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A PR Tutorial for the Health, Wellness & Beauty Industries

By May 14, 2019 No Comments

At Aspen- and Fort Lauderdale-based public relations agency Durée & Company, we know the beauty of creating successful PR campaigns for clients in the health, wellness and beauty industries, from grand openings and ribbon cuttings to memorable events and product launches.

Health, wellness and beauty clients are always showcasing new products and services. While media thrive on the most up-to-date news, they get inundated with the latest and greatest products and offerings every day. Often, an in-person, firsthand experience is required to stand out from the rest. How do we continuously succeed at this at Durée & Company?

  • Ensuring that journalists experience the product or service. By trying the product or service themselves, journalists can provide their readers with a true review. There is a huge experiential component in the beauty, health and wellness industries, so we often garner press coverage for our clients by sending media products to sample, or inviting the writer to experience a service such as a facial. Along with the products, a PR shipment usually consists of a press release or a fact sheet.

For example, for our client Veritas Farms ― a full-spectrum CBD brand with a 140-acre farm and production facility based in Pueblo, Colorado ― we send CBD samples such as gummies, lip balm, salves and tinctures to media. We also invite them to the farm to experience the farming and production process that goes into creating the CBD products.

  • Positioning the client as the expert. While most of the news in the health, wellness and beauty industries is exciting, some of it can be confusing and overwhelming. For these types of stories, media seek out an expert voice. We establish our clients as leaders in their industry by pitching them to provide expert commentary, write bylined articles and blog posts, or speak at conferences and events.

As an example, we have successfully positioned our client Jacob D. Steiger M.D. of Steiger Facial Plastic Surgery, a double board certified facial plastic surgeon, as the medical leader in his industry that he is. He has served as an expert in numerous articles, on broadcasts and at speaking engagements ― such as Reader’s Digest, South Florida ABC affiliate WPLG, and events such as the Sun Sentinel Prime Expo ― regarding the background and treatments of various invasive and noninvasive procedures.

  • Working with bloggers and influencers. In addition to writing a traditional press release, working with bloggers and influencers is a great tool to get clients earned media and noticed by consumers. Bloggers can be a brand’s best advocates, from utilizing YouTube for makeup and hair tutorials, to sharing their experience of getting a facial on Instagram Live, to writing a product review on a blog post. These social media users generally have a massive social reach and targeted audience.

The first step in working with influencers is to find those who align with a product or service to reach consumers who actually want to hear about the brand. Then, work with the influencer to think outside of the box to create an “Instagramable” moment, such as a fun photo opportunity or giveaway that aligns with both their platform and the brand. After the campaign, it’s important to maintain a relationship with the influencer in order to work together in the future. If an influencer is seen continuously using a product, it only builds more credibility for a brand.

At Durée & Company, we’ve worked with influencers from South Florida and beyond to get our clients seen and heard. We most recently worked with Miami-based blogger Maria Tettamanti of The Wordy Girl for a review of our client Veritas Farms’ full spectrum CBD salve. We’ve also had Boca Magazine Web Editor Christiana Lilly experience a HydraFacial at Steiger Facial Plastic Surgery, which she wrote about in a recent article.

  • Hosting unique events and experiences. An effective component to any PR strategy are events. With 20 years of experience planning successful client events, we always ensure that events are newsworthy, and something that reporters and influencers would be excited to attend and cover for their audience. Every event detail, from the guest list and décor, to the menu and gift bags, should be fine-tuned to curate a memorable (and Instagramable) experience.

Unique experiences such as product demos, expos, cooking classes, luncheons, yoga classes and more can introduce media to a client’s product or service. These types of events also give publicists the opportunity to meet and greet with media.

  • Understanding the importance of imagery. When journalists can’t try a product or service first firsthand, images and videos are crucial. It’s important to hire a professional photographer to take high-resolution pictures and videos of products and services, including flat lays and lifestyle imagery. Video tutorials are also important, so the journalist or viewer can depict how to use a product. Without high-quality images, media is less likely to write about a client. This content can also be utilized on the client’s website and social media channels.

Want to know more about the ins and outs of promoting the health, wellness and beauty industries ― and public relations in general? Check out our Dynamo Diary or Instagram for more insight and #behindthescenes on #PRlife!

About Durée & Company

Durée & Company, Inc. is an award-winning full-service public relations, marketing and special events firm with offices in Fort Lauderdale, Florida and Aspen, Colorado. The firm serves the corporate, agency and nonprofit arenas for local, national and international clients focusing on public relations for real estatepublic relations for restaurantspublic relations for law firmspublic relations for charitiespublic relations for healthcare, and many more. Durée & Company services include Public RelationsSocial MediaMarketingAdvertisingSpecial Events, and Radio Promotions and Outreach.

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