PULSE PREVIEW
There is something about creating a list that is so therapeutic. Never mind that sometimes, as we juggle life’ s growing responsibilities, we can hardly keep up with our to-do list. Often, the act of scribbling down“ future accomplishments” alone can feel quite productive and liberating by itself. As we ring in 2011, it’ s almost expected that the thought of creating a“ new year’ s must-do” comes to mind again. Whether you believe in resolutions or not, the idea is to reinforce the concept of accomplishing more things this year by clearly outlining what needs to be done.
● Update your media list. I find it amazing how many companies take the media list for granted and never bother to regularly check whether an old contact person has left the publication or a new editor is now at the helm. The last thing you want is to address a press release to a former editor as this gives the impression that you don’ t bother to read the magazine; otherwise, you should have seen the editorial staff changes.
● Spread the word to your Public Relations team. If you have an external PR team who puts together publicity projects for your company, inform them of new contacts or communicate editorial opportunities you may have seen in Pulse. We are shaking things up within the magazine to include partnership articles between spas and resource partners, theme-focused features with a more global spin, industry leader profiles, among others. With new and better content, there are many opportunities for your company to be involved with in the magazine.
● Be clever with your pitch. Sell it to me like I can’ t live without it. There is no scientific formula to a great media pitch, but like any other creative processes, think outside the box. Don’ t just send another generic PR or e-mail; instead, take the extra mile to find out what story ideas the editor may be working on and how your company could fit in.
● Grab a copy of our 2011 Media Kit. The only way you can stay on top with a clever pitch is to arm yourself with the 2011 Pulse Editorial Calendar( download at experienceispa. com). This is your roadmap, so to speak, on how to navigate and fit into future Pulse issues. Plus, with the success of our November New Product
Launch insert, we decided to make our special insert more than just an annual editorial project. Take advantage of this opportunity to prominently promote your brand, company or product.
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PHOTO © TIFFANY BROWN PHOTOGRAPHY
P. S. Find out how you can also be included in our 2011 LiveSpa magazine. We are cooking up more editorial and advertising opportunities so you can better reach your spa consumers!
6 PULSE ■ January / February 2011
— MAE MAÑACAP-JOHNSON, EDITOR
QUESTIONS? COMMENTS? CRITICISMS? KUDOS?
Share your thoughts with us! E-mail mae. manacap-johnson @ ispastaff. com