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Spa Reports in the News
SpaTrade Releases Industry's First-Ever
PR Report and Media Directory
Spa PR Essentials Report and Media Directory geared to the needs of
spa operators and spa suppliers includes detailed info on 30 most
influential spa magazines
February 11, 2004, Petaluma, California. A recent SpaTrade
poll revealed public relations to be one of the spa industry's most
effective activities for marketing a spa. In response, SpaTrade released
today the much-anticipated: Spa PR Essentials Report and Spa Media
Directory: Everything You Need to Know About Getting Publicity for
Your Spa Business. The report includes dozens of low-cost, high-impact
ways to get media coverage, and behind-the-scenes information "straight
from the editor's mouth."
"This report is by spa people, for spa people,"
says SpaTrade CEO Nancy Griffin. "SpaTrade's managing editor
Laura Higgins formed intimate relationships with spa PR experts, the
editors and journalists who focus on this industry, and spa business
owners who "get it." These top professionals generously
shared their insider insights, top tips, and pet peeves. This is information
that can't be found anywhere else. "
The 150 page report and directory includes a wide range
of PR tips and tactics including:
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The 5 essential elements of a Spa PR program
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Insider's advice on how to find, hire, and compensate
a spa PR firm or consultant
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How to pitch to local and national television, radio
and newspapers
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How to offer free products and treatments to journalists,
including product samples and spa FAM (familiarization) trips."
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How to use your Web site as a PR weapon and
how to build a media-friendly "online press room."
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Ten ways to establish yourself as a spa industry expert
locally or nationally
The report is the result of hundreds of hours of research, interviews,
writing, and editing. Some of the common themes and words of wisdom
from editors and PR professionals:
Make it Easy:
To increase the chances that editors will cover your story, give them
story angles, complete contact information, and high-quality images
of your products and properties. Conversely, be brief and get to the
point.
Understand the Publication:
Not all spa publications are alike. All editors contacted for this
report said, "know our audience and our needs. Otherwise you're
wasting time."
Don't Be Sloppy:
Many editors bemoaned the number of spelling and gramatical errors
they see each day, from query letters to finished drafts of articles.
Another pet peeve was press releases received without dates.
It Takes Longer than you think:
Lead times are 6 to 12 months for some publications, and it takes
people a YEAR of solid, hard work to see results from a PR campaign,"
says spa PR veteran Kim Marshall.
The list price of the Spa PR Essentials Report and Spa
Media Directory is $125 for a PDF electronic copy and $145 for a print
copy sent via Priority Mail; however, SpaTrade is offering a 20% discounted
price of $100 to SpaTrade members ($120 hard copy). The application
is available at http://www.spatrade.com/prreport
For more information, contact Nancy Griffin via email
nancy@spatrade.com,
or by telephone 707.773.0382
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