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Your Public Relations Toolbox

By: Debra Locker
Posted: January 5, 2011, from the January 2011 issue of Skin Inc. magazine.

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Quarterly communication. Consider sending a postcard or e-newsletter once per quarter that highlights new projects, offerings and story ideas for the media. This communication is an excellent way to position your spa as a resource that is readily available to journalists.

Pre-written and pre-produced stories. With shrinking staffs and dollars, media outlets are seeking stories from expert resources that are received in a format requiring very little to no editing. Keep in mind that these should be able to run at any time and not seem outdated.

Blog. A blog is an easy and effective strategy for building a community via your website. It allows your experts to write brief reflections about industry trends and common challenges, providing Web users an opportunity to communicate directly with your team.

Social media. Twitter, Facebook, YouTube and other social media sites are free, instant and incredibly popular. reports that Facebook claims at least 175 million users every 24 hours, and Twitter has more than 75 million user accounts. The numbers are clear; if your company does not currently use these tools, it is important to sign up quickly.

Media gifts. If you have a product, get it in the hands and on the faces of journalists. Pick the media outlets that you want to target, and then ship or hand-deliver a nice stash of your products with a press release. This tactic is particularly effective for companies that make skin care and hair products, cosmetics, clothing, and food and beverages.