Health Coaching marketing

How to get PR Using Social Media

How to get PR Using Social Media

Collecting ‘As Seen On’ media logos for their website is a huge goal for a number of coaches in the health and wellness space. When a potential client logs onto your site and sees that you’ve been featured in major media like SELF, SHAPE, or mindbodygreen, you build instant trust and credibility in your brand. Not to mention that editorial coverage in these kinds of publications is typically free! But without a personal publicist on hand, how can you go about getting this kind of media coverage for your health coaching business?

There are a lot of myths around getting featured as an expert in the media, but the truth is you don’t need to hire fancy, expensive PR or pay thousands of dollars for access to a media database. With a bit of social sleuthing, in just 10 minutes a day it’s totally possible to find and establish media relationships that can build buzz, brand awareness, and ultimately lead to press coverage that puts you in front of your perfect target client.

Wanna know a secret that not a lot of publicists want to share?

Between Twitter, LinkedIn and Google, you can pretty much find and connect with any media gatekeeper, whether that’s a journalist, editor, writer, blogger or producer. Establishing relationships with these individuals is the perfect first step, before pitching yourself or your brand for coverage. Once you’ve decided on your desired media outlet to get coverage in, here are the next steps you’ll want to take:

Find and Follow

  • Follow your target media outlet on social networks – like their page on Facebook, follow them on Twitter, Instagram, Snapchat and any other relevant network

  • Figure out exactly which editor or producer covers health, nutrition or lifestyle content. An easy way to do this is to do a google search and review the content they’ve created in the past

  • A lot of people overlook the handy-dandy search function in Twitter. For example, if your goal is to get featured in Shape magazine, type ‘nutrition editor Shape’ into the search bar, and then click on ‘Accounts’. Editor Marnie Schwartz comes up and you’ve found your contact!

  • I always recommend creating a private Twitter list to find and follow all of your target contacts and check it daily – media often use Twitter to share their latest content and reach out looking for sources.

Engage and Befriend

  • Make a point of engaging with the media on your private Twitter list daily – whether that’s to retweet their content, answer a query they may have, or comment on their latest articles. Consistent engagement definitely does not go unnoticed! Who doesn’t love when someone champions their work?!

  • Are they tweeting about something personal? Maybe sharing a picture of their pet or news about their kids at school? Comment on that too! One of my BEST media relationships came from bonding with a national newspaper editor over a mutual love for our cats – not only did we connect based on that, but my clients got featured in her section of the newspaper every few months because our relationship moved from professional to personal (we’re still great friends six years later). Whenever she needed health content, since we were friends she was happier to feature me and my clients over a stranger’s or from a cold pitch


  • Now that you’re engaging with these sources semi-regularly from a genuine and authentic place, you have an in to make a pitch, whether that’s being interviewed as an expert or suggesting a story that would be super informative to your audience, highlighting your business where it fits into the story

Getting featured in the media isn’t reserved for a special few – social networks make it super easy to find every health and wellness coach to connect with the right contacts and get positioned for media coverage. The beauty about press features is that media tends to beget media, get coverage once and your next press opportunity will be easier to secure!

Curious what to do and what specifically not to do when engaging with the media? Get the Dos and Don’ts of Making Media Friends Using Social Networks here


Lisa Simone Richards


Lisa Simone Richards is a publicity expert for fitness, health and wellness-preneurs who want to see themselves and their businesses featured in magazines, on TV and around the web. As the principal of PR agency Vitality PR & Communications in Toronto and the creator of Make Media Friends, an online PR school for health, fitness and wellness entrepreneurs, she’s here to teach you how to connect with the right media personalities and use the power of publicity to get your brand in the spotlight and attract your perfect clients. Learn how to do it the right way with social media with this checklist!


Create Your Rocking Health Coaching Signature Program in 5 Steps



Your signature program is the unique-to-you program that you offer to your target audience (AKA Dream Clients). It’s a sure-fire way to establish yourself as a leader in your area of the wellness industry. 

It’s YOU and what you can OFFER packaged up in a way that creates the best outcome for your clients. 

Creating a signature program is not actually as daunting as most new Health Coaches believe it to be. 

Have a look at my 5 steps to creating yours:


Your solution is formulated from the answers to a few simple questions: 

  • Who your Target Audience is

  • What their Key Pain Points are

  • What they believe the cause of their pain is

  • What they’re motivated by

  • What it is they’ll pay anything to have solved

Knowing the biggest challenges your ideal clients face points you in the direction of your solution. Get clear on what they will be able to achieve, experience and do as a result of participating in your program.

The most important reason anyone is going to pay for your Signature Program is the OUTCOME – the results and benefits they can experience. It’s important to remember that your signature program sells an outcome, not a pack of single sessions.

If you haven’t figured out your Target Market yet, head over to my blog “4 Ways to Identify Your Health Coaching Target Audience (AKA Dream Clients).”



If you can, talk to 5 or 10 people who you feel best represent your target audience. Feel them out about: 

  • What it is about your business that appeals to them

  • What the main reason is they’d hire you as a Health Coach

  • What results they’d expect to see from working with you

Ask intelligent questions that will help you to sell your signature program to your target audience, too. Find out if they’ve worked with other Health Coaches and what their experience was like (what the positives were, and what they felt was lacking). These answers will help you focus your solution even 

Don't forget to grab your FREE copy of my guide below. It teaches you how to take these 5 steps and put them into action so you can create the perfect signature health coaching program for your business! Click the button below to get started.




Your signature program is as much about what YOU offer, as it is about WHAT you offer. YOU are what’s going to make your signature program powerful. It has to be something you are excited to offer your dream client. Sell them what they think they want, and deliver what you know they need.

So, looking at your solution, think about how you can package it up to make it both enjoyable for you and of great benefit to your client.

Would you run your program over 4 weeks, 3 months, 6 months? How often would you and your client meet? Weekly? Bi-weekly? How long would each module/ session be? What would you cover in each module/ session? What price point feels right for you in regard to the support and time you’ll be putting into each coaching package and client?

Explore ways that you could make your package attractive to your ideal client.

Create a coaching program



Because your signature program is unique to you, you’ll want it to express your brand. The name you choose for your program can be based on the desired outcome/results, or who the program is aimed at, or you could come up with a catchy acronym.

Your signature program’s content will include: 

  • a Welcome Pack that sets the outline of your program

  • a workbook sharing the key learning points for each module/session, and powerful coaching questions you’ll be asking your program participants

  • worksheets or action Items for each week of the program

  • any other resources that relate to your program.


  • Define the benefits. CHECK.

  • Get clear on the key results, or outcome, you’re selling. CHECK.

  • Establish the number of modules/ sessions. CHECK.

  • Work out the cost and possible payment plans. CHECK.

  • Come up with a name and style of design for your signature program. CHECK.

  • Create all the necessary content. CHECK.

I would love to hear about your experience creating your coaching program in the comments below and for some support around pricing, check out my post How much Can You Charge As a Health Coach >>>