It’s very likely that, in the “new” normal, you are working harder than ever before to get folks through the door. One way to do so, while also creating PR buzz, is by hosting events. As wellness professionals, it’s likely you have held events in partnership with product vendors and, should know the basics. Let’s expand on that and focus on planning events that bring media and influencers into your space.

I have helped a slew of clients host dozens of events. The ones that are most successful include experiential elements, an exciting product, brand, or theme, and something new to report on. You work in spa and skin care, which means you have the first two areas covered The “new” can be in the form of an opening – launch (product, treatment, menu, et cetera.), or notable guest(s) in attendance that have a newsworthy tie to your brand.

Debra Locker is the president and owner of Debra Locker Group, which she founded in 2008. The award-winning, boutique agency specializes in the luxury lifestyle market. Clients are featured on “The TODAY Show,” in SHAPE, Marie Claire, The New York Times, Huffington Post… to name only a few. Locker is the co-author of “Women of Courage.” The book is a compilation of stories from women who have found wellness and happiness following struggle. Prior to launching DLG, Locker was the PR director for the International SPA Association. Before her PR career, she was a television reporter and producer.