Do you ever think to yourself, “My club has a really unique story.”? Do you see articles about competitors in magazines or newspapers and think, “My club should be there.”? Have you ever wanted to issue a press release to the media, but don’t know where to start? If so, you’re not alone. After all, most health and fitness club owners are more concerned with helping their clients stay fit than spending hours trying to generate publicity. But today, clubs are investing in public relations campaigns for a reason: PR can propel your club into the spotlight. In fact, today’s most successful clubs use PR to get the word out, reach potential customers, and impact the bottom line.
So, how do they do it? How can clubs create the kind of buzz that gets people talking and joining? To get on the fast track, try these five tips to building a killer PR program:
1. Issue High-Impact Press Releases
One of the first steps to establishing credibility with the media is to write and distribute newsworthy press releases. What is newsworthy? The definition varies for each media outlet, and the answer is, whatever holds wide appeal for their readers or viewers. Knowing as much as you can about your target media will help you to tailor your press releases and make them more newsworthy. Press releases that get the most attention usually tie into existing trends, news of the day and even holidays. Pay attention to what the media is covering, and brainstorm ways you might be able to tiein to current and breaking news.
2. Create Your Own Story Ideas
There’s no doubt that any business can benefit from increased publicity. And, clubs are especially likely to see big results from media exposure as fitness continues to be a hot topic with consumers of all ages. As consumers strive to stay healthy and have more fun doing so, media are always on the lookout for stories that capture an emerging trend. Have you identified a fitness trend that would make an interesting story? Is there a new workout or piece of equipment that seems to be catching on? Creating your own story ideas for local publications is one of the best ways to generate media attention. To offer a story idea, create a brief “pitch” that includes information about the idea, interview sources and ideas for visuals. Be sure to keep the pitch concise, to the point and colorful. Try sending the idea to health and fitness editors at target publications, and let them know how the story might look on the television screen or the magazine page. Clubs that take the time to offer newsworthy stories directly to reporters often end up with invaluable media coverage.
3. Don’t Be Media-Shy
In addition to sending press materials to the media, don’t be afraid to start building relationships with key reporters who cover your industry. However, reporters are always busy, so be conscious of deadlines when you call. Reporters spend a lot of time fielding story ideas, so sometimes, the best idea is to call to introduce yourself as a potential industry source and forget the sales pitch altogether. Before you even think of contacting reporters, make sure you or someone on your staff has experience working with the media. If you blow it with a reporter your first time at bat, it could be your last. Many PR firms and consultants offer training programs to prepare you for how to work with the media.
4. Never Rely on Advertising Alone
Knowing that you will reach a specific number of readers with a controlled message can be tempting, but remember – consumers pay a lot less attention to advertising than the editorial content of a newspaper or magazine. Redirecting some advertising dollars in favor of trying to “make headlines” is an idea that can generate more attention and save money in the long run. Just remember, don’t put all your eggs in the advertising basket. A smart marketing strategy includes a good mix of several strategies.
5. Know Where to Look for Help
By now, you may think that launching a solid PR program takes a significant amount of time, resources and expertise. While good PR does require a commitment, there are ways to find costeffective help: PR consultants that can immediately use their health and fitness industry expertise to your advantage. For example, a recent campaign created by our firm to generate local media exposure and drive customer traffic cost a total of $18,000 over a six-month period, and resulted in more than $65,000 worth of media coverage for our client!
Using public relations strategies such as press releases, story pitches, newsletters, and other communication tools, a PR firm can help you build a marketing strategy that truly speaks to consumers, and encourages them to speak to you. And, after enjoying the media spotlight comes the fun part, managing the influx of new clients!
J.D. McCartney is the Chief Executive Officer of Xstatic Public Relations. He has counseled a wide variety of health and fitness companies. He can be contacted at 303.995.5747, or by email at jd@xstaticpr.com, or visit www.xstaticpr.com.
