There news cycle can feel a bit like groundhog day at the moment – if it isn’t COVID-19 related, it doesn’t get any air time.
And that can be a bit daunting when you know you need to get your business front and centre again, ahead of re-opening. That’s not to say it’s impossible though, if you pitch the right angle to the right media.
Be relevant
Venturing out and making an appointment for a treatment is undoubtedly high on everyone’s wish-list right now. But equally, they’re going to be hesitant to do so, given the fear surrounding the pandemic. With that said, this is an opportunity for you to highlight how you have adapted to the new normal. “Tell an audience that not only have you increased your hygiene practices, but that you have also spent the lockdown perfecting new treatments that will tackle any skin conditions that may have arisen while in isolation,” says marketing expert, Kaye Leaver. “Give a treatment a cool, of-the-moment name, like ‘The Quarantine Exit Plan’, which will be sure to get a beauty editor’s attention.”
Don’t spam
Sending a one-size-fits-all press release isn’t likely to work in your favour, Kaye says. Rather, craft something specific for each media outlet. “Email the right person, tell them why this information is relevant to their audience, and include all vital information, such as price, products, and a quote from you. Make it easy for them to use. The less work they have to do to get information, the more likely it will be that you’ll get coverage,” says Kaye.
Follow up
This is a tricky one because if there’s one thing journalists hate, it’s being harassed about a story they have no intention of running. But if you’ve followed the previous steps, and you don’t get a response, it’s worth following up. But that said, there’s a method that should be observed. “Be strategic,” advises Kaye. “Simply sending an email stating, ‘I’m following up on the below’ isn’t going to cut it. Likewise, avoid phoning a journalist. They’re busy, and they don’t have your original press release in front of them. Rather, send an email, highlight that you would love the opportunity to tell them more as you really do believe it’s relevant information to their audience, and invite them to try the service or treatment for themselves. You get more bees with honey!”
Visit the #BEAUTYSTRONG hub at www.professionalbeauty.com.au/beautystrong/
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