Louise wood shares the secrets of effective pr
"PR is probably the one thing that will give you the edge in a really difficult market," was PR expert Louise Wood's opening line to her Business Extra Seminar audience. It was a statement she followed up with practical advice on how salons can get that edge.
Many salon owners confuse PR with advertising or marketing, but Louise explained that it is actually a far more simple skill that hairdressers and salon owners do very effectively: communication.
She believes that the key to getting your work or your salon covered is by building good relationships with the journalists that are able to publish it and by learning what stories they need to fill their pages.
According to Louise there are four key areas to focus a PR strategy on: Local Press, Industry/Consumer Press, Events and Awards, but these do not have to be exclusive and doing one stream effectively can cross over into different aspects.
Here is her advice for generating PR for your salon.
Local Press
Start by reading the local papers and working out who writes what types of content. Once you have established who the right person is, arrange to meet them either at their offices or somewhere near them.
If you want to be featured, you'll need to make the journalist's life as easy as possible so come to them and give them some information to take away about your salon. It doesn't need to be brilliantly written, but it does need to be attention grabbing - you don't want them to throw it away.
You might want to start to offer free press appointments to local journalists to help to build relationships, or you could consider giving them a well-printed press card to make them feel special.
Once you have got the ear of the right person, you'll need to give them a reason to write about you. Tried and tested methods include
- Running an editorial competition - this can be the only way-in for magazines that only take advertising
- Organising a party or seasonal event - make sure it is visual and take great pictures
- Inviting a local dignitary to the salon - this can be great PR for them as well as you!
- Get involved in a community event or local charity - but be genuine. If you aren't people will see through you.
- Always remember the local angle - regional journalists always need to know what's in it for their readers.
Trade Press
The trade press are always looking for interesting news stories. Make sure you send them to the news reporter or editor and don't expect every story you send to be published.
Events
Events don't have to cost a fortune, but they do have to catch the imagination.
Louise shared examples of events that they had successfully managed for their clients, which included
- Themed birthday parties to celebrate anniversaries
- Blowdry lessons in the build up to Christmas
- Hair shows and fashion shows in conjunction with other local businesses
- Pop-up salons at exhibitions.
But the key piece of advice is that no matter what event you put on make sure you invest in a good camera or photographer to take pictures to send to the press.
Shoots
If you really want to tell people that you have arrived, you will need a photographic collection. These are a big investment, but can be used for salon imagery, in marketing materials and for editorial coverage.
Louise suggests that you always have a practice shoot first and accept that all your efforts will not be published. After every shoot you should always ask for - and listen to - any feedback.
There are many ways to reduce the cost of photoshoots such as a shoot share with another like-minded salon or signing up for a manufacturer's photoshoot course, but Louise says you should never scrimp on the photographer as a proper hair photographer will make or break the looks.
Awards
If you are lucky enough to get shortlisted for any awards, shout from the rooftops! There is no point waiting until the winner is announced because you may not win and then you have missed the story.
It isn't just creative work that can be submitted for awards. There are numerous industry business awards or regional business awards for you to enter. These are a great opportunity for you to re-evaluate your entry.
Whatever awards you decide to enter put your all into the presentation as it is always the finer details that will make the difference and, as Louise says, give you the edge.
Find out more about the Business Extra seminars
