SELLING A PITCH
( CONTINUED FROM PAGE 38)
“ The biggest mistake is to pitch a‘ story’ that isn ' t a story.”
— Julie Keller, editor-in-chief of American Spa
company getting picked up in magazines and articles with less effort. Sara Jones, managing director / editor of Spa Professional Mexico suggests incorporating social media platforms.“ A Facebook post with links and twitter handles should also be included so we can easily share the news on our social media sites.”
How to Get Coverage in ISPA Pulse Magazine
Pulse is constantly looking for creative story ideas and business insights from ISPA members. Here are ways to ensure you ' ll grab our attention:
BECOME ALLIES Adhering to media outreach etiquette, professional courtesy and a little background research goes a long way in getting your stories covered in the media. Be thoughtful in your approach and put some fresh perspective into the story you are pitching to gain the interest and respect of the editor or journalist covering your industry. Building relationships is what media relations is all about and that takes time. When it is done properly, PR practitioners and editors become indispensable to each other. At the end of the day, we all want the same thing— to get great, relevant information out to interested readers. ■
TRISH DEVER recently joined ISPA as Director of Public Relations.
What Makes a Good Press Release?
There are key elements that make a press release media-worthy. Keep the following in mind:
● Include a meaningful quote from a company decision-maker.
● Communicate why it is exciting, important, and newsworthy.
● Include contact information, websites, and even an image or two.
● Save the editor a step by providing art elements from the outset.
MEDIA SOURCES DIRECTORY
● Access our Exposure Guide available at experienceispa. com to know about themes we are working on per issue. Then, tailor-fit your pitch according to what we are working on.
● Pay attention to our deadlines. We work months in advance so pitch stories as early as possible.
● Pulse looks for stories with business relevance, so make sure you open your pitch with a strong business slant.
● Impress us with strong visuals. High quality photos and, even better, creative videos never fail to get our attention first.
40 PULSE ■ March / April 2012
American Spa Magazine
Editor: Julie Keller Email: jkeller @ americanspamag. com Website: spatrade. com
DAYSPA Magazine
Editor: Lisa Sweetingham Email: lsweetingham @ creativeage. com Website: dayspamagazine. com
Organic Spa Magazine
Editor: Robyn Griggs Lawrence Email: robynl @ organicspamagazine. com Website: organicspamagazine. com
SPA Magazine
Editor: Susan Moynihan Email: susan. moynihan @ bonniercorp. com Website: spamagazine. com
Spa Professional México
Managing Director / Editor: Sara Jones Email: sara @ spaprofessionalmexico. com Website: spaprofessionalmexico. com
TO GET MORE U. S. and international media contacts, visit digital Pulse at experienceispa. com.