Getting publicity for a new salon

One of the challenges facing anyone opening a new salon is generating publicity. Sharleen Hunter, managing director and founder of Unleashed Potential, gives you her advice on how you can do just that.

How can raising my profile help boost my new business?

Building a local profile can transform your business, enhance your reputation, attract new clients and staff and, most importantly, boost your bottom line.

Raising your profile can also give you a competitive advantage. Unless you're based in a tiny rural village, your client base won't need to go far to find another hairdressing salon.

Positive PR helps build your credibility, establishes your salon as a leader in its field and can create valuable opportunities.

What's the best way to get my salon some positive publicity without breaking the bank?

There are various ways to get generate positive PR for your salon. The key is to find an idea that works for you and always focus on the features that set your salon apart from the rest:

• Throw a party - A launch party can be great but you'll need a strong story, photo opportunity and packed premises to get your new business in the spotlight. Getting a celebrity to open your salon may help.



• Run a competition - Try running a competition in a local paper or a hair magazine. It will enable you to secure page space without paying direct advertising fees - you'll need to be prepared to carry out a few free services for prize-winners, though.



• Build relationships with journalists - Staying in touch with journalists is extremely valuable. They always need news stories to fill their pages, so take advantage and find ways to get your salon involved.

How can I compete for headlines with bigger salons in my area?

"Bigger salons do tend to have larger budgets and, in many cases, a dedicated in-house PR team, but that doesn't mean you can't compete:

• Find a unique selling point.
• Plan your PR strategy and think about the activities you have coming up or could get involved with throughout the year.
• Make sure your tale is timely, has a great human interest angle or is entertaining. Then you're on your way to PR success.
• Get a PR professional on board. They'll have creative ideas, press contacts and persistence to help you. If you can't afford to hire an expert, dedicate some time each week to promoting your business yourself - it's not all plush lunches and fancy events, though.