Looking for the Right Moves
Here’s the process I recommend to find a marketing/PR coach who suits your business:
First, ask around. See if anyone you know can make a recommendation. Keep in mind that few PR coaches call themselves such and that few make a full-time job of it.
Look for a coach who knows the ropes. If not a marketing or PR executive now, or in the recent past, the coach should have extensive experience in doing PR for a company or nonprofit similar to yours.
Second, your coach should have the right credentials and temperament so you’ll have a win-win relationship. The best have taken formal training or have coached a sufficient number of profiles to have developed a method that works and that doesn’t waste time.
Once you find a good coach, conduct an interview as you would with any prospective supplier. Ask about expectations, requirements, fees, a minimum for how many times you will talk monthly, and so forth. Answers will vary widely.
Rates, too, are all over the ballpark. Some coaches charge as little as $50 per hour and some as much as $450 per hour. As with anything else, you often get what you pay for, but not always. My advice is to investigate thoroughly and commit for a short term until you are confident the relationship is paying dividends.
Also, ask for a short sample coaching session for free or at a reduced price so you can find out how it works and whether you and the coach are compatible.
Give marketing/PR coaching a try. It might be the smartest promotional move you ever make for your business.
