Coaches’ PR Toolkit

CMADI has created a public relations toolkit to be used by groups of coaches working together — associations, chapters, SIG’s, and training schools — to promote coaching in their local community or market niche. Here are the basic tools in our kit:

How to Work with the Media (Word)
This tip sheet especially for coaches will help you and your coaching organization understand how to best approach the media and make a powerful impression. Read this document first!

Sample Press Release for Coaching Week Activities (Word)
Model press release for announcing International Coaching Week activities in your local community or market niche. Use this model for activities such as free phone coaching or a limited time special offer.

Sample Press Release for Coaching Events (Word)
Model press release for announcing a live coaching event in your local community or market niche. Use this model for events such as workshops, live coaching demonstrations, or promotional events.

Suggested Website Copy about Coaching (Word)
Be sure to have a page of information on your group’s website aimed at the media and potential coaching clients. This document has suggested copy for a page describing the value of coaching and how to hire a coach.

Frequently Asked Questions about Coaching (Word)
Questions and answers about coaching to use with journalists for live interviews and stories, or post in the press room area of your website.

Coaching Research and Evidence

When speaking with the media and the public about coaching, these articles and studies can provide you with helpful statistics and quotes about the value of coaching and who benefits from it.

The Business Case for Coaching
Report from the V V Group, Inc. published in the nSights newsletter, 2002.

Case Study on the Return on Investment of Executive Coaching
Report by Merrill C. Anderson, PhD, published by Metrix Global LLC, 2001.

Coaching: Who, What, Where, When and How
Survey of coaching practices by Gale, Liljenstrand, Pardieu, and Nebeker at the California School of Organizational Studies, 2002.

Executive Coaching Survey
Annual survey of executive coaches and the people who hire them by Sherpa Coaching, 2008.

ICF Global Coaching Study
Executive summary of the global coaching study commissioned by the International Coach Federation, 2007.

Maximizing the Impact of Executive Coaching
Report on the return on investment for coaching by McGovern, Lindemann, Vergara, Murphy, Barker, and Warrenfeltz published in The Manchester Review, 2001.

Do you know of an article or report that should be added to this list? Please email us with details.

PR Resources

These resources will provide you with additional information for working with the media and running a successful PR campaign.

International Coaching Week
Post your Coaching Week press releases here, or view releases from other coaching organizations to get more ideas about what your group might do.

ICF Coaching Week Toolkit (available to members only)
Coaching Week toolkit prepared by the International Coach Federation. Only ICF members can access this link.

List of U.S. Media Outlets
Contact information for local media outlets througout the U.S., listed by state and city.

Do you know of a resource that should be added to this list? Please email us with details.

CMADI Background

CMADI was launched in C.J. Hayden’s session at the 2006 ICF Conference titled “If You Can’t Make a Living, How Can You Make a Difference?” Below is the handout from that session and the amazing results of the session that were published after its conclusion:

Handout for the 2006 ICF Conference “Coaches Make a Difference” Session
Based on surveys, interviews, and focus groups with coaches, outlines why coaches are underearning and recommends specific resources to help.

Results from the ”Coaches Make a Difference” Session
Describes 100 new and creative ideas for how coaches can earn a better living, generated by the coaches who attended this session.