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I want to work in PR -- can I do that just for spas?
Public Relations (PR) for spas is a specialist area that requires a certain set of skills. The Good Spa Guide asked Senior Account Executive at The Spa PR Company, Roxane Farley, a few probing questions to find out more ...
Do I need a degree for a job in spa PR?
"A degree is always helpful for getting a job in any industry; it demonstrates commitment, time management, and analytical thinking. However, PR is all about experience; whether it be understanding the media, handling a tricky situation in the best possible way, building up contacts, successfully utilising those contacts, or pitching to perfection. These facets cannot be learnt through a degree, and can only be mastered through experience."
What characteristics do you look for in a Spa PR employee?
"Enthusiasm is a big one for us; if you have someone with high energy levels it means they are willing to get it right (be it a phone call, press release or client pitch for example). Plus, it always helps maintain a fun office atmosphere. A passion for beauty and wellbeing are vital. Organisation and time management are also key, and an element of thinking outside the box when it comes to pitching clients to journalists, or writing press releases."
Do I have to have experience of working in a spa?
"This would help but certainly isn't necessary. We do however look for avid spa fans who take a keen personal interest in the spa world, either by reading about spas or visiting them."
What advice would you give to someone looking to get into spa PR?
"Read spa trade magazines! If you arrive at an interview and can impress the interviewer with industry knowledge, you'll be ahead of the game. Get to know the clients of the company you're interviewing for; read up on them or even try and visit them beforehand!"
How does spa PR differ from other kinds of PR? What are your specialities?
"Our knowledge of the spa market and what PR and marketing activities work within the industry are amongst our greatest assets. Working within the industry, PRs who specialise in spas generally have an interest in the wellbeing of others, be it the client, the journalist, or the consumer who will be reading the reviews. Our speciality is being able to match a spa or treatment to the demands of others. We know the latest industry trends, what has succeeded that year, what spas and spa products are doing well and why. Our knowledge proves invaluable, especially for clients and for journalists putting together spa features."
Are there lots of perks working in spa PR? Do you get to jet off to lots of amazing locations?
"Yes and no! You do have to know your client inside out, so this often entails visiting their spa, trying their treatments, and generally experiencing what a consumer would experience in order to talk about it to others. However, work is still work; clients do not administer endless freebies; they expect a return on their investment, so you have to work hard to do this! That said, if you have clients in Malta, Gran Canaria, or anywhere in a generally amazing location, there is a chance that you will be expected to go on a 'fam' (familiarisation) or group press trip. That can be very rewarding, especially when the established client/PR relationship is good and you can enjoy the experience."
What are your top tips for someone looking to work in spa PR?
"Get as much experience as possible doing two week placements or internships wherever possible. Immerse yourself in media; read the papers, get on Twitter, familiarise yourself with journalist pages/columns. Get to know the spa industry as well as possible; keep an eye out for trade magazines and news online, and you'll be streets ahead."
See also:
* Can I get a degree in spa therapy or spa management?
* What opportunities are there for working overseas and what can I expect from the experience?
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