Radio represents a major pr medium for a salon business

Radio is often overlooked as a means of generation PR, says Louise Wood. Here are some thoughts that will have you taking to the airways and reaching an audience that is listening. Radio represents a major PR medium. The first challenge is, of course,  the fact that you want to talk about something that is inherently visual on a non-visual medium.  Clearly that sets you off on the back foot slightly but it's a bump not a road block.  Think about the questions clients ask you all the time, most of them are related to tips and advice.  How can I get more volume in my hair?  What products should I use to prevent colour fading?  Advice travels brilliantly on radio and this is the secret to achieving air time.  Find an angle for your hair care advice to approach your local radio station.  A drastic celeb colour change, a leading lady shaving her hair off (think Jessie J), Brad Pitt sporting a bun, any picture that's been widely seen of a celeb hair change gives you a starting point to offer yourself and your advice to your local radio station.  Who to approach on radio? The presenters are the people that everyone knows and, don't get me wrong, if the drive time host is a regular in the salon talk to them!  If you are approaching your local radio station without specifically knowing anyone then you need to talk to the producers.  These are the people that put the show together and run it while it's on air.  They are the people who filter out the stories they want and don't want, basically they are your route in. I would also probably advise to steer clear of commercial radio to start with as quite often there will be clear links to supporting those who advertise with them, so it can be more difficult.  Always remember that BBC local radio needs to be impartial and not be seen to be promoting businesses. Interesting events in salon and charity angles are a good way to get around this, so bear that in mind when pitching ideas to the BBC. What ways to attract attention First up listen to the show!  It might sound blindingly obvious but believe me the producer will spot a mile off if you've never heard the show.  See what features they run regularly, offer ways that you could be included in those features.  Once you've built a good relationship then you'll be in a position to suggest new ideas that you might have but to start with you need to show you understand what they are doing.  Invite the producer to the salon for a complimentary appointment, it's the best way for them to see the salon in action and really get a feel for your business.  You'll be amazed at how often the producers are overlooked because everyone goes straight to the presenters. How to get involved Offering your services for hair care advice and tips linked to celebrity or news stories is a pretty universal way to make your initial approach.  It definitely pays to think more laterally though, if you are fundraising in the salon for a local charity, let them know in the same way you would the local newspaper.  Local radio are brilliant for coming out and interviewing on location, so always invite them to any opportunities you might have.  Offer yourself or your team up to be involved in their features even if they are completely unrelated, it's a great way to start the relationship off.  Barrie Stephen once took part in a ballroom dancing lesson for BBC Radio Leicester's "Challenge Rupal" series.  Totally irrelevant to hairdressing but what it did was introduce Barrie to Rupal, showed her that he was a great sport and that he came across well on radio.  Rupal's now a regular client at the salon and she's always receptive to ideas and stories Barrie suggests for her a radio show.  So if there's a quiz on your local station, get one of the team to apply.  They always ask what the contestant does for a living and that's a great plug for the salon. Hopefully these have given you a little heads up on how to tackle getting yourself on the radio, it's a great local media option.  One that's often overlooked and it really shouldn't be as the results can be fantastic.