Last night’s Press Release Roundtable proved one thing loud and clear: the stories of beauty professionals are too powerful to stay in the treatment room.
Hosted by The Skin Games, the virtual event brought together an all-star lineup of editors, PR experts, and marketing pros to answer a question that so many estheticians ask but rarely get answered: How do I get noticed?
And the answers? They were gold.
Biggest Takeaways
1. Research beats the “spray and pray” method. Dorian Reyes (Managing Editor, Dermascope) shared how she receives countless emails every week — but the ones that stand out are researched, personal, and connected to the magazine’s actual content. Her advice: don’t just send your story. Show you’ve listened to the conversation first.
2. The anatomy of a press release still matters. Debra Locker (President, Debra Locker Group) reminded us that press releases aren’t dead — they’ve just evolved. A strong hook in the first paragraph, the right quote, and a clear boilerplate can still get you published. She also shared who to send it to (and who not to waste your time on).
3. Repurpose, repurpose, repurpose. Meg O’Brien (Founder, Esti Content Club) flipped the script on press by showing how one feature can become dozens of posts, blogs, newsletters, and highlights. Her message? “It’s not bragging, it’s business.” Sharing your recognition isn’t about ego — it’s about building trust.
4. Local media is waiting for you. Robyn Newmark (Beauty Guru Magazine) broke it down with a 10-step roadmap to getting into your local press. From aligning with nonprofits to pitching yourself as the go-to expert, she made it clear: your hometown media wants your story — but only if you know how to pitch it.
5. It’s not about grabbing attention — it’s about joining the conversation. Catherine “Kitty” Lin (Managing Editor, Skin Inc.) reframed how we think of media entirely. She explained that industry news is part of a broader cultural dialogue, and estheticians can step into it by tying their expertise to trends, attitudes, and timely topics.
Why This Matters
Press coverage isn’t just a “nice to have.” It builds credibility, visibility, and authority — three things that translate directly into more clients, more opportunities, and more growth.
And thanks to our panel, we now know:
- What editors actually look for
- How to structure a release that gets read
- How to turn one feature into months of content
- How to pitch yourself locally
- How to frame your story so it sticks
Don’t Miss Out Next Time
If you couldn’t make it live, you missed a chance to hear directly from the voices who decide what gets published in our industry. But don’t worry — the replay and resources are on the way to everyone who RSVP’d.
Pro tip: Attendees also got a rare opportunity to submit their press releases for review by our panelists. That kind of feedback? Priceless.
Final Word
The Skin Games has always been about more than competition. It’s about connection, collaboration, and helping beauty professionals share their brilliance with the world.
And after this roundtable, one thing is certain: every single one of us has a story worth sharing — and the tools to make it heard.