must have a personality and be able to communicate effortlessly in a conversation. Share a quick two-minute interview to demonstrate this. l TRADE: If you’ re pitching an industry publication, think about how this story can help practitioners do their jobs better. What insights can you present to make their spa more profitable? l CONSUMER: If you’ re pitching to a consumer outlet, what do those editors care about? They want to know what’ s new and what consumers are demanding. They want to know what works. And they want media outlets to vet the latest claims and cut through the clutter of too many choices. If Elle magazine says your latest lymphatic massage made them feel lighter, that’ s a much better sell than if you’ re just saying it in your last newsletter. Then you can use that information and claim,“ Elle magazine approved.”
Mary Bemis, one of the most respected spa visionaries and a founder of several magazines, including Organic Spa and American Spa, understands what makes a spa story worth covering. In her latest outlets, Insider’ s Guide to Spas and the new broadsheet Hush, she looks for the deeper story behind the spa.
“ After nearly three decades covering spas, I’ m still most interested in the stories that often go untold. Beautiful design may catch my eye, but I want to understand the vision behind the spa, its relationship to the place it calls home, and the people whose dedication and personality shape its culture. That’ s where the heartbeat of a spa is found.”
Mary Bemis and Darlene Fiske connect while conferencing in 2011, a reminder that the strongest media relationships are built through genuine connection long before the pitch.
What can spa leaders do right now to feed the wolf?
1 Invite an editor to coffee. Pick up the phone. Send a DM. Write a short email. Make it easy for them to say yes. Remember, relationships are everything.
2 Write a pitch. In two or three sentences, clarify what the pitch needs to get across. What’ s the hook and why should an editor care about this right now? Remember to tailor it to your media outlet.
3 Start small. Create a local media list and start practicing. Learn to accept rejection. People are busy, so it’ s not that your idea or pitch isn’ t great. Editors are swamped, so find ways to ease their pain. Be gentle and kind, yet persistent with follow-ups. n
DARLENE FISKE is the owner of The Fiske Group, an award-winning public relations and marketing firm based in Austin, Texas. A University of Texas journalism graduate, she works with luxury hospitality and wellness clients, delivering personalized strategies and proven results. Fiske’ s clients have enjoyed exposure in leading lifestyle media outlets including The New York Times, AFAR and The Drew Barrymore Show, and she has been referred to as the“ Unicorn PR Gal” by the press. | thefiskegroup. com
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