n today’s business world
wherein content is king,
there’s even greater truth to
the old adage: “The pen is
mightier than the sword.” The
media—whether
through print, broadcast or online and
social media—can
serve as powerful ambassadors who can help share
your brand story, if you take
the time to cultivate a working
relationship with
them.
“Key media journalists and bloggers exert enormous
influence over their networks and speak
to their readers in a genuine, trustworthy
manner that brands simply cannot replicate,” says Jullie Myung, brand manager
at Jurlique in Santa Monica, California.
“They’re often one of the first to predict
trends and movements as they constantly have an ear on the ground.”
Wendy Lisogar-Cocchia, CEO of
Absolute Spa Group and Soluzione Spa
Products based in British Columbia in
Canada, agrees that brand exposure is
one of the biggest benefits of having a
strong media connection. “Editorials,
articles and features, which give insight
into the business, are usually more effective than paid advertising for growing
and sustaining clientele,” she says.
Being able to position a spa or brand
as an authoritative voice or resource is
also one of the top reasons why spas
and businesses need to cultivate a positive working relationship with the media.
Molly Phillips, corporate communications manager at Omni Hotels & Resorts
in Dallas, Texas, says Omni is always
looking at developing and deepening its
“Key media
journalists and
bloggers exert
enormous
influence over
their networks
and speak to
their readers in
a genuine,
trustworthy
manner that
brands simply
cannot replicate.”
Omni Hotels &
Resorts President
Mike Deitemeyer
addressed media
and guests during
Omni Nashville
Hotel’s groundbreaking event in
July 2011.
June 2015
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