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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.

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Patience. A sense of patience must accompany relationship-building, crafting creative pitches and being politely persistent.

  • Local and regional newspaper opportunities can happen as quickly as three months after the development of pitches and contact lists.
  • Have a library of local coverage before you start pitching nationally. Often, editors and producers will want to see that you have received coverage. Be sure to place PDF files of all coverage in a press room on your website.
  • Do you believe your spa has what it takes to be listed on Condé Nast Traveler’s and Travel + Leisure’s hot lists? That often takes years.
  • Monthly magazines have very long lead times. That interview you do in July likely won’t be in print until November or December.

A solid PR program doesn’t end; it grows with the skin care facility. The results are increased business, increased bottom line, respect among your peers, separating your company from the competition, happy employees—the list goes on and on. PR is a strategic process that is best developed thoughtfully.

Debra Locker is an award-winning communications professional. For more than 18 years, she has successfully held positions in public relations and journalism. In 2008, she launched Locker Public Relations, a boutique firm with a niche in the lifestyle, skin care and fashion industries. She can be reached at