COMMUNICATING EFFECTIVELY about your spa or company can sometimes be daunting . Whether it ’ s a job posting , social media post , media pitch or press release , there ’ s a lot to consider : l What specific message or information do I want to convey with this communication ? l How can I tailor the language and tone to resonate with my target audience ? l Have I considered the timing of this communication ? Is there a specific date or event that would make it more relevant ? l Are there any legal or regulatory considerations I need to address , such as privacy policies or disclaimers ? l Have I included a clear call to action for the audience ? l Do I need to localize or translate the content for different regions or language preferences ? l Is it formatted correctly ? Have I checked for any potential grammatical or spelling errors ? l Will this communication align with our brand identity and values ? l Have I included relevant visuals or multimedia elements to enhance engagement ? l How will I measure the success or effectiveness of this communication ? What metrics will I use to evaluate its impact ? l Who will see it ? What media outlets should it be sent to ?

With ISPA ’ s Talent Toolkit , members can find press release templates and guidelines on when to create a press release , steps for creating effective media and recruitment pitches , social media plans and much more .

Next Level : Media Kits Mentions in news or industry publications — such as reviews , announcements or press releases — are excellent “ earned media ” for your business . Having a well-crafted , easily accessible media kit provides journalists with a consistent and correct image of your business so they may more easily publish a high-quality profile or represent you positively in a print or video piece .

Creating a media kit may seem daunting , but once you have one in place , your marketing and public relations will reap substantial benefits . So , what exactly is it ? A media kit — or press kit — is a set of images , content and information related to a company . A few “ must-haves ” in your media kit include your business story , company history , contact information , logos and branding images .

For more information and guidelines to create a media kit , be sure to visit the ISPA Talent Toolkit , available at experienceispa . com under the Resources tab . n

10 PULSE n JUNE 2024