For coaches looking to scale their businesses while navigating the challenges of attracting new leads, understanding modern PR (Public Relations) and LinkedIn strategies can be a game-changer. PR is no longer just about "spin" or crisis management - it’s about creating intentional, ethical, and impactful communication strategies that build trust and authority in your niche. Pair that with LinkedIn’s powerful networking and personal branding capabilities, and you have the perfect toolkit to elevate your coaching business to the next level.
In a recent discussion with Don Mlan, a seasoned PR and content marketing expert, the nuances of integrating PR with LinkedIn strategies were explored in depth. Here’s a transformative take on how you can leverage these tools to attract clients, build credibility, and scale effectively.
At its core, PR is how you communicate with your audience, whether as an individual coach or as a business. It’s not just about damage control or media relations anymore; modern PR is about positioning yourself as a thought leader, creating meaningful narratives, and fostering authentic connections with your audience. As Mlan explains, PR functions across the PESO Model - a framework comprising Paid, Earned, Shared, and Owned media. The PESO Model® was created by Gini Dietrich of Spin Sucks. Understanding these components is essential for crafting comprehensive strategies:
By combining these elements strategically, you can shape public perception, increase visibility, and connect with the right audience.
One of the most common misconceptions about PR is that it begins and ends with press releases. While press releases are still valuable tools, they’re only effective when they tell a compelling, data-driven story. Mlan highlights that bad press releases are dead, but great ones can be pivotal in gaining media attention. The key lies in creating press materials that are newsworthy, concise, and aligned with your audience's interests.
In today’s world of shrinking newsrooms and evolving digital channels, PR isn’t about "spray and pray" tactics - sending generic pitches to hundreds of journalists. Instead, it’s about building personalized relationships and crafting unique stories that resonate with specific journalists or outlets. For example, offering exclusive data or insights can make your pitch stand out in a crowded inbox.
For coaches, this means looking beyond traditional media relations and viewing PR as a holistic effort that includes branding, thought leadership, and leveraging owned channels like blogs and webinars.
If PR is about crafting the right narrative, LinkedIn is where that narrative meets your audience. While many professionals treat LinkedIn as a passive job-hunting tool, Mlan argues that it’s a critical platform for building authority and expanding your reach.
Your LinkedIn profile is your first impression. It should reflect a strong, polished professional image that communicates your expertise and value proposition. Start by ensuring these key elements are optimized:
Just as a great PR strategy tells a cohesive story, so should your LinkedIn profile. Treat it as an extension of your personal brand.
To create impactful content on LinkedIn, Mlan suggests using a "three-pillar" approach. This involves categorizing your content into three key themes that represent your expertise and interests. For coaches, these could look like:
This balanced approach ensures that your audience sees you as an authentic and multidimensional leader, not just someone promoting services.
LinkedIn is also a powerful networking platform. One standout strategy Mlan shares is the commenting strategy: actively engage with posts from individuals or organizations in your target network. Thoughtful comments can initiate meaningful conversations and position you as a voice worth following.
Additionally, LinkedIn's direct messaging feature can be used for strategic outreach. Avoid automation and focus on crafting personalized messages that reflect genuine interest. For example:
When combined, PR and LinkedIn create a feedback loop that amplifies your authority and visibility. For instance:
Here are the most important insights and actionable strategies from the discussion:
For coaches aiming to scale their businesses, the combination of PR and LinkedIn offers a powerful pathway to attract clients, build authority, and expand your reach. By adopting ethical, strategic, and personalized approaches, you can turn these tools into transformative assets for your coaching career. Remember, success lies in the balance - nurture relationships, tell compelling stories, and stay consistent in your efforts.
The possibilities are endless when you embrace these strategies with purpose and precision. Start small, stay authentic, and watch as you connect with the clients and opportunities that align with your vision.
Source: "The Surprising Reason Your PR Strategy Isn't Getting Results" - DoneMaker, YouTube, Sep 23, 2025 - https://www.youtube.com/watch?v=IxAUguIlJ-k
Use: Embedded for reference. Brief quotes used for commentary/review.
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