Check out our exclusive ‘Tips From the Top’, as we speak to leading brand experts across the industry – in everything from marketing and sales to customer service and HR. In this series, we find out how their specialised knowledge and experience can be applied to your salon business.
This month, Sam Johnson, PR Consultant and Head of PR for BaBylissPRO, uses his knowledge and experience to advise you on how to pack a punch with your own PR.
Over the course of my career working as a PR pro for hair, beauty and grooming, I’ve helped brands craft their stories in ways that get noticed. In doing so, I’ve also developed a trusted network of contacts, including some of the biggest names in the business who are never more than a phone call away.
What is PR?
To put it simply, PR is all about keeping a strong, positive relationship between an organisation (in this case, that’s you or your business) and the public (your current or potential clients). It’s about shaping the way people perceive you, and positioning yourself in people’s minds as someone worth paying attention to.
Traditional PR focuses on working with the media, so that means getting your name out there through press coverage. Digital and social PR is more about how you present yourself online – think content creation, social media presence, etc. Good PR is getting featured in the press, but great PR is telling your story in a way that feels authentic, purposeful and aligned with who you are.
It can be quite daunting for established businesses or individuals to start thinking about their PR strategies, but there are some simple steps you can take for a squeaky-clean image:
- Define Your Brand
The stronger your personal brand, the more likely you are to get noticed. You don’t need to completely reinvent yourself or use silly gimmicks, just focus on doing what you do, and do it really well. There’s a great quote I always tell people from Dolly Parton: ‘Find out who you are and do it on purpose.’
- Build a Strong Online Presence
You don’t need millions of followers to make an impact. Obviously, that would be nice, but your goal should be consistency. Your online presence needs to be clear, active and up to date (if the first thing we see on your website is an expired promotion from two years ago, it sends the wrong message!).
- Get Featured in Local or Trade Media
Pitching stories doesn’t have to be scary. Bite the bullet and reach out to local newspapers, lifestyle magazines and industry titles (just like this one!) with a clear, relevant story. Editors are always looking for good content. It could be about the launch of a salon, a cool new treatment, a hot client transformation or a recent award win. And remember, high-quality images are super important!
- Enter Industry Awards
Our industry is full of awards that celebrate everything from creativity to business acumen. Winning (or even being shortlisted) boosts your credibility, attracts new clients and gives you something to shout about. Competition is fierce, so you’ll need to really show the judges why you deserve to win!
- Build Relationships
Relationships are everything in PR. Follow (don’t stalk!) relevant journalists and media outlets on socials. Engage with their content and pay attention to what they care about. So, when you pitch to them, you can tailor your story to match their beat. If you make a good impression, they may come to you the next time they need an expert quote – and that means more coverage and visibility for you.
- Be Seen in the Industry
If you want to be seen, you have to show up. Attend industry events, introduce yourself and be part of the conversation. Take it from a professional networker: networking is more than handing out a business card and running away; it’s about building genuine connections and staying relevant. Being active in the industry not only boosts your reputation, but also strengthens word of mouth – which, by the way, is still one of the most powerful forms of PR.
