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: l Holiday gift ideas or seasonal self-care packages l A local business milestone or expansion l Community partnerships or charitable events l Expert tips from your spa director, therapist or esthetician l 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.
PROMPT TO TRY: Please help me identify the strongest local media angle for the following spa update. Focus on why this would be interesting to a local news outlet, lifestyle editor or morning show producer. Provide three possible angles, a suggested headline for each and which one is most newsworthy. Here are the details: [ paste details ]
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.
PROMPT TO TRY: Please draft a 400-word press release in AP style announcing [ insert update ]. Include a strong headline, dateline, opening paragraph, quote from the spa director, key details, a brief company boilerplate and media contact information. Keep the tone professional, local and newsworthy.
BONUS TIP: Ask AI to create three headline options. The first headline is rarely the best one.
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