Why PR Matters for Your Wellness Business
You’ve put your heart and soul into your wellness brand – whether it’s skincare, holistic therapy, coaching, or yoga teaching. But if people don’t know you exist, how can they buy from you? Social media is great, but the algorithm is unpredictable limiting who gets to see your content. That’s where public relations (PR) comes in.
Getting featured in the press can help you:
- Build trust – Being in well-known publications boosts your brand’s credibility.
- Expand your audience – Media mentions get you in front of potential customers you wouldn’t reach otherwise.
- Open doors – Press coverage can lead to additional media opportunities, influencer partnerships, speaking gigs and collaborations.
- Boost SEO – mentions on high-authority websites improve your Google ranking.
Many wellness entrepreneurs believe PR is expensive and out of reach, but affordable PR is possible without a big budget or agency – you just need the right strategy. Let’s break it down.
Step 1: Define Your Story – What Makes You Newsworthy?
Journalists want interesting and timely stories not a hard sales pitch. Your job is to give them something worth talking about. Here’s what makes a strong press story:
- A personal journey – Did something intriguing lead you to start your brand?
- A unique approach – What sets you apart from your competitors?
- A trending topic – Does your business tie into an emerging wellness trend?
- A compelling statistic – Do you have data or research to back up your claims?
Example: Instead of saying, “I run a yoga retreat,” try, “After suffering burnout, I created a yoga retreat designed specifically for overworked professionals to recover.”
Step 2: Know Your Audience – Find the Right Media Outlets
Not all press is created equal. A feature in a niche wellness magazine might be more valuable than a general news site. Find out where your ideal customers get their information and target those outlets.
Examples of media to pitch to:
Health & wellness magazines – Women’s Health, Happiful, Psychologies
Lifestyle publications – Stylist, Refinery29, Sunday Times Style
Industry-specific media – Holistic Therapist Magazine, OM Yoga, Professional Beauty
Podcasts & blogs – Many wellness experts build credibility through guest appearances.
Step 3: Craft a Compelling Pitch
Journalists get flooded with emails daily, so your pitch needs to stand out. Keep it short, engaging, and personalised. Here are a few key elements of a winning PR pitch:
- A Captivating Subject Line – Your email needs to stand out in a crowded inbox.
- A Strong, Newsworthy Hook – Your pitch should tie into a timely event, trend, or industry shift to make it relevant and compelling.
- A Clear & Concise Message – Keep it brief, get to the point quickly, and make it easy for the journalist to understand your angle at a glance.
- A Human Angle – Make your story relatable by highlighting real people, emotions, or the problem your offering solves.
- An Easy Next Step – Clearly outline what you’re offering (interview, sample, exclusive access) and include a simple call to action.
Pro Tip: Always research the journalist and media platform before pitching. Mention a recent article they wrote if it relates to your topic and spell their name correctly!
Step 4: Use Press Releases But Only For Major Announcements
Launching a new product? Hosting an event? Announcing a collaboration? A press release can help.
Key elements of a great press release:
Headline – Straight to the point (e.g. “UK Skincare Brand Launches Revolutionary Deodorant Line”).
First paragraph – Summarises who, what, where, when, why, and how.
Quote – A strong quote from a founder or expert adds credibility.
Contact details – Make it easy for journalists to reach you.
Statistics – Add relevant data to back up your claims.
Step 5: Build Relationships with Journalists
PR isn’t just about cold pitching – it’s about building genuine connections. Here’s how:
Engage on social media – Follow journalists and comment on their posts (without being annoying).
Respond to journalist requests – Use platforms like #JournoRequest on X/Twitter to find media opportunities.
Attend industry events – Wellness summits and networking events can help you connect with media contacts.
Pro Tip: If a journalist features you, send a thank you email. When handled correctly a good relationship can lead to future press opportunities.
Step 6: Maximise Your Press Coverage
Once you land a feature, don’t just sit back – tell everyone!
Share it everywhere – Post snippets on social media, add links to articles on your website and in your email newsletters. Ask friends and followers to do the same.
Add a ‘Featured In’ section – Mention titles you’ve been featured in on your website or social media profiles for extra credibility.
Common PR Mistakes to Avoid
Sending generic pitches – Use the journalist’s name. Never start an email with “Hey there.”
Ignoring follow-ups – Journalists are busy. If they don’t reply, check in after a few days (don’t spam them).
Making up stories – Be honest. Journalists will fact-check.
Poorly written emails – Grammar and spelling errors can send your pitch straight to the bin. Proofread before hitting send.
Not being available – If a journalist is interested, respond quickly. They work on tight deadlines.
Ready to Get Featured?
Getting press isn’t about luck – it’s about strategy, storytelling, and reaching out to the right people. Follow these steps, and you’ll start seeing real results.
Are you ready to see your business featured in the media? Do you need help crafting a personalised PR strategy? Affordable PR is within your reach. Click here to book your session on ZenPass with me Suzie Spring-Ray, founder of Springray Communications. Let’s get your wellness brand the visibility it deserves.
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