How do I get the most out of my public relations?

Before you launch a public relations or advertising program, ask yourself: What are the goals of your program? Do you want to bring in more clients, motivate your team or receive local or national recognition in either the spa trade or public eye? These are a few questions you should ask yourself and your management team. If you have the right public relations counsel, they should be asking you these questions and many more. Your answers will guide your press relations and help to focus your networking.

Advertising response can be statistically tracked, but is also seen by the public as "you talking about you" or your invitation to them. You create the ad or commercial and control every word and image in the message.

On the other hand, publicity can be used as an ongoing building block for your future and image in both the public and professional industry. While this cannot always be controlled, and is often contained within larger articles or broadcast programming, it carries the implied endorsement of the media, which is almost priceless.

This type of work doesn't come without some expense. Allocating seven to 13 percent of your gross budget to your PR and advertising line should sufficiently allow you to develop a working program for whatever size business you are.

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