If the media comes snooping around your salon this spring, be careful what you say and do, says the Indoor Tanning Association.
With spring (almost) in the air, tanning industry adversaries are preparing to go on the offensive, and they’ll use the media to do it. Expect everything from stories warning about the “dangers” of indoor tanning in magazines and major news outlets, to various TV news segments based upon clandestine “sting reports.” This type of attention is the bane of salon owners everywhere because it never portrays our industry in a positive light. This is why the Indoor Tanning Association urges tanning professionals to avoid speaking with the media or, at the very least, contacting the organization for guidance when and if investigative reporters start snooping around your salon.
No salon owner is under any obligation to talk to a reporter, and this is something that John Overstreet, ITA Executive Director, wants tanning pros to remember. “A call from a reporter can sometimes be a bit intimidating,” Overstreet said, “and salon owners might feel intimidated by them and obligated to return their calls. Salon operators are under no obligation to return calls to the media, nor are they obligated to participate in any of their stories. In fact, I would personally advise against it because history has proven that nearly every time the media has focused upon a tanning business, the reporting has been unfavorable.”
If a reporter just shows up at your salon, Overstreet recommends politely asking them to leave. “Despite how nice they might seem,” he added, “the media has not been friendly to our industry. Reporters will sometimes present themselves as allies who understand the struggles of today’s salon owner, only to turn around and write stories that slam indoor tanning and mention cancer. It’s very important to remember this if they show up wanting an interview.” Overstreet also says it’s never good policy to allow reporters to speak to your clients, since you have no idea what types of questions the reporter will ask, nor how your tanners might respond.
While some salon owners believe they can “set the record straight” in a media interview, Overstreet says otherwise. “Some operators see an opportunity to be interviewed as a chance to finally educate the public about what indoor tanning is all about,” he said. “No matter what your agenda is, the reporters have an agenda of their own. Many people from this industry have spoken to a reporter only to regret it later because everything they say ended up either buried in the story, twisted around or not there at all.” This is another reason why Overstreet recommends avoiding media interviews altogether.
A “sting report” is the worst-case scenario involving the media and tanning salons, and they’ve been known to happen. This is when reporters sneak into tanning salons with hidden cameras and microphones and encourage salon professionals and tanners to make all sorts of incendiary comments. “There is only one defense against a sting report and that’s being professional and mindful of the things you say to your tanners,” Overstreet said. “This is why it’s important to not make health claims about your services. If someone is in your salon asking a lot of questions about the health benefits of indoor tanning or whether UV and/or sunless tanning is ‘safe,’ then chances are good that it’s a set-up.” In the event of someone coming into your store and badgering you about “safety,” Overstreet recommends focusing upon two or three points, such as your salon’s cleanliness, attention to guidelines and the importance of educating your tanners about moderate UV exposure. It’s also important to educate your employees about sting reports and establish a set of procedures to follow just in case.
Although Overstreet recommends salon owners avoid interviews, he recognizes the fact that some might feel compelled to talk to the media. “Ask the reporter to send you their questions in advance,” he said, “so you can prepare your responses. Think of two or three points that you wish to focus upon, such as the importance of tanning in moderation and educating your tanners, and remember to be cooperative and friendly. Under no circumstances should a salon owner make health claims about their services; instead, discuss what you know best: how you run your business and the precautions you take to protect your salon guests.”
If you’re approached by members of the media, Overstreet urges you to contact the ITA for assistance. “It’s always best if salon professionals contact us immediately after the media reaches out to them,” he said. “This will give us enough time to talk with the salon owner and assess the situation, as well as offer some tips and advice if the salon owner chooses to go ahead with the interview.”
