April 2, 2009

Promote Your Group Coaching Program with 10 Newsworthy Ideas

If you want to fill your group coaching program, you need to reach out to your target market in a variety of ways. And one of the best - and cost effective - means is to write press releases and send them to the media that your perfect prospect reads, listens to or watches.

Press releases have been the standard method of disseminating news for decades, and every editor has learned to both loathe and rely on them. Some outlets like USA Today receive up to 8,000 or more releases a week, and they diligently peruse each and every one when properly submitted.

Why a release and not a pitch or a phone call? A news release is what an editor expects to see, and is the primary method of communicating your news to media editors, regardless of media format. Plus, according to the 800 journalists I recently interviewed for The Inside Scoop, if you want media coverage, you need to be using a press release. It's what they want.

Essentially, you must use a press release if you want to get the word out to the media about your news.

Unfortunately there are many people, who are not PR professionals, now littering the media desks with frivolous and un-newsworthy news releases. These releases are immediately round-filed by editors and their assistants because it is clearly unrelated to their audience, or is incorrectly formatted as an "advertorial," or is simply not news.

Reasons for this increase are directly related to the popularity of email dissemination over fax and snail mail, and the advent of press release submission services that don't always monitor the worthiness and relevance of the releases they send.

So what is newsworthy?

Being newsworthy means writing a properly formatted release that includes an engaging headline and announces something new. It's supposed to be news, not an advertisement, and must be worded that way.

Some ideas of newsworthy releases for your group coaching business include:

  1. A new group coaching program
  2. An old program with a new name or branding
  3. A new version of an old program
  4. A new application of an older program
  5. New bonuses available for an old product or program
  6. A new blog or website
  7. A speech or presentation given by you as an expert
  8. An expert opinion on any subject
  9. Awards or honors given to those in your group program
  10. Awards or honors given to your program or business

Whether you are sending your own releases, utilizing a PR firm, or simply working with a press release distribution company, the only reason to send a press release is when you really do have something to announce.


Shannon Cherry is the publicity/media expert for Group Mastery. Known as The Power Publicist, she helps coaches, entrepreneurs, consultants and solo professionals attract more clients and customers through the power of publicity.

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May 8, 2009

Beverly Mau @ 9:07 am

Looking for quality info on press releases, and, I love that you feature Shannon Cherry. This post is neat because it is well written and every little bit of each bullet is a really, really important reminder of how PR is for us all, not just the big reporters.

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