Know-How Exchange : Advertising/PR

If looking to entice any type of media attention, consider working with social service agencies to offer free service(s) to those in the local community who need it more than ever: un(and under)employed, parents of special needs children, people way down on their luck, women's shelter residents (abuse victims), anyone working their way back into the job market. Perhaps select one per week or month. Produce press or video release (before/after). Supply the recipient with a new outfit (perhaps from a local consignment store). Of course, the appropriate releases for publicity would have to be agreed to beforehand and signed off. This could be a win-win situation for everybody, and bring you business based on your community service initiative.

Best of luck,
jag
MarketBase

You should first figure out the core areas or the speciality of the salon and spa. Whether they are specialists in one field and provide other services make a huge difference as that one point can be strongly used to promote the spa and thereby promoting other services.
Also the speciality will interest the media to write.The media will write naturally when there is something good to write about. As a PR, you should also focus on creating good relations with media houses and also promoting your setup in a professional manner.