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Spa Beauty PR 360

By: Pierce Mattie
Posted: February 28, 2011, from the March 2011 issue of Skin Inc. magazine.

Editor’s note: This column is based on the author’s presentation “Spa and Beauty PR Trends for 2011 and Beyond,” which will be presented in the Advanced Education Conference Program at Face & Body Midwest Conference & Expo in Chicago March 12–14, 2011.

Let the media pendulum swing! Do you hear it? It’s telling you that although this social media boom is a ton of fun, keeps you busy and makes you feel like you’re a part of the public relations (PR) solution, you may have started to overlook the other facets of your spa’s PR campaign.

Even with smaller spas, reaching even just one media contact, giving them a great service and allowing them to experience your menu can have a huge impact on your business. Having solid media relations and press mentions could mean being busy during the slow summer months. Getting the buzz going could allow you to increase your prices, thus enabling you to work fewer hours, but still bring in the same revenue, or even more. Solid PR can create a tangible voice for your spa so it doesn’t go unnoticed.

Regardless of whether you are using a PR firm or handling communication efforts internally, ask yourself the following questions that may or may not apply to your business.

  • Is there a healthy mix of PR coverage for your spa online, in print, and on television and radio?
  • Is this media coverage converting to spa bookings or retail sales?
  • Is communication with local journalists, producers and editors occurring as frequently as it is with bloggers?

If you answered “no” to any of the above, then your spa’s PR is not well-rounded, and you are only capitalizing on a fraction of the opportunities available.   

Why 360° matters