YOUR SPA'S PR PARTNER
BY CRYSTAL DUCKER
WHEN WAS THE LAST TIME your spa sent a press release to a local media outlet? Not a social post. Not an email to your guest list. A true press release designed to catch the attention of a reporter, editor, producer or community calendar manager.
For many spas, the answer may be, "It has been a minute." And honestly, that is understandable. It is rare these days for a spa to have a dedicated public relations staff member, and most teams are already juggling guest experience, staffing, retail, marketing, operations and whatever surprise popped up before 10 a.m.
But media outlets are still looking for story ideas every day. They need fresh, timely and community-focused content. That means your spa may have more opportunities for complimentary coverage than you realize.
Launching a new product line? Hosting a holiday open house? Offering a new treatment that is not widely available in your area? Partnering with a local nonprofit? Celebrating a milestone anniversary? These are all moments that could be turned into a simple press release or media pitch. And if you do not have a PR team member or agency on hand, AI can be a helpful partner in filling that gap.
What makes a spa story newsworthy?
Not every update needs a press release, but many spa moments can be positioned in a way that feels useful to local media.
Good story angles may include:
- Holiday gift ideas or seasonal self-care packages
- A local business milestone or expansion
- Community partnerships or charitable events
- Expert tips from your spa director, therapist or esthetician
- New treatments or technology that are unique to your market
The key is to think about why the story would matter to someone outside your spa. A new facial is nice. A new facial that helps address winter skin concerns, features an innovative product line or introduces a treatment not currently offered elsewhere in your area gives media outlets more to work with.
Use AI to shape the angle
Before writing the release, ask AI to help identify the strongest story hook.
Draft the press release
AI can help create a clean first draft using a traditional press release format and AP style. You will still want to review carefully, add accurate quotes and make sure the details are correct.
BONUS TIP: Ask AI to create three headline options. The first headline is rarely the best one.
Create a shorter media pitch
Many reporters prefer a brief, friendly email over a full press release. Once the release is drafted, AI can turn it into a short pitch.
PROMPT TO TRY: Please turn this press release into a concise email pitch for a local lifestyle reporter. Keep it under 200 words. Include why this is timely, why local audiences would care and offer an interview or visit to the spa.
Build your media list
AI can also help you think through where to send your announcement. You will still need to verify contact information online, but it can help you create a smart starting point.
Prompt to try: Please create a list of local and regional media outlets that may be interested in spa, wellness, beauty, lifestyle, travel or small business stories in [city/region]. Include newspapers, magazines, TV stations, radio shows, lifestyle websites and community calendars. Suggest the best type of story angle for each.
The next time your spa has something new, timely or community-minded to share, do not let it sit quietly behind the front desk. Use AI to help shape the story, draft the release and get it into the hands of people who are looking for local inspiration.
Your takeaway
AI will not replace strong relationships with local media, and it should not replace your review of facts, names, dates or claims. But it can make public relations feel far less intimidating and much more doable.
Photo Tips for Press Releases
A strong image can help a press release move from interesting to ready to cover. Include one or two relevant, high-quality photographs that help tell the story.
GOOD PHOTO OPTIONS INCLUDE:
- The treatment room or spa exterior
- Event setup or community partnership activity
- Featured product or seasonal retail display
- The spa director, therapist or esthetician quoted in the release
- A team moment connected to the announcement
HOW TO SEND PHOTOS
Avoid sending oversized files without warning. Instead: Option 1: Attach low-resolution preview images. Option 2: Add a clearly labeled file-sharing link at the end of the release. Option 3: Include a note in the pitch email offering high-resolution photos upon request.
DON'T FORGET THE CUTLINE
Each photo should include a brief caption identifying pictured people, locations, products or activities. Example: Spa director Jane Smith demonstrates the new seasonal body treatment at ABC Spa in Phoenix.
AI-ERA PHOTO CHECK
Photos submitted to media outlets should be original and should not be created, altered or enhanced by artificial intelligence. By sending images, your spa is indicating it has the right to share them and grant permission for editorial use.