PR 

What is it?

When you don't pay the media to be featured: PR is a tool that is used to build the profile your salon by securing editorial coverage in your chosen media, without paying them for it. Coverage could include a mention in the news pages, featuring your photographic collection in a consumer magazine, or even running a competition or promotion in your local paper.

Good Points

Cost effective: Unlike advertising, the journalist gives you valuable magazine space without expecting any payment for it. Therefore, due to the fact that you don't pay to be featured and there are no direct media costs, PR coverage can be perceived as 'free';, so if you're doing it yourself, all it will cost you is your time. Even if you use an agency, using PR is still likely to be less expensive when compared to advertising.
Persuasive: Editorial endorsement is more persuasive than advertising. As journalists are objective, if they say your salon is fantastic, readers are likely to believe them more than a salon that's paid for an advert to say they're the best.
Widespread coverage: Whether you're using an agency or doing a D.I.Y PR job, investing the time and money into preparing a press release or campaign gives you the chance of being featured in an almost endless array of publications/mediums rather than just the one that you've paid for.
Multiple opportunities: with PR, there's lots of ways to get your salon featured without shelling out on advertising or direct media costs. From editorial in features, to reader makeovers, reader offers, expert quotes and salon reviews, the possibilities to promote your brand are literally endless.

Bad Points

No guarantees: As you're not paying the publication/media to give you editorial, there's no guarantee that coverage will be achieved. Neither can you be certain that your message or story will appear how you want it to.
Time-consuming: If you're doing your PR yourself, you will need to commit a lot of time to generate the best results.

SO WHICH ONE SHOULD I USE?

Every salon is different so you'd have to judge your business on it's own merits taking into account your budget, objectives, timescales etc. Ideally, PR and advertising should work hand in hand as part of an integrated campaign. Whatever you choose to use, if you evaluate all campaigns and their impact on your business, you'll be in a better position to assess your success and perfect your plan for the future.