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Media Coverage for Your Spa

By: Ido Kadman
Posted: August 1, 2011, from the August 2011 issue of Skin Inc. magazine.

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When speaking with media representatives, put yourself in their shoes. A journalist’s mission is to deliver news, not to promote your spa. Your message to the media has to contain something exciting and beneficial to consumers; that’s what will peak a reporter’s interest. What differentiates your business from the competition? Are you offering a groundbreaking new treatment no one has ever done? Are you offering a new product, or does your product contain an innovative ingredient? Is your spa involved with the community in an interesting way? Can you offer an exclusive promotion for the readers of one particular publication?

Think of trends, seasons, holiday promotions and anything else that may be of interest to a journalist. Your goal is to achieve exposure—being positioned as an expert is not a bad thing.

Be sure to have photos of your facility on hand to be e-mailed; they must be 300 dpi, and large enough to be printed. If you don’t have the means to print a professional press kit, be sure to have all the required information about what it is you’re promoting, as well as general information about your spa, including address, general phone number, website and a way for the journalist to reach you directly.

Remember that reporters and editors may be on tight deadlines and can come across as impatient or hurried. Don’t take it personally. If you don’t hear back, be persistent, but always polite. When in doubt, use e-mail. Write in a concise and clear way, and get to the point quickly. Be certain to speak about what you know, to be truthful and persistent.

When you do achieve editorial coverage, be sure to capitalize on it: Frame it and display it at the spa, and scan it and add it to your website’s press section. Remember to thank the journalist; the least you can do is mail a handwritten card. Consider taking them out to lunch or sending flowers, because creating long-lasting relationships with the media will be the key to your PR success.