Thursday, December 14, 2006

Today Show & More: Media Opportunity for Mediators

The best way to build a relationship with a niche is to become known within it for providing viable, affordable solutions to the concerns of that niche. How can you do that? By responding to issues that appear in the media that concern your niche.

Marketing via the Media
Media savvy mediators like Arline Kardasis of Elder Decisions know the value of bringing important insights and understanding to their niche via the media.

Arline noticed that the Dec 3rd issue of the Boston Globe's Boston Works section contained an article on how families can turn to elder mediators to deal with difficult decisions. As a result, Arline sent out a letter to her network, which I assume includes colleagues and clients alike, alerting them to the article.

Here's the link to the article

Additional Marketing Ideas
If I were to kibitz a bit, I'd tell Arline to do the following (and you can too the next time a media opportunity presents itself to you)

  1. Drop a note to the Letters to the Editor section of the Globe commenting on the article in a way that added or clarified information

  2. Send a brief email introducing herself to the writer and offering to be a resource in the future whenever needed

  3. Send a brief article that expands on the Globe article to my neighborhood paper
  4. Send out a press release on
  5. Send a note to your network to share the article with them

Does it Work?
Yeah, following up on media opportunities does work. My Ombuds work has been featured in Inc magazine and Entrepreneur magazine. Best of all, I developed good relationships with the reporters. Consequently, I obtained more national exposure when I was quoted in Working Mother magazine. Why? Because the reporter remembered me and how helpful I was on her previous story.

Another opportunity awaits..
US News has a feature story this month that discusses some of the challenges of dealing with elderly parents. Anybody else who wants to boost the visibility of your practice like Arline, here's your chance....

The BIG One

Turns out the the International Coaching Federation had a spot on the Today show discussing why gift certificates for coaching are excellent holiday gift ideas. There's an article in there somewhere about conflict/communication coaching, don't you think?

Try. Fail. Learn. Grow!

PS You may have noticed that there are no teleseminars this month. I'm taking time to begin to plan for next year's successes. You know, stuff like my monthly, quarterly and annual goals. Those who fail to plan, plan to fail.


At 8:17 PM, Anonymous Christoph said...

Thank you for this thoughtful post. It offers a great way to provide your prospective clients with the your service. I just want to add a No 6: Build an online PR portfolio and add all notes and comments you've made. Have a nice holiday season,


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