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Your Public Relations Toolbox

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

page 3 of 3

Video. With YouTube and so many interactive websites today, video is used by Web journalists, as well as television media. Footage of your spokesperson in an interview or presenting a speech is needed. Also, consider shooting a B-roll, which is filler footage that a journalist uses to create a story. Examples include shots of products on a shelf and a spa professional giving a facial.

Depending on your budget and time, it will take a while to create a fully functional PR toolbox; however, tackle a press kit and online press room early on because they set the foundation for the rest of the program.

Debra Locker is an award-winning communications professional. For more than 16 years, she has successfully held positions in public relations and journalism and, in 2008, Locker launched Locker Public Relations, a boutique PR firm with a niche in the lifestyle and skin care industries.