Getting a journalist in the booth doesn’t get a story. You
need to give them news in a format they can use. Journalists
genuinely like breaking news. “Newsworthiness can be hard
to quantify—sometimes it’s a gut feeling you get, but my
criteria is based on whether something feels fresh and new, if
it’s innovative, if there is credence behind it, if it feels
authentic, creative, useful to my readers, on trend,
and whether there is passion behind it,” she says.
An interactive experience can trigger interest and inspire
thought. Rose Fernandez, VP/general manager for Jurlique
North America, finds the best response when initiating
involvement in the brand. “We usually have an activity
available to immerse journalists in what we are talking about.
It’s not hard to get a journalist to engage when you give them
a sensorial experience.”
Finding the Story
Katie Anderson, managing editor of Skin Inc. says a good
story not only draws journalists in, it also saves them time in
researching stories to write about. The key is to draw them
into the booth first by having booth staff members who are
warm, friendly and welcoming.
Booth staffers who are eating, drinking, texting, reading or
slumping are not inviting or engaging. “A smiling face is the
best tool a brand can have to entice me to stop by. Even if I
don’t know them, if I get a smile and a hello, I’ll almost
always walk in and see what’s new. I always look for unique
setups or things I’ve never seen before. Whether it’s a new
product, new branding or a unique treatment, the ‘new and
different’ always grabs us,” she says.
Media savvy spas like The Oaks at Ojai get coverage at
events they attend, such as the ISPA Media Event because
they tell good stories. What works for Cathy S. Cluff,
president/CEO of The Oaks at Ojai, is to always be prepared
with memorable facts and tips. “Don’t expect a journalist to
remember or even take notes at the Media Event. You must
make their jobs easier by having good talking points. Our
press kit is easy for them to use and always includes a
‘What’s New at The Oaks’ page for a quick snapshot.”
Darlene Sullivan, chief product and service officer of Atlantis
Casino Resort Spa in Reno, Nevada, knows that to garner
attention, you have to speak their language. “We tailor our
message to the audience for the publication. Spa is such an
exciting and evolving part of wellness and is ever-changing.
There is always something new to talk about,” she says.
Angling for Attention
Every editor wants to get there first. Be armed with at least
three different story ideas before you speak with a reporter.
Find out what they are working on or interested in and adapt
(CONTINUED ON PAGE 64)
Tips to
Get
Publicity
in Pulse
1. Set an appointment in advance to meet the Pulse editor
face-to-face in your booth while at the ISPA Conference & Expo.
Media meeting requests often get filled up fast, so getting into
the schedule ahead always helps to ensure you don’t miss an
opportunity to build valuable media connection.
2. Request for the Pulse 2017 Editorial Calendar available at
experienceispa.com to ensure you tailor-fit your pitch based on
the upcoming themes and stories.
3. Be brief and concise with your pitch on-site. For any journalist
working on a trade show hoping to cover as much ground as
possible, time is gold. However, call after the event to continue
the conversation.
For inquiries about sponsorship opportunities at the ISPA Media Events,
email PR Manager Allie Martin at [email protected].
For Pulse advertising, email Sales Manager Tara Finn at [email protected].
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September 2016