comes to selecting the right media to
connect, it’s not always about the
numbers. “Just because a blogger or journalist has a following on social media,
does not mean he or she is the right fit to
experience or write about the facility. The
brands have to align for the content to
feel genuine and make sense,” he says.
Myung says, when building rapport
with journalists, it’s vital to be honest.
“Be open with your communication and
treat it with integrity and professionalism
as you would with any nonmedia relationship,” she says, further advising not
to disrespect journalists by making them
feel like they “owe you a write-up.”
Instead, to give journalists real value,
Myers suggests making them feel connected to the brand rather than feel
being sold a product. “They need to
experience the product and create an
opinion that is completely their own,”
he says. “I have found it beneficial to
not only work with local media, as
beauty editors are not always in your
local city or community.” He recommends scheduling a meeting with
editors in major cities should you be in
those areas for business so you’ll be able
to build a collaborative and ongoing
relationship with them.
Lisogar-Cocchia states that media
JULIE KELLER
CALLAGHAN
Editor-in-Chief/Publisher • American Spa
Magazine • New York, New York
What gets your attention when
reading a media pitch?
I’m thankful when someone pitching the
magazine actually knows something about it rather than just
adding me to a blanket media pitch. Our media kit, complete
with an editorial calendar and editorial submission information, is
available for download on our website, so I always welcome it
when a publicist has ideas for upcoming topics and has made
note of our deadlines. Also, it makes my life much easier when
spa news comes with a downloadable link to high-resolution
photography or art. One thing that I advise spa owners and
product companies of repeatedly is to invest in high-quality photography. Both magazines and websites are visual media. Having
gorgeous artwork to accompany your news and updates is an
investment that will always pay off.
Can you share a piece of advice on how spas and companies can build a rapport with journalists?
Familiarity with the magazine, website, or blog is always appreciated, as are people who understand and appreciate the
deadline-driven environment. There is no replacement for face
time, which is why my team and I spend so much time on the
road. Many of the ideas for the magazine and our websites come
from our one-on-one interaction from our readers, so please
always feel free to reach out.
often appreciate stories that are accurate,
specific and timely. She also advises
engaging one’s media network on social
media. “By ‘liking’ and ‘sharing’ articles,
your spa will also stay current and on
trend,” she says.
However way you intend to engage
your circle of media contacts, focus on
nurturing a relationship. Building a relationship may take time, but laying out the
foundation for a solid partnership will
surely pay off positively for your spa or
brand. n
THE ISPA MEDIA EVENT provides ISPA members unprecedented
access to top journalists around the world. To know more
about this unique media opportunity, click here to email
allie.hembree@ispastaff.com.
KRISTEN WEGRZYN
Associate Editor • Skin Inc. Magazine
Carol Stream, Illinois
What gets your attention when
readin