How to create a successful PR strategy for your day spa

Building relationships in your business community is most important when it comes to gaining press coverage, says PR director Abigail Segall 

Whether you’re a new business or have been trading for a few years, when it comes to PR the rules are the same – become part of your community and engage with that community. 

You’re in a unique position in as much as the internet cannot provide what you do – human contact and interaction. A website is unable to give a treatment and build a personal relationship with your clients. What it can do, however, is drive consumers to your door and help you communicate with your customers to cement those relationships. 

Ensure your spa’s website is up to date with news, events and new products as it is effectively your shop window to the wider world. Highlight any offers and feature topical products or services – for example, if you offer an oxygen facial and an A-list celebrity has been talking about her love of that treatment, make sure that is on the first page of your site. 

Recognise the power of social media – follow your clients on Twitter and Instagram, promote offers on your own pages and repost items from your brands. Join local Facebook groups and ensure that your business is mentioned when someone posts asking for a good place to go for a facial or massage. Answer quickly and knowledgeably if someone posts asking for help with a particular condition that you can treat, but remember to name your spa and state that you’re a local business when responding to these posts. You should also encourage your regular clients to post reviews. 

Don’t ignore local newspapers and magazines either. Invite a journalist from each publication to come and experience a treatment in your spa. Be generous with samples and always follow up after the treatment. If you already advertise with them, ask if any review can be run in an issue you are not advertising in, or at least on a different page. This way you maximise coverage. It’s also worthwhile taking part in local events such as fundraisers, jubilees and parades to keep your spa’s name at the front of people’s minds.

Abigail Segall is director of Freedom PR, which represents brands in the health, beauty, fashion and lifestyle sectors. The company was established in 2001 and has represented major clients including Dermalogica and Ugg.