The speakers's words

An interview with Sue Anstiss, who will hold two sessions entitled “Establishing contact: internal communication for modern times” and “Public relations: your recipe for success”.

Public Relations can be an effective and cheap tool to promote the club. What should the small, independent operators do to make the most of it?

My three key tips would be:
The first step is to take a little time to identify the full range of media available in your area. Think widely to include newspapers, magazines, radio shows, websites, company newsletters etc and then work to build strong relationships with a variety of contacts.
Secondly, be aware that we all have plenty of material in our clubs that could make good stories for the media – it just takes a little time to think about it how to package it and then to spread the word. Some simple ideas include member testimonials, quirky classes in the studio, charity challenges, awards, expert comment, statistics and research, new programmes etc.
Finally I would recommend that you initially choose one person in the club to drive your PR activity. Give them a digital camera and some time each week to get to know the local media.

Could you please give us a brief anticipation of your “ recipe of success” you will uncover in Verona?

In the ‘Recipe for Success’ I will share my very simple 5 step plan for getting coverage in the media with lots of examples of coverage we have generated for health club clients in the past decade.

The communication between club managers and staff is often difficult. Why?

Development in technology means that the way in which we communicate is constantly changing. In all businesses it can be hard to find the right balance for communicating with our staff, and health clubs are no different. The fact that those working in health clubs may have changing shift patterns, with some working part time, only adds to the dilemma that faces club managers.

What should the operators do to make things simpler and “done”? 

I hope that my presentation, “Making the connection: internal communications for modern times”, will help club managers think about the way in which they communicate with their staff and members in the future. It’s important to recognise that using the same method of communication all the time is not necessarily the most productive approach, and what might be right for an employee in one situation may not be right in every case.

What would you suggest to the Italian operators in order to thrive and survive in a very competitive and challenging market?

My key tips would be:

• Invest in your staff so they can offer a high quality service in all areas of the club
• Keep the club very clean at all times
• Talk to your members – get to know their names and build relationships.