Learning from books feeds our brains. Experience builds skills and expertise. Effective coaching shapes and drives the way we work and see the world. And then there is that wonderful, elusive sort of mentoring that leaves an indelible imprint on the soul. Here are the stories of two people who have provided me with the sort of coaching that leaves an indelible imprint on the soul, and a powerful impact on my life.

Maggie
Maggie was a tiny fireball, a real force of nature. She started a national movement after she retired from the Presbyterian Church, which she called forced termination from employment due to age. A number of us lived in shared housing with her in Philadelphia, and often worked with her on different projects. A savvy optimist with no rose-colored glasses, she would often say: “When you’re working on something important, you never let roadblocks deter you from your goal. If there’s a rock in the road, move it, go around it, or over it. And, if nothing else works, then tunnel under it.” And she did. In her old age, she was elected to the National Giraffe Heroes Project for sticking neck out, a commendation which was always a badge of honor for her.

Maggie led by example, demonstrating a model of passion, persistence and power. Whenever she would meet people after speaking engagements or workshops, she would ask them about what they were doing, show them why their work was important, and encourage them. People would walk away from those conversations excited and empowered, because Maggie had validated them, and told them their work had impact and value. She was very supportive to people working to make a positive difference in the world – and a well-researched, dramatic critic of those she found to be creating harm. When she died, a major national newspaper wrote that Maggie had no children. The newspaper was corrected by her friend and foundation executive who said “Maggie had thousands of children she nurtured over the years, spread across the country and the world.”

Michael
Michael is a retired publishing executive who has built many large publishing businesses over the years. An extremely successful businessman, he is surprisingly humble and self-deprecating about his many achievements. Even when he has been quite busy, Michael has always found the time to focus on his friends and colleagues with undivided attention. In talking with him, you feel like he has all the time in the world for you. He listens in such a way that, when he responds to you, it is with a very deep level of understanding.

Gentle with his suggestions and advice, Michael would share about strategies he had used that were successful without saying “you should do it this way.” He lets you figure out the connection between the strategies he used to successfully surmount challenges, and your own situation. When he suggests something, it is with grace and tact. Michael often says, “well, I’m sure you’ve already thought of this, and I was thinking… ” He would go on to describe an idea or solution that you hadn’t considered at all.

Michael has also been tireless in his giving to those in need, serving on many boards, and becoming involved in supporting and funding a wide range of community economic development projects. Some of our most well-known social enterprise and economic development nonprofits have grown under his tutelage. Almost always, he leverages both his volunteering and his philanthropy by involving others, and he’s engaged an untold number over the years. By doing so, he has shown many people new and exciting ways to make a difference in the world while building his base of support for those causes most dear to his heart.

Why This is Coaching That Leaves an Indelible Imprint on the Soul
Over the years, these two coaches became dear friends, and part of my “family of choice,” as Maggie so aptly termed it. Michael and I still talk on a regular basis, now more as peers who share about our lives, our work, our spiritual practice and those causes that are our passions. And though she is long gone, Maggie’s legacy can still be seen everywhere, and I often consider what she might say about an issue I find challenging. Modelling skills and strategies helpful to my professional development, they served as powerful coaches and examples. They have demonstrated purposeful and value-driven lives. Lives that make a difference in the world. And they have left an indelible imprint on my soul.

It’s not only large companies that can make use of public relations (PR) firms; small and medium businesses can also benefit from these professional firms.

If you have a small or a medium sized company and you are wondering how a PR firm can be of importance to you, here are some of the benefits that come with Public relations:

Create a positive Image

A PR firm not only promotes your business, but also puts your business in the limelight. This plays a major role in creating a positive image about your company.

One of the ways in which a PR creates a positive image is by getting you, your products, or your business featured in newspaper or magazine stories. By doing this, many people read your story and form a positive image about your business.

Increase profits

Other than helping you to create a positive image about your business, a good PR firm will also help you to increase your profits. A good PR firm will do this by identifying your target market and help you to advertise your business in an area where you will make more sales.

For example, the firm will help you get an opportunity to talk about a product on television or radio and this will increase your exposure. When many people know about your business the more they will buy from you and as a result the more you increase your profits.

Reduce costs

Although, it can be expensive to hire a PR firm, it tends to be cheap over the long run.

For example, you may be required to part with thousands of dollars to hire a good PR firm, but the firm will help you or your representatives to be booked for interviews on television shows and newscasts which will give you a lot of exposure which would have cost you millions of dollars.

Offer intelligent advertising

Newspapers, magazines and online platforms may not be interested in promoting your business, but they may be interested in giving information to their readers.

If the information is related to your company, the PR will help you in drafting an intelligent press release that won’t sound like an advertisement. The release will not only give information to the readers, but it will also give your business the much needed exposure.

These are some of the benefits of hiring a public relations firm if you have a small or medium sized business. To ensure that you hire the right firm, you need to do a lot of research.

For your business to be successful, it has to include an ongoing dialog between you and your clients.

Unless your business, your offerings, and your processes are informed by what your clients want, you end up, eventually, with no business at all.

More often than not, this is a matter of following the breadcrumbs. What you offer is snapped up by multiple clients right away = what they want. What you offer just lies there like an empty glove = not what they want.

If it’s the latter, then you either change what you offer, or you find new people to offer it to.

There is much to be learned too in casual conversations with clients. You get to be a detective, listening closely, and seeking out clues for what they are looking for. You probe and question to find out more.

Sometimes it’s an experiment. If you’re offering something really new and innovative, finding out whether it’s something your clients want is a matter of running a pilot, getting feedback, modifying, and offering it again.

One avenue for finding out what clients want is seriously underutilized. This method seems to be mysterious for many business owners. They sometimes don’t even think of it. Or they think of it, and dismiss it.

The mysterious method? Ask!

Directly approaching your clients to ask for what they want is a valuable adjunct to all the breadcrumb following, clue hunting, and incidental conversations that can bring you necessary information.

This is where social media can come in really handy. If you have a tribe that follows you, you can put it out there on Facebook or Twitter. It’s a quick way to get lots of feedback in a short time.

Got an email list? Send out a request for feedback on a specific question.

If you want direct feedback on an ongoing basis, conduct surveys. In my consulting business, I sent out a short survey after every project. That way, I could tweak my approach and offerings before they got too far off track.

Surveys are best approached the same way you approach marketing: from the client’s point of view. Ask about the client’s experience of both what you delivered and how. If anything was less than outstanding, what was it and how could it have been better?

Surveys are also a chance to explore what else the client might need. What else could be offered?

Were they happy enough to refer you to someone else? If so, take names: find out who they would recommend you too, and contact the referral, if you have their permission.

It’s important that clients know that you’re doing something with all this information they’re providing. You can respond directly to the client and tell them how you’re addressing their concerns.

Some entrepreneurs are afraid to ask outright. They prefer to take the behind-the-scenes approach. It’s almost as if by asking up front, they are afraid they are admitting that something is wrong.

That kind of fear does not serve you, or your clients. You need to know what your clients are thinking and feeling about your business.

On large projects, ask at the midpoint how things are going. With what you learn, you can adjust and carry on.

This kind of connection can be very affirming for your relationship with your client. They’ll know that you really want to hear from them. It encourages them to say more.

No one is perfect, and there is always room for improvement. If you take that approach, improvement on an ongoing basis, you’ll always get better. You’ll always have more to offer. And your clients will thank you for it.

This mantra helps: progress, not perfection.

One important thing to remember: you always have the final say in whether or not you act on the feedback. It’s part of the dialog. You ask, you get feedback, you discern what’s right for you and your business, and you take action. Then the conversation starts again.

Ask what you need to know. It’s a good idea.