Ask a consultant

Q We are a coaching organization providing one-on-one and group coaching, along with coaching certification and training. We frequently hear amazing success stories of clients achieving their dreams and would love to share these stories publicly. What steps can we take to get publicity for our work and attract more people to our organization and more students?

JENNIE ANTOLAK

PRESIDENT, LEARNING

JOURNEYS

A In developing a communication strategy, the three most important components are message, media and frequency.

In terms of message, user endorsements from existing clients are a powerful communication tool, as long as they come across as authentic, unbiased and credible. To speak to your prospective clientele, I suggest that you first understand the needs your clients expressed when they were contemplating joining your programs. Ask what problems they sought to address and then determine what skills your coaching programs taught them and how those skills have made a difference in their professional lives. Reflect on how you have been able to identify client needs, provide customized solutions and help them achieve their dreams. If you have a broad client portfolio, you also want to highlight how you are able to meet the needs of a diverse set of clients in different industries.

Your choice of media depends on your target audience. Identify their media-consumption habits and try to have a strong presence in outlets that give your company good exposure.

AVINASH MALSHE, PH.D.

ASSISTANT PROFESSOR

OF MARKETING

UNIVERSITY OF ST. THOMAS