What journalists actually want from spas: A behind-the-scenes look at how editors decide what to cover— and how to pitch effectively to different media outlets
SPA LEADERS ARE HUNGRY LIKE THE WOLF. They crave information, intelligence and insights to make stronger decisions and better understand their guests. They invite conversations to learn more about guests’ likes and dislikes, and what drives them.
Similarly, journalists are also hungry. In a sea of email overload and press releases written by AI, it’ s more important than ever to deliver what journalists actually want. It’ s vital to stay in front of the media and keep your brand in the news, because that’ s how large language models like ChatGPT and Gemini collect data. When people look up best spas in Chicago, your business needs to show up to the party.
After 20 years of owning a public relations agency that caters to luxury hotels, resorts, spas and skin care, a few lessons rise to the top.
Relationships are everything
This may seem obvious. But it’ s worth restating, over and over and over. If you haven’ t built trust, transparency and respect through the years with writers and editors in your field, you’ re going to have a long, uphill journey to land great media coverage.
Case in point: An editor-in-chief of a local magazine once emailed to invite a client to appear with her on a morning show. That email came the morning after I sent a DM complimenting the editor’ s Instagram photo with her new beau. Coincidence? Probably not. That’ s the power of relationship building.
Use AI wisely
Have you ever read a paragraph of information that flowed, but you really didn’ t learn anything after reading it? AI is great for writing a press release that says everything, and nothing at all.
Press releases are important. But they should never be sent as the first point of contact. They should be used as a backgrounder, a place to collect all the facts of the who, what, when, where and why. If you use AI to write, you’ ll need to do some heavy editing. But your most important point of contact is the pitch: the phone call, the text, the DM, the email that plants a seed with your unique point of view, fine-tuned to the outlet.
Know your audience l
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TV: Are you pitching broadcast? If so, what’ s the visual lead? Who is your spokesperson? Media training is a must. Even the most eloquent speaker can freeze on camera. PODCAST: If you’ re pitching a podcast, the interviewee
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