PR Tips for the Health & Wellness Pros

The sun is slowly setting on Summer which means, schedules, back to school/work and routines are about to become reality again. For health & wellness pros, this is a key time of year for you to reach new clients and a reinvigorated public wanting to fall back into healthier habits.

With a public who is engaged, a PR campaign is a strategic way to build your credibility at this crucial time and promote your offerings to new customers. Consider these tips as you build your Fall PR campaign.

1. Sell your story

Everyone has a story and you want to make sure your story is heard and shared. Consumers want to be able to relate to you, admire you or even sympathize with you. The only way that’s possible is if they know your story. There are a few ways to go about this: you can build your origin story – who’s behind this brand, how did it come about and what does it offer? Alternatively, you could speak to your brand’s identity, its vision and values (especially important for an industry with sometimes sensitive or hesitant clientele). You could also add a layer of authenticity and share consumer/client success stories through testimonials.

2. Educate

In a world filled with fads and gimmicks, people want to be armed with how to take care of themselves properly, whether that’s fitness, nutrition, meditation, supplement support, etc. To earn trust, show why you are the person clients should seek. Invest in educational content and provide a few useful tips. Showing value is important and will ultimately differentiate you from competitors even if you are offering similar products or services. When engaging traditional media, you will need to offer value to their audiences in order for them to highlight you and your company. 

3. Words Matter

When beginners are looking to engage health and wellness pros, it can be VERY daunting. You do not want potential customers to be scared away by the messaging you use. But on the other side, if your customers already have a good understanding of your services, they don’t want to be involved in ‘amateur’ activities. This can be a tricky balancing act, but it is a key aspect in any communications strategy to consider, especially in the fitness business. 

4. Online Presence & Visuals

It goes without saying that having a website, social accounts, blogs, newsletters, YouTube (or some combo of these) is essential, but health & wellness brands have an especially big advantage because a lot of the work is visually stimulating. From fitness and mediation to promoting healthy nutrition and/or beneficial supplements - there’s always something visual you can show to sell your service/product. Let people see what they’re buying. You want to show your credibility, approachability, and welcome consumers into an inviting environment. 

If you want to become trusted and reputable in an overcrowded heath & wellness market - invest in a PR campaign, put in the work, practice patience and before long you should see the fruits of your labour. A fall campaign is a great way to build for the biggest time of year – Jan 1 – which, let’s be honest, is just around the corner.