Shape Up Your Fitness Business With These DIY PR Tips
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Nancy Trent
If your fitness center offers unique classes, innovative programs or success stories, you're a prime candidate for publicity. Journalists love "stories with purpose, led by people with passion," and your gym fits the bill perfectly. First, some basics:
- What is PR? - Public Relations (PR) is the strategic communication of your message to your target audience. PR professionals use media coverage --free editorial mentions in media outlets and social media platforms-- to amplify your message.
- The Power of Good PR - Turn on your TV, pick up a magazine, scroll through social media... These platforms aim to entertain, engage and inform. Effective PR transforms your story into newsworthy content.
Benefits for Your Fitness Center
PR helps spread your message widely. When done right, it can generate buzz and word-of-mouth referrals. In today's business environment, it's the endorsements from others that drive memberships and sales.
When potential members see your gym featured on popular morning shows, blogs or Instagram feeds, they start to see your gym as a must-visit. This visibility reinforces existing members' loyalty and encourages them to share their positive experiences.
Investing in PR
Consider PR an investment in your gym's growth. Allocate part of your marketing budget to it or be prepared to manage it yourself. Starting a PR campaign can be challenging yet exciting, and with a strategic approach, you'll see great results.
Steps to Launch Your PR Campaign
- 1. Get Motivated: Identify the unique benefits your gym offers. Research competitors and highlight what makes your services different and better.
- 2. Develop a News Instinct: Stay updated on current news and trends to time and place your stories effectively.
- 3. Create a Media List: Identify media outlets that reach your target audience. Look up editors, producers and contributors. Many websites offer media kits with editorial calendars.
- 4. Understand Lead Times: Different media types have varying lead times. National magazines, for instance, plan 4 - 6 months in advance. Map out your PR goals on a calendar and prepare materials accordingly.
Preparing Press Materials
- Press Kit: Compile background information, biographies, fact sheets and story ideas along with high-quality images. Have statistics, case studies, photos and videos ready for use.
- Media Training: Train your spokespersons to handle media interactions professionally, focusing on conveying the gym's message without being overly promotional.
- Press Visits: Arrange face-to-face meet-ings with the media to give them a firsthand experience of your gym.
Making News
Your goal is to create newsworthy moments. Consider the following:
- Piggyback on Trends: Leverage current trends to make your gym relevant.
- Seasonal and Awareness Days: Use holidays and awareness days to boost visibility.
- Announce New Developments: New classes, equipment or expansion plans can be newsworthy.
- Leverage Initial Press: Once you get media coverage, use it to generate more interest.
Working With Journalists
- Be Brief: Journalists are busy. Appreciate their time and be concise.
- Know Your Journalist: Understand what they cover and tailor your pitch accordingly.
- Meet Their Needs: Ask about their current projects and offer relevant story ideas.
- Deliver Promptly: When a journalist shows interest, be ready with the information they need.
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Navigating the media landscape can be complex. Start early and do what you can until you're ready to bring in PR experts. With dedication, PR will soon become a favorite part of your gym's growth strategy.
