PRESS RELEASES SERVE AS POWERFUL tools to elevate the profile of businesses in industries where competition is fierce and customer engagement is crucial . These carefully crafted communications can generate buzz about new services or products and capture the interest of potential clients .

Beyond just creating excitement , press releases foster engagement by sparking conversations and highlighting solutions tailored to customer needs , effectively kickstarting the lead generation process . Moreover , by consistently placing the company ’ s name in front of the public , press releases contribute to long-term brand awareness and customer loyalty .

The strategic use of press releases can be a gamechanger for spas looking to thrive in a competitive market . A wealth of information about press releases is available to ISPA members . The following information is pulled from the ISPA Talent Toolkit .

WHEN TO USE A PRESS RELEASE l Significant business change : Opening a new location ? Offering a seasonal sale ? Announcing different store hours or an unexpected closing ? If it directly affects regular clients of the business , it ’ s worth considering for a press release . l New service or product : One of the most common reasons for a press release is when a business expands its offerings in a significant way . l Change in leadership : A new president , CEO or spa director signals impending changes , and that ’ s worth notifying people about . l Awards or recognition : Sharing accomplishments in a press release is a common practice . Being featured in a national publication is also a newsworthy feat . l Events : Upcoming events , annual fundraisers and

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