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4 Steps to Securing Media Coverage

By: Debra Locker
Posted: June 29, 2012, from the July 2012 issue of Skin Inc. magazine.

As a business owner or independent contractor, you’re likely accustomed to making fast decisions and moving quickly. With public relations (PR), you need patience; it is a lengthy, strategic process that includes bumps and pitfalls along with high-fives and dollar signs.

Stellar PR programs include four ingredients: relationships, pitches, perseverance and patience.

Relationships. The second word in PR, as you know, is “relations”—as in relationships. Skin care facilities should employ the following PR tactics year-round; not just when events and launches take place.

Pitches. Provide quick, catchy snippets for each pitch in order to hold journalists’ attention. When writing and delivering your pitches:

Perseverance. Any good relationship requires work. Sending a pitch with no follow-up won’t get you anywhere.