Want media coverage but don’t have a big budget or massive following? Here’s the good news: you don’t need a PR team or thousands of social media followers to get featured. Journalists and media outlets are always looking for experts who can offer value to their audiences.
Here’s how you can position yourself as the go-to coach for media opportunities:
Getting featured is about being consistent, prepared, and relevant. Follow these steps, and you’ll build credibility, attract new clients, and open doors to more media opportunities.
Think of your Google Business Profile as your online storefront. It's often the first place potential clients, journalists, or podcast hosts will encounter your coaching business. A polished and professional profile not only makes a strong first impression but also boosts your chances of being noticed when media opportunities arise.
Getting started with your Google Business Profile is quick and simple. Head to business.google.com and log in with your Google account. If you offer remote services, you can set your service area without displaying your personal address - perfect for maintaining privacy while still reaching the right audience.
Verification is a must if you want to unlock important features like responding to reviews, uploading photos, posting updates, and accessing performance insights. Google will determine the verification method (phone, text, or email) based on your business type and location. Keep in mind that unverified profiles have limited visibility, so completing this step is essential.
Accurate and detailed information on your profile not only builds trust with potential clients but also helps Google better understand your business. Make sure your business name matches exactly with your other listings. For example, if your official name is "Sarah Johnson Life Coaching", avoid variations like "S. Johnson Coaching."
Choosing the right business category is critical. Your primary category - like "Life Coach", "Business Consultant", or "Career Counseling Service" - tells Google what you specialize in, while secondary categories can showcase additional services you provide.
When crafting your business description, be specific and clear. Instead of vague statements like "helping people achieve their goals", try something more focused, such as: "I help mid-career professionals navigate transitions and build leadership skills through personalized coaching and group workshops."
Don’t forget visuals! Upload a professional headshot and photos of your workspace to add authenticity and make your profile more inviting. Lastly, include your business hours - even if you’re appointment-only - so media contacts know when they can reach you.
To keep your profile active and engaging, make use of its built-in features. Use the Posts section to share updates like upcoming workshops, news, or success stories that could catch the eye of journalists or potential clients. Respond to reviews promptly, and use the Q&A section to address common questions about your services.
Enabling messaging is another smart move. It allows interested parties, including reporters, to contact you directly during your business hours. Regularly updating your profile and staying responsive not only improves your visibility in local search results but also ensures you’re top of mind when experts in your field are being sought out.
Being prepared with the right materials can make all the difference when a media opportunity comes your way. Journalists often work under tight deadlines, so having professional, easily accessible information about you ready to go is key.
Your bio should be concise, clear, and to the point. Focus on explaining what you do, who you help, and why you’re qualified.
For instance: "Sarah Johnson is a career transition coach who has guided over 200 tech professionals through successful job changes."
Include relevant credentials, certifications, and experience that add context to your expertise. For example, if you’re a business coach with 15 years of corporate management experience, mention it. If you’re a wellness coach with a degree in nutrition, highlight that detail.
Add a personal touch to make your bio relatable, but keep it brief. Something like, "When she’s not coaching, Sarah enjoys hiking with her rescue dog and experimenting with sourdough recipes," strikes the right balance without being overly casual.
Prepare three versions of your bio to suit different needs:
Having these options ready saves time and ensures you’re prepared for any media request.
A well-organized media kit is a must for making a strong impression. Create a folder - either on your computer or in cloud storage - with everything a journalist might need. This preparation not only saves time but also shows you’re professional and media-ready.
Start with high-quality photos. Include at least two professional headshots: one formal (business attire, neutral background) and one polished but more casual. Make sure these are high-resolution (300 DPI) and available in both color and black-and-white. If you have a logo or brand colors, include those files as well.
Add the different versions of your bio and a one-page fact sheet about your coaching practice. This sheet should include:
Include a list of potential interview topics that highlight your expertise. For example, a career coach might suggest topics like "How to ace job interviews in a remote work setting" or "Top salary negotiation tips for women in tech." This makes it easier for journalists to see how you fit into their content.
Store all files in a dedicated folder with clear, descriptive names (e.g., "Sarah_Johnson_Headshot_Color.jpg" or "Sarah_Johnson_Bio_Short.docx"). That way, you can quickly share individual files - or the entire folder - when needed.
Client testimonials are a powerful way to reinforce your credibility. Journalists and media outlets often look for social proof when deciding whether to feature someone, so having strong testimonials in your media kit can make a big difference.
Incorporate testimonial collection into your coaching process. Around the halfway point of working with a client - when they’re seeing results but still actively engaged - ask for feedback. This timing often leads to more enthusiastic and detailed responses than waiting until the end of your work together.
Be specific when you ask. Instead of saying, "Can you write me a testimonial?", try something like:
Specific prompts lead to more meaningful and useful testimonials.
Focus on testimonials that highlight measurable outcomes whenever possible. For example, "Tom’s coaching gave me confidence" is nice, but something like, "After three months of coaching with Tom, I negotiated a $15,000 salary increase and earned a promotion to senior manager," carries much more weight with media outlets.
Always get permission to use testimonials publicly. When you receive a great one, send a quick follow-up: "Thank you for this wonderful feedback! Would it be okay if I use this testimonial on my website and in media materials?" Most clients are happy to agree, and asking shows professionalism.
Include your best testimonials in your media kit, and consider creating a separate document with more detailed case studies. These success stories can be especially helpful when pitching feature articles or securing longer interviews.
To grow your media presence, focus on finding outlets that align with your expertise and target audience. Start with local options and then branch out to specialized publications in your coaching niche.
Local media outlets are often the easiest and most effective way to begin. They’re always on the lookout for community stories and local business leaders, making them more approachable and quicker to respond than national publications.
Newspapers and business journals are great starting points. Many cities have publications like the Phoenix Business Journal or Crain’s Chicago Business, which regularly feature entrepreneurs and service providers. These outlets often run columns on topics like career advice, wellness, or small business tips - perfect for showcasing coaching expertise.
Community websites and neighborhood blogs are another excellent resource. Platforms like Patch, NextDoor’s business sections, and local lifestyle blogs often highlight interesting work by community members. These outlets connect you with local audiences who could become clients or refer others to you.
Local radio stations are also worth considering, especially morning shows that feature community segments. Many stations include weekly business spotlights or wellness discussions, offering a relaxed and conversational way to share your expertise.
To stay organized, create a simple spreadsheet to track these opportunities. Include the outlet name, editor or producer contact details, and notes about the type of stories they cover. Most local media websites have staff directories or "About Us" sections to help you find the right contacts.
Once you’ve established a presence locally, you can shift your focus to niche publications that align with your coaching specialty.
Specialized publications are ideal because their readers already have an interest in your field. These outlets are always looking for fresh insights from experts.
Career and professional development publications like Harvard Business Review, Fast Company, and Inc. often feature coaching content. While these are competitive, they welcome pitches from coaches offering unique perspectives. Smaller platforms like The Muse, Glassdoor’s blog, or trade-specific magazines can be easier entry points.
Wellness and lifestyle publications are a great match for coaches focusing on areas like mindfulness, nutrition, or work-life balance. Outlets such as Well+Good, Mindful, or regional wellness magazines often feature coaches who share practical advice. Many of these publications also have newsletters and online communities that reach large audiences.
Business and entrepreneurship publications are perfect for coaches working with executives or business owners. Publications like Entrepreneur, Forbes (especially their contributor network), and SmartBrief regularly publish expert advice and how-to articles from coaches.
Don’t forget about podcasts in your niche. Many hosts are eager to feature new voices, and appearing on a podcast can lead to further opportunities. Platforms like PodMatch and MatchMaker.fm can help you connect with podcast hosts looking for experts in your field.
Before pitching, research editorial calendars and submission guidelines for each publication. Many outlets list upcoming themes or special issues on their websites, which can help you tailor your pitch and choose the right timing.
Workshops and educational content not only position you as an expert but also create opportunities for media coverage. Local organizations often promote their events, giving you a chance to expand your visibility.
Chambers of Commerce and business networking groups frequently host educational events. Offering workshops on topics like "Building Confidence in Career Transitions" or "Effective Communication for Remote Teams" can establish you as a go-to expert. These organizations often highlight speakers in their newsletters, websites, and social media.
Libraries and community centers are excellent venues for free educational programs. These spaces attract a diverse audience and often collaborate with local media. A workshop on "Managing Job Search Stress" or "Setting Healthy Boundaries" could draw attention from community reporters.
Professional associations and industry groups are another avenue. Career coaches can connect with local HR associations or professional women’s groups, while business coaches might target entrepreneur organizations or industry-specific groups.
For a broader reach, consider online educational platforms like MasterClass, Skillshare, or LinkedIn Learning. While competitive, having a course on one of these platforms enhances your credibility and provides valuable material for media pitches.
Document your workshops with photos, attendee feedback, and participation numbers. This content can support future media pitches and showcase your ability to engage audiences effectively.
To succeed, focus on where your ideal clients consume information. Executives might read business journals, while parents navigating career transitions might follow parenting blogs. Align your outreach with their habits, and you’ll increase your chances of securing meaningful media coverage.
After identifying your target outlets, the next step is crafting pitches that grab attention and highlight your expertise. A strong, well-thought-out pitch can make all the difference between getting noticed or being overlooked - even if you don’t have a huge following or a dedicated PR team.
Your pitch needs to be short, easy to read, and straight to the point. Journalists receive an overwhelming number of pitches daily, so yours must stand out.
Keep your pitch under 150 words and attach your media kit as a PDF rather than pasting everything into the email. A clean, focused email is more likely to catch an editor’s eye. For even better results, tie your pitch to timely, local events.
Timing is everything. Journalists are always looking for experts who can connect their insights to what’s happening now.
Editors are more likely to feature experts who understand their audience and can provide insights tailored to local challenges.
Once you’ve sent your pitch, don’t let it fall into a black hole - follow up, but do it strategically.
When you do land a feature, make sure to nurture that relationship. Send a thank-you note after publication, and stay in touch with editors who showed interest, even if they didn’t use your pitch. Offer yourself as a resource for future stories in your area of expertise.
Finally, measure success beyond just getting published. Track whether media coverage brings in client inquiries, speaking engagements, or other opportunities. This helps you focus on outlets that drive real results for your business. Building media relationships takes time, but consistent, thoughtful outreach positions you as a trusted expert. Over time, this effort will not only boost your visibility but also strengthen your reputation in your field.
Getting featured as a coach isn’t out of reach - it’s about sticking to the basics and showing up consistently. The strategies in this guide work because they help you stand out as a trustworthy, approachable expert who understands your local market and delivers real value.
Your Google Business Profile is a must-have. This is often the first thing people see in local searches. Make sure it’s complete, updated regularly, and filled with positive client reviews. This simple step alone can boost your visibility without costing a penny.
You don’t need to break the bank on materials. A clear, concise bio, a simple one-page media kit, and a few strong client testimonials are enough to make a great impression. Focus on showcasing your expertise and results rather than getting caught up in fancy designs.
Think local and specialized. Community papers, niche industry magazines, and regional business outlets are always looking for experts. These platforms are more likely to feature you and connect you with an audience that matters.
Relevance beats generic every time. Tie your pitches to timely topics like seasonal trends, local happenings, or breaking news. A well-timed, specific pitch will always stand out.
Start by taking action today. If you haven’t already, set up or review your Google Business Profile. Fill out every section, upload professional photos, and post updates weekly to stay active and relevant.
Next, pull together your media kit. Write a short, 150-word bio that highlights your qualifications and the results you’ve delivered for clients. Add three to five strong testimonials and a professional headshot. Keep it simple but polished, and update it as you grow.
Then, identify five local media outlets where your ideal clients are likely to find you. Look into your city’s business journal, lifestyle sections of local newspapers, or regional magazines. Take note of the experts they feature and the types of stories they cover.
Start small and build momentum. Your first media mention might be a short quote in a local article, but that’s just the beginning. Each feature adds to your credibility, making it easier to secure more opportunities. Over time, this creates a snowball effect, boosting your reputation and attracting more clients to your coaching practice.
To grab the attention of the media using your Google Business Profile (GBP), it's important to ensure your profile is complete and accurate. Add up-to-date details, high-quality photos, and a captivating description of your coaching services. Sprinkle in keywords that align with your niche to boost your visibility in search results.
Keep your profile fresh by regularly sharing client success stories, testimonials, or updates about your coaching practice. Positive reviews from happy clients can build trust and make you stand out. An active, well-maintained GBP not only improves your chances of appearing in local searches and Google Maps but also makes it easier for journalists and media outlets to discover you.
A well-crafted media kit can help new coaches leave a lasting impression. Here's what to include:
Make sure your media kit is polished, easy to navigate, and visually engaging so media outlets and collaborators can quickly recognize your value.
Start by digging into local newspapers, community newsletters, industry blogs, and niche podcasts that your ideal clients are likely tuning into. Look for platforms that connect with your coaching niche or cater to the audience you want to reach.
When you're ready to reach out, focus on crafting personalized pitches. Show how your expertise aligns with their content and how it adds value to their audience. Keep your message short, engaging, and tailored to their specific interests. Building genuine relationships with journalists or editors can also go a long way in increasing your chances of getting featured.
And here's a tip: Quality trumps quantity. It's better to target a handful of well-suited outlets than to spread yourself too thin by pitching to everyone.
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