PR for your salon

Robert Soutar, national accounts controller for L'Oréal Professional Products Division, introduces the L'Oréal Professionnel  Virtual Press Office, which has everything you need to get your PR strategy off the ground!

What is PR? It can be defined as something that “gives a company or an individual exposure to their audience, using topics of interest and news items that do not require direct payment”. The fact it doesn’t require payment is important – this is where PR differs from advertising, which generally has a cost associated with it.

So, how can we PR our business and gain exposure to a wider audience, with the view to attracting more clients? A fundamental technique used in PR is to identify the target audience and then tailor every message to appeal to that audience.

Initially, we should look at our internal PR. What messages are we giving to our existing clients, and how are we delivering the messages? The messages
can be both verbal and visual. Visually, what is the salon saying to clients? This would be in terms of the windows, reception, décor, staff appearance, point-of-sale material and merchandising units. Make sure all of these are conveying the right message.

Next, verbal communication – what PR message are we delivering?
Can every member of staff meet and greet every client in a professional manner? Can every member of staff talk confidently about the business, its points of difference and the services on offer? All of these fall into public relations.

When we look at external PR, there is much we can do. The best form of PR, however, is word of mouth. When clients were asked why they chose their current salon, 48% said it was recommended to them. So, we should be using our existing client base to spread the word and recommend friends.
And it doesn’t end there. Consider the local press – they are looking for a good story, one that will appeal to their readership and possibly one that offers their readers something in return. For example, look at links to local charities, maybe in the form of a fashion show; discover new talent with a ‘face’ competition, or position yourself as an expert with hair clinics. The list can be as creative as you like, but the key is to keep the message both consistent and regular.

PR MADE EASY >