework - this small step sets you apart from most pitches.
Organize your pitch with three main elements: the hook, your credentials, and a call to action. Start with the story, not your resume. For example, instead of saying, "I’m a certified coach with a decade of experience", try, "My clients have landed six-figure promotions using a 15-minute weekly networking strategy."
Offer multiple angles or formats. Suggest options that fit the outlet’s style and format.
Attach your media kit or a one-page bio, but don’t make it essential reading. Your pitch should stand alone. A well-crafted pitch not only establishes your expertise but also boosts your credibility. End with a clear next step, like: "I’m available for a quick 15-minute call this week if this resonates with your readers."
Even with a solid pitch, there are some missteps you’ll want to steer clear of.
Pitch a story, not your services. Journalists aren’t interested in promoting your coaching packages - they’re looking for content that educates or inspires their audience. Focus on what readers will gain, using your expertise to deliver that value.
Tailor every pitch to the outlet’s audience. Generic pitches are a one-way ticket to the trash. Research the outlet’s recent content, understand their readers, and customize your angle. A pitch for Entrepreneur magazine, for instance, should sound very different from one aimed at a local lifestyle section.
Don’t overwhelm journalists with attachments or excessive credentials. They don’t need your entire media kit or a list of every testimonial you’ve ever received. Lead with the story’s value and include only the credentials that directly support your ability to speak on the topic.
Avoid tired angles like generic advice on work-life balance. Dig deeper for a fresh perspective. Instead of generic productivity tips, try focusing on strategies for working parents or goal-setting techniques tailored to people with ADHD.
Follow up professionally, but don’t overdo it. Sending one follow-up email after a week is fine. Bombarding them with multiple emails or phone calls after no reply? That’s a surefire way to get blacklisted. Journalists remember overly persistent pitchers - and not in a good way.
Hiring a PR agency can be pricey, but the good news is there are several free platforms that let you connect directly with journalists. These tools give coaches and small businesses a chance to pitch their expertise, much like larger organizations with dedicated PR teams.
HARO is a go-to platform for connecting with journalists, and it’s completely free. Reporters from major outlets like Forbes, CNN, and The New York Times, as well as smaller niche publications, use HARO to find expert sources for their stories.
Signing up is quick and easy at helpareporter.com. Once registered, you can choose categories that match your expertise. HARO sends three daily emails - morning, afternoon, and evening - filled with journalist queries. Speed is key here - many queries close by the end of the day.
When responding to a query, focus on crafting a clear, concise answer that directly addresses the journalist’s needs. Avoid the temptation to oversell yourself. Instead, provide the information they’re asking for, and include your credentials at the end. If requested, attach a professional headshot and your contact details.
Quick, relevant responses often stand out more than lengthy pitches. Keep track of your submissions and note which types of publications respond well to your expertise. This way, you can refine your approach and focus on the outlets that align best with your goals.
Reddit can also be a valuable resource for media opportunities. Subreddits like r/journalism and r/freelancewriters often feature posts from reporters searching for expert sources. Use Reddit’s search bar to find threads with phrases like "looking for expert" or "need sources."
One of Reddit’s strengths is its informal, conversational vibe. By engaging in discussions within your niche, you can gradually build relationships with journalists. Sharing helpful insights regularly might even put you on their radar for future stories.
Facebook groups dedicated to PR and journalism are another great way to connect. Groups like "HARO Helpers & Tips" and "PR & Marketing Professionals" often share media opportunities and advice. Local journalism groups can also be a goldmine if your focus is on reaching regional audiences.
The key to success on these platforms is building genuine relationships. Over time, these connections can lead to referrals and collaborations, extending your reach beyond immediate opportunities.
| Platform | Cost | Response Time | Outlet Quality | Best For |
|---|---|---|---|---|
| HARO | Free | 2–8 hours typical | High (major publications) | Quick expert commentary |
| Free | 24–48 hours typical | Mixed (varies by subreddit) | Building long-term relationships | |
| Facebook Groups | Free | Variable | Mixed to high | Local/regional opportunities |
HARO excels in delivering a high volume of opportunities, particularly for coaches who can respond quickly and effectively. It’s ideal for those seeking coverage in major publications.
Reddit and Facebook groups, meanwhile, offer a slower but more relationship-focused approach. While you might not see immediate results, these platforms can help you establish meaningful connections with journalists and other professionals.
The quality of media outlets varies across platforms. HARO often connects you with major publications, while Reddit and Facebook might lead to opportunities ranging from local newspapers to prominent magazines. A balanced approach - using a mix of these tools - can help you maximize your media exposure.
Ultimately, your success depends on your niche and how you approach each platform. For instance, business or wellness coaches may thrive on HARO, while lifestyle or life coaches might find more traction in Facebook groups. By tracking your results and adjusting your strategy, you’ll discover where your expertise resonates most.
Now that you’ve got tools to connect with journalists, let’s explore how to turn your existing content into compelling media material.
As a coach, you likely already have a treasure trove of content sitting in your files, social media posts, and client records. With a little creativity, these materials can be repurposed into compelling stories for media opportunities. Here's how to transform what you already have into media-ready narratives.
Client success stories are goldmines for media coverage. Every achievement - whether it’s a transformation, a breakthrough, or a milestone - can become a relatable story for audiences facing similar challenges.
Take, for example, a client who made a career pivot. The raw story might be: "My client Sarah transitioned from feeling stuck in her corporate job to starting her own consulting business." To make it media-ready, you could frame it as: "Marketing Executive Leaves Corporate Role to Build a $200K Consulting Practice in 18 Months." The key is to focus on specific, measurable outcomes and timelines. Replace vague terms like "recently" with exact dates, and swap general phrases like "significant improvement" for concrete numbers or percentages.
Your own professional journey can also serve as a powerful narrative. Whether you transitioned into coaching from another field, developed a unique approach, or guided clients through challenging times, these personal stories can catch the attention of journalists looking for human interest angles.
Business and trade publications, in particular, love case studies. For instance, if you helped a small business owner boost revenue by 40% in just six months, that’s a story worth pitching to industry magazines or local business journals. To stay organized, document client outcomes, timelines, and strategies in a simple spreadsheet. This way, you’ll always have a library of media-ready material at your fingertips.
Your existing blog posts and social media content are ripe for repurposing into expert commentary or thought leadership pieces. For instance, a blog post offering productivity tips for remote workers could be reworked into a quote for a Harvard Business Review article on workplace trends.
Start by reviewing your most engaging posts - those with high likes, comments, or shares. These posts reveal what topics resonate with your audience, which can signal to journalists that the subject has broad appeal.
Social media insights can also provide valuable data for media stories. For example, if you’ve observed a surge in anxiety among clients navigating career transitions post-pandemic, this firsthand knowledge could support a journalist’s piece on workplace mental health. Your experience lends credibility and depth to the story.
Educational content is another versatile asset. A blog post explaining a coaching technique could inspire a podcast interview, a magazine quote, or even a segment on a morning show. By tweaking the framing - such as turning a "how-to" post into "Five Strategies for Setting Boundaries from a Leadership Coach" - you can tailor your content to fit different media formats.
To make the process easier, keep an inventory of your best-performing posts, noting their main takeaways, key points, and any supporting data. This makes it simple to reference relevant material when responding to journalist inquiries or crafting pitches.
Not all media outlets have the same preferences, so it’s important to tailor your content to their unique audiences. A story that works for a local newspaper might need a different spin for a national magazine or podcast.
For local outlets, emphasize community angles. For example, a client success story might appeal more to the Denver Business Journal if it highlights how a Denver-based entrepreneur tackled challenges specific to the local market. On the other hand, national publications often look for broader trends and universal applications.
Podcasts thrive on conversational, story-driven content. A blog post about overcoming imposter syndrome could translate well to a career-focused podcast if you include personal anecdotes and emotional insights. Podcast hosts often appreciate guests who can balance vulnerability with actionable advice.
Online publications prefer data-backed content with clear takeaways. For instance, a post discussing delegation challenges for executives becomes more compelling when supported by specific examples and step-by-step solutions.
Trade publications focus on niche expertise. If you coach healthcare professionals, your advice on burnout prevention might be perfect for Modern Healthcare or Physician Practice, even if it doesn’t resonate as much with a general wellness magazine.
Television and radio segments require concise, memorable content. A detailed blog post on goal-setting might need to be distilled into three quick tips that can be explained in under two minutes. Visual media, in particular, values advice that’s clear, actionable, and easy for viewers to implement immediately.
To streamline this process, create a simple system to match your content with the right outlets. Track which types of stories and formats work best for different media channels. This not only saves time but also increases the likelihood of successful placements.
Beyond free tools and repurposing strategies, specialized marketing services can significantly enhance your media presence. Many coaches collaborate with experts who help them build authority and secure media features without the complexity or high costs associated with traditional PR agencies.
Humble Help offers tailored marketing solutions designed specifically for coaches, focusing on boosting online authority and media visibility. Their services include:
These services complement your own media efforts by providing professional execution where it’s most needed.
Humble Help offers flexibility with two models:
For those who want a mix of both, hybrid models combine expert management with personalized support, ensuring you get the help you need while staying involved.
The Brand Boost Package is an entry-level offering for coaches aiming to enhance their online presence and credibility. It includes a range of features designed to turn media exposure into meaningful business growth.
| Feature | Details |
|---|---|
| Price | Free |
| Website Check-Up | Identify areas for user experience and conversion improvements. |
| Design Updates | Fresh, professional layout provided. |
| Press Features | Secure 3 media placements. |
| Content Creation | Includes 3 professionally written blog posts. |
With this package, you'll receive a detailed website check-up to pinpoint areas for improvement, updated design elements to present a polished online image, and media features paired with blog content to establish credibility. It’s a streamlined way to translate media exposure into tangible results for your coaching business.
You don’t need a massive following or an expensive PR agency to land media features. What you do need is a smart, consistent approach. From crafting personalized pitches to using free tools, there’s a clear path to getting your story out there.
To secure media features, focus on these four strategies:
Start small and focus on one strategy at a time. For example, sign up for HARO today and commit to answering three relevant journalist queries this week. At the same time, review your content library and identify two client success stories you can shape into compelling pitches.
Media coverage is within reach for every coach, no matter your audience size or resources. Journalists are actively seeking genuine expertise - exactly what you bring to the table. Package your story effectively, take that first step, and watch the opportunities unfold.
Your first feature could come from something as simple as a HARO response or a local publication pitch. Once you break through, bigger opportunities will follow. Take action today, apply these strategies, and let your expertise pave the way to broader media visibility.
To make your pitch more engaging, it’s important to stay in tune with the latest industry trends. Dive into reports, listen to podcasts, and read articles on emerging topics like AI in coaching or digital transformation. By tying your expertise to what’s currently making waves, you can present a fresh angle that grabs attention.
Another effective strategy is storytelling. Share personal anecdotes or success stories from your clients that connect to these trends. These narratives not only make your pitch more relatable but also demonstrate the real-world impact of your approach.
Lastly, don’t underestimate the power of social media. Posting about trending topics and sharing your insights can increase your visibility and establish your credibility. A strong online presence can make it much easier to catch the eye of a journalist or industry professional.
When reaching out to journalists through tools like HARO, coaches should steer clear of a few frequent missteps:
Investing time in creating thoughtful, tailored, and polished pitches can greatly boost your odds of landing valuable media opportunities.
Coaches can breathe new life into their content by adapting it for different platforms. Take a webinar, for example - it can be repurposed into a snappy blog post, bite-sized social media videos, or even a series of email tips. This not only keeps your content engaging but also gives it a fresh twist for various audiences.
Another smart tactic is to pull out key takeaways or highlights from your original material and present them in a new format. For instance, you could transform a podcast episode into an easy-to-digest article or turn a lengthy blog post into a quick list of actionable tips. By focusing on repurposing instead of starting from scratch, you save time, expand your reach, and keep your message consistent across platforms.
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