PULSE
PREVIEW
“By ourselves, we stand alone with stories
that make us different and unique, but when
the dots are connected by a common thread,
we tell a bigger picture of similar struggles,
victories and life lessons.”
You and me—we are but tiny dots in a vast storyline.
By ourselves, we stand alone with stories that make us different and unique, but when the
dots are connected by a common thread, we tell a bigger picture of similar struggles, victories and life lessons.
This is what makes the media so important. With the emergence of the Internet, the
media’s ability to weave stories about your brand, business or product has become more
far-reaching. But while you may already know the value of media in marketing, the real
question remains: Are you truly making the important media connections?
This Pulse issue shows you the art of building a relationship with the media. In “Meet
the Press” (page 50), spa professionals not only share media planning tips, but select journalists also provide an insiders’ look at what draws them in to a press release or media pitch.
Splattered on every page of this issue is the common theme to connect, whether to
one’s word-of-mouth ambassadors (“Spreading the Word,” page 34), with inspiring
mentors (“Empowering Leaders Through Mentorship,” page 28), and exceptional leaders
(Conversations with Leaders Eat Last Author, Simon Sinek, page 24). I encourage you to
delve deep into the many relevant insights shared by industry sources and experts in this
MARION PHOTOGRAPHY STUDIO
issue. And more importantly, I invite you to forge those all-too-important connections.
This is you. This is me. Let’s connect the dots, shall we?
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International SPA Association
—MAE MAÑACAP-JOHNSON, EDITOR
@ISPAPULSEEDITOR
Inside the Pulse Vault...
W
ant to go behind the scenes and read “The Makings of
a Media Campaign”? Log on to experienceispa.com as
an ISPA member to launch the March/April 2012
“Media and Public Relations” issue of Pulse for stories and case
studies of spas and resource partners detailing how they put
together an effective campaign that gets the media’s attention.
Plus, uncertain of how to handle a media crisis? Let featured
communications expert Peter Kerr show you the way.
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