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Spa Industry Editors Share
Tips for Media Pitches
Press releases. Trade shows. New product
announcements. There is a dizzying array of
updates and announcements that we want to get in
front of the media. PR pros and communication proBY TRISH DEVER
fessionals of every stripe are under
the gun to earn media placements and generate positive buzz about their company or their brand.
Gaining the attention and response you deserve from
time-starved editors is a tricky proposition in today’s
information overload environment. Take heart—Pulse
is here to help with a round-up of ideas and techniques straight from spa industry editors themselves
in order to make pitching a story idea rewarding and
beneficial both ways—for you and the media.
“Few things are more annoying to an
editor than a pitch that is totally off base,
sent out just because our name happens
to be on a contact list.”
— Susan Moynihan, editor-in-chief of Spa Magazine
36 PULSE
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March/April 2012