Public relations is far more than just media exposure – depending on the spa's business goals, it can also include speaking engagements, awards, community involvement, events, and thought leadership. A solid public relations agency will help spas uncover what is possible and guide the strategy to help professionals achieve their goals. Before engaging with a public relations firm, there are a few questions every business owner should consider.

DO YOU HAVE TIME TO COMMIT?
As much as most people would like working with a public relations firm to be a plug-and-play operation, it will require some work on the professional's end. If the public relations firm is doing a good job, the professional will have to set aside time for interviews and media responses, reviewing their copywriting, meetings and regular check-ins, speaking engagements and community events, and hopefully, client inquiries. While it does not necessarily have to be the business owner, the firm needs a point of contact.

WHAT ARE YOUR GOALS?
Every public relation firm should begin their conversation talking about the professional's goals. If the professional does not have clearly defined goals, the firm can help refine them, but it is good to come to the table with some short- and long-term goals in mind. These goals will help the professional and the firm identify if public relations is even the best strategy for the spa; if the professional does move forward, their business goals will ultimately become the basis for measuring the effectiveness of their public relations strategy.

ARE YOU READY FOR THE EXPOSURE?
If the professional is launching something new and does not have customers, they should ensure all of the kinks are worked out before taking it to the media as they may want to take their new products or services for a test drive. Furthermore, is the professional comfortable with the spotlight or do they have a spokesperson (someone at ease with media interviews or speaking)? If the public relations strategy does its job, is the professional prepared to handle the benefits that often come along with increased exposure, such as more customers?

DO YOU HAVE REALISTIC EXPECTATIONS?
Public relations takes time; it can often take 60 to 90 days before the professional sees any results. That is not to say results cannot happen sooner, but public relations should never be the only feather in the spa's marketing cap. Sending one press release and expecting immediate results will set professionals up for disappointment. Public relations is not a direct sales tool. Do not expect it to convert clients, but do expect it to help deepen relationships, build credibility, and generate exposure. That said, any good public relations firm should provide professionals with regular reporting so that they can identify what is and is not working.

DO YOU HAVE THE BUDGET?
The old saying, "You get what you pay for," absolutely applies to public relations firms. A one-off press release will not deliver the results professionals are looking for. Be prepared to work with an agency in an ongoing basis (likely a minimum of 90 days) on a cohesive campaign. Most firms will charge a monthly retainer to carry out the campaign or strategies they have outlined for the spa; this retainer can range significantly depending on the scope of work and other variables. Anyone considering public relations should budget for at least a three-month relationship.