You are an expert in your coaching niche, but you don’t have to be an expert in media relations, too. Just as your clients hire you for your specialized knowledge, you can partner with a team that lives and breathes public relations. An author PR agency for coaches acts as an extension of your team, handling the strategic outreach required to build your brand. They leverage their industry connections and storytelling skills to translate the wisdom in your book into media features. This partnership allows you to focus on what you do best—coaching—while they work behind the scenes to build your authority, increase your visibility, and create new opportunities for your business.
Key Takeaways
- Use PR to Build Your Brand, Not Just Sell Your Book: The primary goal of author PR for a coach is to establish you as a leading authority in your field. A great agency uses your book to secure media placements that attract ideal clients and create new professional opportunities.
- Be an Active Partner in Your Own Success: Your PR agency handles the outreach, but your unique insights and expertise are what make a story compelling. Be prepared to collaborate closely, provide valuable content, and make yourself available to get the best results.
- Choose a Specialist, Not a Generalist: The right PR agency understands the unique goals of a coach. Look for a firm with a proven track record of securing media placements for authors in your niche and a collaborative style that feels like a true extension of your team.
What Does an Author PR Agency Do for Coaches?
If you’ve poured your heart and expertise into writing a book, you know the work doesn’t stop once you type the final word. Now, you need to get it into the hands of people who need your guidance. That’s where an author PR agency comes in. Think of them as your strategic partner, dedicated to sharing your story and message with a wider audience.
Unlike general marketing firms, an author PR agency specializes in the literary world and understands how to position you—the coach—as the go-to expert in your field. They focus on getting you and your book featured in media outlets, from television spots to prominent online publications. Their goal is to build a bridge between your published work and your coaching business, turning readers into clients.
Defining an author PR agency
At its core, an author PR agency is a specialized public relations firm that helps authors and entrepreneurs gain media exposure. For a coach, this means they don’t just promote your book; they promote you. Their primary objective is to secure features for you and your work on television, in podcasts, and in digital and print publications.
An agency like Leverage with Media works to translate your book’s message into compelling stories that journalists and producers want to share. They handle the pitching, follow-up, and relationship-building required to land these opportunities, positioning you as a thought leader and amplifying the expert advice you share in your book and your coaching practice.
How PR agencies support a coach’s unique goals
As a coach, your book is more than just a book—it’s a powerful tool for client acquisition and brand building. A PR agency understands this. They tailor their strategy to meet your specific business objectives, whether that’s selling more books, attracting high-ticket clients, or landing speaking gigs. Every media placement is a strategic move to support these goals.
This targeted media coverage helps drive qualified traffic to your website and can directly impact business outcomes by generating new leads. When potential clients see you featured as an expert in a respected publication, it builds instant credibility and gives them a compelling reason to seek out your services. It’s about transforming your author status into tangible business growth.
Key Services an Author PR Agency Provides
A great author PR agency does more than just send out press releases. They become a strategic partner, offering a suite of services designed to build your brand as a coach and thought leader. Their work is about creating a comprehensive narrative around you and your expertise, using your book as the cornerstone. Understanding the key services they provide will help you identify a partner who can truly support your goals, from landing major media features to securing high-profile speaking gigs. Let’s look at the core offerings you should expect.
Media outreach and placements
This is the bread and butter of public relations. Your agency will leverage its network of contacts to get you featured in media outlets that your ideal clients trust, including podcasts, online magazines, and even television segments. They handle the pitching, follow-up, and coordination, positioning you as the go-to expert in your field. A good firm doesn’t just secure placements; they focus on opportunities that align with your brand. They also know that tracking the volume of media coverage is essential to show a clear return on your investment and justify the PR efforts.
Content strategy and creation
Your book is a powerful piece of content, but it shouldn’t be your only one. A PR agency will help you develop a content strategy that extends your message through bylined articles, op-eds, and guest blog posts. They work with you to brainstorm ideas and can even help with writing and editing, ensuring every piece reinforces your authority. This strategy isn’t just about visibility; effective PR campaigns that use strategic content can directly generate leads for your coaching business. By consistently sharing your expertise on relevant platforms, you build a library of assets that works for you long after a launch campaign ends.
Social media management
An agency can help translate your media wins and thought leadership into compelling social media content. This goes beyond simply posting a link to your latest interview. They’ll help you craft a narrative, engage with your growing community, and build a platform that reflects your expert status. Your social channels become a hub for your brand, where potential clients can connect with you directly. These digital engagement indicators are more than just likes and comments; they provide real-time feedback on how your message is resonating with your audience, allowing you and your team to refine your approach and deepen your impact.
Book promotion and publishing support
While you’re the author, you don’t have to be the sole promoter of your book. An agency provides critical support during your book launch and beyond. They will pursue book reviews, arrange interviews focused on the book’s themes, and create targeted campaigns to drive sales. Their goal is to build and sustain momentum, keeping your book in the conversation long after its release date. A successful author PR campaign is measured by more than just initial buzz; it’s about creating a lasting impact on book sales, website traffic, and audience growth, turning readers into dedicated followers and potential clients.
Speaking engagement opportunities
For many coaches, speaking is a powerful way to connect with an audience and attract high-value clients. A PR agency can actively pitch you for speaking opportunities at conferences, corporate events, and industry workshops. They position your book as your calling card, proving you have a well-developed message that audiences want to hear. As our team at Leverage with Media knows, a PR agency can arrange speaking jobs that not only lead to more book sales but also put you in rooms with your ideal coaching clients. These engagements solidify your expert status and create a direct pipeline for your business.
How PR Can Build Your Coaching Brand
You’ve poured your wisdom and experience into a book, creating a powerful tool for your coaching business. But a book on a shelf—virtual or physical—can only do so much on its own. Public relations is the strategic process of connecting your message with the people who need to hear it most. It’s how you move from being a coach with a book to becoming the go-to authority in your niche.
Effective PR isn’t about chasing fame; it’s about intentionally building a brand that commands respect, attracts opportunities, and resonates with your ideal clients. It’s the bridge between your expertise and a wider audience. By securing placements in media outlets your target clients already trust, you build a foundation of credibility that marketing alone can’t buy. A well-executed PR strategy amplifies your voice, solidifies your authority, and creates a lasting impact on your coaching career.
Establish yourself as a thought leader
A thought leader doesn’t just have good ideas; they shape the conversation in their industry. Your book is the starting point, but PR is what broadcasts your perspective to the world. When you contribute to articles, appear on podcasts, or offer expert commentary in the news, you’re not just promoting yourself—you’re demonstrating your deep expertise. A strong presence in the media helps you build trust and show that you are a true expert in your field. This consistent visibility positions you as the first person journalists, event organizers, and potential clients think of when your topic comes up. It’s about earning a reputation for having valuable insights that others want to share.
Increase your visibility and credibility
There’s a big difference between telling people you’re an expert and having a respected publication do it for you. That’s the power of earned media. Getting media coverage is one of the best ways for coaches to become more visible and establish themselves as leaders. Unlike advertising, earned media is a third-party endorsement that you can’t buy. When a potential client sees your name in a magazine they read or hears you on a podcast they love, it creates an instant layer of trust. This credibility is invaluable. It shortens the sales cycle because clients come to you already convinced of your authority, making the decision to work with you much easier.
Attract your ideal clients
PR is most effective when it’s targeted. The goal isn’t just to get media hits; it’s to get the right media hits that drive measurable business outcomes like leads and partnerships. A feature in an industry-specific journal read by your ideal clients is far more valuable than a mention in a publication with a broad, general audience. A strategic PR agency will help you refine your messaging and identify the podcasts, publications, and platforms where your dream clients are already spending their time. This focused approach ensures that your newfound visibility translates directly into high-quality inquiries from the exact people you want to serve.
Develop a powerful online presence
Every media feature you earn becomes a permanent asset for your brand. You can share articles on social media, add publication logos to your website, and include links in your email signature. This creates a powerful and cohesive digital footprint that reinforces your expertise at every touchpoint. These digital engagement indicators provide clear feedback on how your audience is responding to your PR activities. An “As Seen In” banner on your website acts as 24/7 social proof, building confidence in visitors from the moment they land on your page. PR helps you create a library of content that consistently works to build your brand online.
How to Choose the Right Author PR Agency
Choosing a PR agency is a lot like hiring a key team member. You’re not just buying a service; you’re investing in a partnership that can shape your brand’s future. The right agency will feel like an extension of your team, championing your story and connecting you with the audiences you want to reach. But with so many options out there, how do you find the perfect fit? It comes down to asking the right questions and looking for specific qualities that align with your goals as a coach and author. Let’s walk through the key factors to consider so you can make a confident decision and find a partner who truly gets your vision.
Review their experience and track record
Talk is cheap, but results speak for themselves. Before you sign any contracts, take a close look at an agency’s past performance. Do they have a portfolio of successful campaigns for authors and coaches like you? Ask to see their client case studies and examples of media placements. A reputable agency will be proud to share their wins.
When you’re reviewing their work, think about the metrics that matter. As Forbes notes, a key performance indicator is “media coverage reach, which tracks how many people saw your brand’s message.” This gives you a tangible way to measure the potential impact of their efforts on your brand’s visibility.
Look for industry specialization
You wouldn’t hire a plumber to fix your car, right? The same logic applies to PR. A generalist agency might not grasp the nuances of the coaching industry or understand what makes your book unique. You need a team that specializes in working with entrepreneurs and authors.
A specialized agency already knows the landscape. They have relationships with the right journalists and producers and understand how to frame your story for outlets that your ideal clients actually consume. They know how to position you as a thought leader in your specific niche because they’ve done it before for clients just like you.
Assess their communication and collaboration style
A PR partnership is built on trust and open dialogue. You need to feel comfortable with the team you’ll be working with day in and day out. A successful relationship depends on strong communication and mutual effort.
During your initial conversations, pay attention to how they listen and respond. Do they seem genuinely interested in your goals? Ask about their process: Who will be your main point of contact? How often will you receive updates? A great agency will feel like a true collaborator, keeping you in the loop and working with you to refine your message. You should feel like you’re working with a dedicated team of experts.
Align on budget and investment
Let’s talk about money. It’s essential to have a clear understanding of the financial commitment from the very beginning. Think of PR as an investment in your brand’s growth, not just an expense. A good agency will help you understand the potential return by tracking key metrics that show a “path to profitability.”
Be direct and ask for a full breakdown of their PR packages and fees. Are you paying a monthly retainer or a project-based fee? Are there any additional costs for things like media monitoring tools? Transparency is key, so make sure you’re comfortable with the terms before moving forward.
Evaluate their network and connections
An agency’s greatest asset is its network. Strong relationships with journalists, editors, and producers are what open doors and get your story heard. An agency’s connections can significantly enhance your visibility and credibility, turning your expertise into valuable earned media.
Don’t be shy about asking which media outlets they have strong ties to. You want to see that their network aligns with your goals. Take a look at their recent press placements to get a feel for the kinds of opportunities they secure for their clients. A well-connected agency can get your pitch to the top of the pile.
Get the Most Out of Your PR Partnership
Hiring a PR agency is the start of a powerful collaboration, not the end of your involvement. To truly see the results you’re looking for, you need to be an active partner in the process. Your expertise, combined with an agency’s strategy and connections, is the formula for success. Think of your publicist as a co-pilot; they can steer the plane, but they need you in the cockpit to provide the destination and insights. When you and your agency work in sync, you create a partnership that can build incredible momentum for your brand, your book, and your coaching business.
Set clear goals and expectations
Before your agency sends a single pitch, you need to define what success looks like for you. Getting your name in a top-tier publication is exciting, but what business goal does it serve? The most critical PR KPI for entrepreneurs is how it drives measurable outcomes like leads or partnerships, not just media hits. Are you aiming to sell out your next coaching program, secure paid speaking engagements, or attract investors? Be specific. By establishing these goals upfront, your agency can build a targeted strategy and you’ll have a clear benchmark for measuring your return on investment.
Provide valuable content and insights
Your PR team are experts in communication, but you are the expert in your field. They need your unique insights to create pitches that stand out. Effective PR campaigns generate leads by positioning you as the go-to authority, and that requires substance. Be prepared to share your frameworks, your opinions on industry news, and the powerful stories behind your book. The more valuable content you provide, the more your publicist has to work with. Take a look at the recent press we’ve secured for our clients; it all started with their willingness to share their expertise.
Lean into your unique coaching perspective
In a crowded market, your distinct voice is your greatest asset. Don’t be afraid to be specific, have a strong opinion, or focus on your niche. Trying to appeal to everyone often means you appeal to no one. Your unique coaching perspective is what will make a journalist choose your story over hundreds of others. PR is just as crucial for growing businesses as it is for established giants, and your authenticity is what will differentiate your brand. We believe every author has a powerful story, and our job is to help you share it with the world.
Stay actively involved in the PR process
A successful author-publicist relationship requires communication and effort from both sides. While your agency will handle the heavy lifting of outreach and coordination, your active participation is essential. This means being responsive to requests, making yourself available for interviews, and providing timely feedback on press materials. When you share your media wins on your own social channels, you amplify the agency’s efforts. Your engagement shows that you are a committed partner, which energizes your PR team and makes you a more appealing expert for media contacts to work with. This collaborative spirit begins with your very first consultation call.
How to Measure Your PR Success
Investing in PR is a significant step, so you’ll want to know it’s working. Measuring success isn’t just about seeing your name in print; it’s about understanding the real-world impact on your coaching brand and business goals. When you and your agency are aligned on what success looks like, you can track your progress, refine your strategy, and see how media attention translates into new clients and opportunities. A clear measurement plan turns your PR efforts from a hopeful expense into a strategic investment.
Identify your key performance indicators (KPIs)
Before your campaign even begins, you need to define what you want to achieve. Key performance indicators, or KPIs, are the specific, measurable metrics you’ll use to track your progress. Think of them as signposts on the road to your goals. While every coach’s objectives are different, a great starting point is media reach. As noted by the Forbes Agency Council, tracking how many people saw your brand’s message is a critical KPI. Other meaningful KPIs for a coach could include an increase in discovery call bookings, a jump in newsletter subscribers, or more inquiries for speaking engagements after a media placement goes live.
Consider your return on investment (ROI)
Calculating the return on your PR investment can feel less straightforward than with other marketing efforts, but it’s entirely possible. The key is to look at both direct and indirect returns. A direct return might be tracking how many people who read your feature in a magazine then purchased your book or signed up for a coaching package. An indirect return is the long-term value of building your brand. This includes enhanced credibility, stronger name recognition, and positioning yourself as the go-to expert in your field. Tracking these partnership KPIs helps you connect the dots between a media mention and a tangible impact on your bottom line.
Track media coverage and audience reach
One of the most concrete ways to measure your PR efforts is by tracking your media placements. Your agency should provide regular reports on where you’ve been featured, whether it’s in online publications, podcasts, or TV segments. Tracking the sheer volume of this coverage gives you a quantifiable value to justify your PR investment. Beyond quantity, you should also consider the quality and relevance of each placement. A feature in a top-tier publication read by your ideal clients is far more valuable than dozens of mentions on irrelevant blogs. Your agency can also provide data on audience reach, which estimates how many people your feature was exposed to.
Analyze engagement on your content
A media placement is just the first step; what happens next tells you if your message is truly connecting with people. Analyzing digital engagement provides direct feedback on how your audience is responding to your PR activities. After a feature is published, look for spikes in your website traffic using tools like Google Analytics. Check your social media for an increase in followers, comments, and shares on posts related to your media appearance. These digital engagement indicators are proof that people aren’t just seeing your name—they’re taking the next step to learn more about you and your coaching services. This is how you know you’re building a community, not just an audience.
7 Author PR Agencies That Understand Coaches
Finding the right PR partner is a critical step in sharing your message and growing your coaching business. You need an agency that not only understands the publishing world but also gets the specific goals of a coach—building authority, connecting with an audience, and turning readers into clients. A great PR agency acts as a translator, taking the core concepts from your book and turning them into compelling stories that the media wants to share. This process is about more than just getting your name out there; it’s about strategically positioning you as the definitive expert in your niche. When you find the right fit, your agency becomes an extension of your team, dedicated to amplifying your voice and impact.
The good news is that you don’t have to go it alone. Many agencies specialize in exactly this kind of work. They have the experience and connections to transform your book’s message into tangible media opportunities that build your brand. To help you get started with your research, we’ve put together a list of agencies known for their excellent work with authors, entrepreneurs, and coaches. Each one offers a slightly different approach, from integrated publishing and marketing to pure-play media relations. This list will help you see what’s possible so you can find the partner that best aligns with your vision and goals. Think of this as a launchpad for finding the team that will help you tell your story to the world.
Leverage with Media PR
At Leverage with Media, we specialize in creating personalized PR strategies for non-fiction authors, CEOs, and founders. We believe that your story is your most powerful asset, and our entire approach is built around sharing it authentically. We work closely with our clients to secure meaningful media placements that establish them as the go-to experts in their fields. Our focus is on building long-term brand authority, not just short-term buzz. You can see the results we’ve achieved for our clients, which include features in top-tier media outlets that drive real business growth.
Smith Publicity
Smith Publicity is a powerhouse in the world of author promotion, with a strong focus on making their clients newsworthy. They have a deep understanding of how to position a book and its author to capture media attention. For coaches, this is invaluable. Their team excels at creating comprehensive national and international campaigns designed to make you and your message visible. If your goal is to become a recognized and engaging voice in your industry, their author promotion services are designed to help you get there by securing high-impact media coverage.
JKS Communications
Known for its tailored PR strategies, JKS Communications puts a heavy emphasis on the art of storytelling. They understand that for a coach, connecting with an audience on an emotional level is key to building trust and credibility. Their team works with authors to refine their narrative and articulate their unique value in a way that resonates with both the media and potential clients. By focusing on crafting a compelling story, they help coaches stand out in a crowded market and build a brand that lasts.
Greenleaf Book Group
Greenleaf Book Group offers a unique, integrated model that combines publishing support with marketing and branding services. This is an excellent option for coaches who are looking for a partner to guide them through the entire process, from book production to promotion. Their holistic approach ensures that your book and brand are perfectly aligned from day one. By handling both distribution and strategic marketing, they help authors build a powerful platform and leverage their book to achieve broader business objectives, making them a strong all-in-one choice.
Advantage Media Group
Now operating as Forbes Books, Advantage Media Group is focused on helping entrepreneurs and executives build authority. They understand that for a coach, a book is a powerful tool for brand-building. Their process is designed to help you position yourself as a thought leader, which is essential for attracting high-value clients and speaking opportunities. They offer a structured program that helps authors use their book as a cornerstone for a much larger brand strategy, effectively turning your expertise into influence.
PRLab
Specializing in public relations for entrepreneurs and authors, PRLab offers customized campaigns that are a great fit for coaches. They recognize that no two experts are the same and provide tailored strategies to match your specific goals and niche. Whether you’re looking to secure placements in industry publications, appear on podcasts, or build your social media presence, their team can create a plan to get you there. Their focus on customized PR for authors ensures that your unique message and coaching perspective are at the forefront of every campaign.
Real News PR
Real News PR excels at creating compelling narratives that grab media attention. Their team is skilled at finding the newsworthy angle in any story, which is a huge asset for coaches looking to share their insights with a wider audience. They focus on what they call “real news,” meaning they work to develop stories that are timely, relevant, and interesting to journalists. This strategic approach can help you secure valuable media placements that not only enhance your visibility but also solidify your credibility as an expert in your field.
What to Really Expect from Author PR
Investing in public relations is a major step for any coach, and it’s important to go in with your eyes wide open. While a great PR agency can be a game-changer for your brand, some common misconceptions can lead to disappointment. Let’s clear the air and talk about what you can realistically expect when you partner with a publicist. Understanding the process is the first step toward a successful and rewarding collaboration.
Myth: “PR is only for famous authors.”
This is one of the most persistent myths out there. The truth is, you don’t need to be a household name to benefit from PR. In fact, public relations is essential for building the foundation that gets you there. It’s not just for large companies with massive budgets; it’s a powerful tool for any coach who wants to build credibility and connect with their audience. PR helps you tell your story, share your expertise, and establish yourself as a thought leader in your niche. Think of it as the engine that builds momentum, helping you reach new audiences long before you hit the bestseller list.
Myth: “PR delivers overnight results.”
While we all love a good success story, PR is a long game. It’s about building genuine relationships with journalists, editors, and producers, which doesn’t happen overnight. A publicist needs time to understand your story, craft compelling pitches, and find the right media outlets that align with your brand. Meaningful coverage requires patience and consistent effort. Instead of expecting a flood of interviews in the first week, think of PR as a strategic, long-term investment in your brand’s reputation. The momentum you build over months will create a lasting impact that far outweighs any short-term buzz.
Myth: “A great book is all you need for recognition.”
Writing a fantastic book is a huge accomplishment, but it’s only the first step. In a crowded market, even the most brilliant book needs a push to get noticed. PR is a critical piece of the marketing puzzle, but its primary role is to generate awareness and build credibility, not to drive sales directly. It creates the authority and visibility that makes people interested in you and your book. When a potential client sees you featured in a major publication, they’re more likely to trust your expertise and buy your book. PR provides the air cover that makes all your other marketing efforts more effective.
Myth: “The PR agency does everything for you.”
The best author-publicist relationships are true partnerships. Your agency brings the strategy, media connections, and PR expertise, but you bring the most important ingredient: you. Your story, your insights, and your unique perspective are the heart of any successful campaign. A successful partnership requires communication and effort from both sides. You’ll need to be available for interviews, provide thoughtful content for pitches, and stay engaged in the process. The more you invest in the collaboration, the better your results will be. The first step is always a conversation to ensure your goals align, which is why an initial consultation call is so important.
The Lasting Impact of PR on Your Coaching Career
Public relations is more than just a promotional tool for your book; it’s a long-term investment in your entire coaching career. While a great book is a powerful asset, PR is the engine that carries its message—and your expertise—to the world. The right strategy doesn’t just create a momentary spike in attention; it builds a foundation for sustained growth, credibility, and influence that will serve you for years to come. Think of it as building a legacy. Each media feature, interview, and speaking engagement is a building block that strengthens your brand and solidifies your position as a leader in your field. Let’s look at the tangible ways this investment pays off.
Expand your reach and influence
As a coach, your message has the power to change lives, but only if people can hear it. PR places your story and insights in front of audiences you couldn’t reach on your own. Getting featured in major publications or on popular podcasts introduces your coaching philosophy to thousands, or even millions, of potential clients. This isn’t just about numbers; it’s about connecting with the right people. A key way to measure PR impact is by tracking media reach, which shows how many people saw your message. This expanded reach is the first step to building true influence and establishing yourself as the go-to expert in your niche.
Create new professional opportunities
A single media placement can be a catalyst for incredible new opportunities. When a potential client or event organizer sees you featured in a respected outlet, it instantly validates your expertise. This credibility can directly lead to an influx of high-ticket coaching clients, invitations for paid speaking engagements, corporate training contracts, and even lucrative brand partnerships. Effective PR campaigns are designed to generate these kinds of business outcomes. We’ve seen our clients at Leverage with Media land major opportunities after a strategic feature. It transforms you from one of many coaches into a sought-after authority whose phone starts ringing with offers you never thought possible.
Achieve sustainable brand growth
One-off media hits are exciting, but the real magic of PR lies in its ability to create sustainable, long-term growth. Each piece of coverage builds on the last, creating a powerful compounding effect. Over time, a consistent presence in the media builds unshakable brand equity and trust. This makes your marketing efforts easier and more effective because your audience already sees you as a credible and authoritative figure. This sustained visibility is what separates fleetingly famous authors from enduring brand leaders. It’s about creating a brand that has staying power and continues to attract ideal clients and opportunities organically, long after a specific campaign has ended.
Build lasting media relationships
A great PR agency does more than just secure placements; it builds genuine, lasting relationships with journalists, editors, and producers on your behalf. These connections are invaluable assets for your career. When you become a trusted source for a reporter, they’ll come back to you for quotes and commentary, giving you ongoing visibility without a new pitch. These relationships can lead to recurring columns, regular podcast guest spots, and other collaborative opportunities. Building relationships with media outlets is a core function of PR that provides a continuous stream of coverage. It ensures you remain part of the conversation in your industry, keeping your brand relevant and top-of-mind.
