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"89 Ways to Write Powerful Press Releases"
Lesson #24: The "free advice"
press release
Anybody--a company, nonprofit,
government agency, butcher, baker or candlestick maker--can write a
press release offering free advice on how to solve a problem that
ties into their product, service, cause or issue.
Here are two big benefits,
particularly if you optimize the press release for the search
engines:
- People searching online for
solutions to the problem you've written about will find you if their search includes
phrases that you used in your release. That means
buyers can find your press release, visit your website and buy
directly from you without first having to learn about you through
the
media.
- Journalists who are doing
research online can also find you and interview you.
 That's what happened to business coach
John Wyche of Fort Lauderdale, Florida, shown at left. He hired
Sharon Dotson of
Bayou City
Public Relations and
FirstPagePressRelease.com in Houston, Texas to write a press
release that was optimized for the phrase “Miami business coach."
(You'll learn more about search engine optimization in Week 10).
Months after the release was posted online, it's still working for
him.
A business reporter from the Miami
Herald found John's press release through the search engines and now
quotes him in stories as a business expert. And a $6 billion media company
that needed a coach and did a Google search for "executive coach
Miami" found John's press release online, contacted him and has since
hired him to do corporate training for its executives.
Notice:
- The long paragraph under the
headline. Sharon repeated the phrase "Miami business coach" so
the search engines would find it.
- The list of 6 abuses and free
advice on what to do if you need to hire a business coach, which
I've highlighted in yellow. A newspaper, magazine, blogger or
anyone else who finds the release can lift those tips and
attribute them to John.
- The great call to action at
the end, which I've highlighted in gray.
Here's the release:
Miami Business Coach – Corporate
Expert Reveals Abuses Behind One of America’s Fastest-Growing
Professions
Miami business coach John Wyche reveals the truth behind one of
America’s hottest--yet most abused--new professions. “The good news
is: Exceptional corporate coaching helps turn dysfunctional
companies around,” he says. “The bad news is: Poor coaching costs
companies time and money--and problems just get worse.”
MIAMI, FL., November 25, 2005 – Miami business coach John Wyche says
executives who want to hire a business coach but are afraid they’ll
get taken for a ride by a do-nothing “expert” probably have
realistic fears. Wyche specializes in coaching business leaders from
prominent mid- to large-sized corporations.
“Some of my colleagues will be unhappy to hear it said aloud, but
there is abuse within the business coaching industry,” says Wyche,
who holds degrees in economics and business from Yale and Stanford.
“Those of us who are trying to make legitimate contributions to the
field know this better than anyone.”
Wyche says there are no legal requirements for becoming a business
coach. “This is nothing like being a certified public account or a
medical doctor where you need a license to practice,” he says. “The
fact is, there are more regulations for barbers and beauticians than
for business coaches. Anyone can wake up in the morning and start
calling himself a professional business coach.”
According to Wyche, the number of coaches is climbing fast. He cites
statistics from the International Coach Federation, one of a number
of certification and training organizations, that show a more than
400% increase since 1995.
“Ten years ago, 1,500 people belonged to the organization. Today,
there are more than 8,000 members, and industry estimates show there
are 20,000 to 40,000 coaches worldwide. Most of that growth has
occurred over the last few years,” Wyche says.
The Miami business coach
cites six common abuses committed by incompetent coaches and the
protections business leaders can use when hiring a coach.
1. ABUSE: The business coach brandishes a coach certification as
prima facie evidence of his coaching competence.
PROTECTION: Look for solid experience and credentials and ask for
references. Certification says nothing in and of itself. Some
certifications are highly regarded within the coaching industry, but
some require little more than a credit card to earn.
2. ABUSE: The coach spouts platitudes and simple solutions to
complex problems (“There is only one way to deal with a difficult
manager. . . “)
PROTECTION: Trust your common sense and ask questions about the
coach’s coaching model, process and methodology. Overnight
turnarounds happen only in the movies. It takes genuine insight and
demonstrated experience to solve problems that have compounded over
time.
3. ABUSE: The coach boasts a high level of experience in all
business areas.
PROTECTION: Remember that no one is good at everything. No coach can
be a top expert in human resources, marketing, public relations,
finance and web technology. If needed, a competent coach knows to
call in other experts to help guide progress.
4. ABUSE: The coach does not have a strong business background but
claims to be well-versed in the latest theories of corporate change
management.
PROTECTION: Seek a coach who offers more than theory. Strong coaches
have significant hands-on experience through the leadership and
consulting roles they have played in various organizations.
5. ABUSE: The coach is not interested in assuming any responsibility
for the outcome of his work.
PROTECTION: The strongest coaches are willing to tie at least some
of their success to measurable business results.
6. ABUSE: The coach insists his wealth of practical experience
compensates for a lack of formal education.
PROTECTION: Just as you would with any employee, check the coach’s
educational background. A formal education is no guarantee of
superior coaching ability but the strongest coaches often have
advanced degrees in relevant areas such as business, psychology and
organizational behavior.
For a
free consultation, call Miami business coach John Wyche of Stone
Ridge Consulting at (954) 315-1716, or visit
http://www.stoneridgeconsulting.com
Since 2001, Miami business coach John Wyche of Stone Ridge
Consulting, provides results-oriented executive coaching in
organizational management and human resources strategy. Wyche
graduated with an MBA from Stanford, a BA from Yale, and is
certified as an executive coach by the Professional School of
Psychology. He has coached business leaders from such companies as
Pfizer, TIAA-CREF, FedEx, the Connecticut Children’s Medical Center
Foundation, and the Broward (FL) Education Communications Network.
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Opportunity #24:
Fund-raising goal
Remember
yesterday's
tip, when I encouraged you to
send press releases throughout an entire fund-raising campaign
letting people know how much was being raised? How about sending out one
last release at the end letting people know whether you met your
goal? Or
if you haven't reached your goal, send a release reminding people
about the deadline for giving. You
see agencies like United Way do this all the time.
Tomorrow: The 'how to use our product' release
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