PR-worthy treatments: What editors look for in a feature treatment

In a world where every clinic claims to offer the “next big thing,” standing out to editors isn’t about having the fanciest device or the most dramatic before-and-after. It’s about understanding what the media actually want - and that’s often not what clinics think it is.

I’ve worked in PR for over two decades, specialising in aesthetics, beauty and wellness - . I’ve placed clients in everything from Vogue to Cosmopolitan -  and I can tell you with absolute certainty: the treatment alone doesn’t get the press. The angle does.

Here’s what makes a treatment actually press-worthy in 2025:

It’s part of a wider trend

Editors are inundated with pitches, so they prioritise relevance. If your treatment ties into a wider industry or consumer trend, it instantly becomes more appealing. Think: regenerative skincare, post-Botox alternatives, lymphatic health, skin cycling, energy stacking. “We’ve launched Morpheus8” won’t land. But “Why women are layering Morpheus8 with polynucleotides for long-term skin resilience” will.

It solves a real, relatable problem

Beauty editors are still storytellers. They want features that resonate with readers, whether that’s treating perimenopausal skin, rosacea flare-ups, pigmentation post-summer, or the growing demand for tweakments with zero downtime. If your treatment genuinely solves something specific, you’ve got a hook.

It’s delivered in a distinct or unexpected way

It’s not just about what the treatment is; it’s how it’s performed, packaged, or stacked. Editors love hearing about techniques with a signature twist: a glow facial with oxygen and lymphatic drainage, or a bespoke exosome cocktail applied post-microneedling. Think beyond “a facial” - and sell the experience and innovation.

The founder or practitioner has something to say

The treatment may open the door, but it’s the expert behind it who keeps editors coming back. Media coverage is no longer just about what you offer; it’s about who’s delivering it and what they have to say. In an era of founder-led branding and expert-driven content, editors are always on the lookout for professionals who can bring insight, clarity, and authority to a wider conversation.

Clinics with media-trained, opinionated, quote-ready founders are far more press-friendly than those who hide behind generic brand language. A well-placed quote can make the difference between being included in a round-up and becoming the headline expert. Being able to comment confidently on trends -  “Injectables are becoming more subtle, and here’s why”, or to challenge a norm,  “We need to stop over-treating skin that’s inflamed” -  makes you invaluable to journalists looking for credible voices.

The visuals tell a story -  but so should you

Yes, before-and-afters can catch an editor’s eye, especially when the results are genuinely transformative. But strong imagery alone won’t carry the feature. There’s always a story behind that result; whether it’s a client who’s overcome hormonal pigmentation, or a new treatment protocol that shortens downtime by half. The why behind the wow is what makes a story land.

Final word?

If you want your treatment in the press, stop pitching the procedure and start pitching the point of view. It’s not about shouting louder -  it’s about saying something smarter.

Journalists aren’t looking for another generic glow facial. They’re looking for a story, an angle, a moment-  and a founder who knows how to own it.