Here's how smart, story-driven PR can help beauty professionals build credibility, attract loyal clients and grow their brand, even without a big budget
Public relations isn’t just for high-end brands or big-budget campaigns. For beauty professionals, from solo therapists to growing salons, PR is a vital tool to build authority, attract clients and stand out in a crowded market.
Why PR matters more than ever
For beauty professionals, marketing alone isn’t enough. Social media and ads can drive awareness, but PR is what gives a business credibility.
Katie Godfrey, owner of KG Salon and founder of KG Business Mentor, explains, “Public relations plays a pivotal role in establishing your business's reputation, credibility and long-term trust.
“While marketing might bring customers through the door, PR helps to keep them coming back by positioning your business as a trusted authority in the beauty world.”
PR is about more than exposure. It’s the slow burn that builds long-term relationships with clients, media and industry insiders.
Whether your salon is featured in a magazine, mentioned by an influencer or highlighted in an industry article, PR reinforces trust in a way marketing alone cannot.
The evolution of PR in beauty
The beauty PR landscape has changed dramatically in recent years. Emma Kendall, PR and communications consultant, says, “The role of PR in beauty has evolved dramatically. It’s no longer enough to land a magazine mention and hope for the best.
"Today, success demands a 360°-approach. You have to understand exactly where your audience lives, whose voice they trust and how to reach them across multiple touchpoints.”
Lauren Hole and Sherry Ruparelia, founders of LS Comms Collective, add that modern PR is about storytelling and connection: “It’s now about driving campaigns, building narratives and sharing stories that connect with audiences on a deeper level.
“Consumers want authenticity and reassurance, particularly with treatments or results-driven products. PR today often combines traditional press with influencer relationships and social storytelling to create a 360° brand presence.”
PR has become a bridge between brands, media, influencers and industry experts. It isn’t just about coverage, it’s about creating opportunities, facilitating collaborations and placing beauty professionals at the heart of the wider industry conversation.
PR vs social media: why you still need both
In the age of Instagram and TikTok, some businesses assume they can do without PR.
Kendall warns that visibility alone doesn’t equal credibility: “You can shout about your brand all day online, but PR is what gives that voice weight. Social might give your brand a platform; PR gives it a reputation.”
PR and social media work best when they complement each other. Harriet Kennett, founder of Harriet Kennett Comms, explains, “PR gives you credibility – the expert quote, the feature, the award – while social allows you the platform to extend that story, add personality and keep the conversation going.”
Sharing press coverage on social media, tagging journalists, turning features into Reels or carousels, and highlighting the story behind the story all maximise the impact of PR campaigns.
Getting started with PR on a budget
Even small salons or solo professionals can start building PR without a big budget.
Kennett recommends focusing on your story: “Start by sharpening your edge; define your why, who and what’s genuinely different compared to competitors. Nail your story, who you are, what you specialise in, and what makes your results different.”
Godfrey adds practical steps: “Know where your clients are; identify which publications and platforms they engage with. Build real relationships with journalists. Offer something unique, lead with value, and always promote your press coverage across your website and social channels.”
Hole and Ruparelia suggest starting locally: “Focus on your local network and utilise the relationships and presence you have. Build relationships with regional journalists and influencers who cover lifestyle or beauty topics. Simple press materials, professional images and clarity on your offerings go a long way.”
Digital tools like Press Loft, Journolink, Canva and Google Alerts also make DIY PR easier, helping you track media opportunities and organise assets professionally.
Stories that catch a journalist’s eye
Not all press is created equal. The experts say that journalists respond to human, useful and timely stories rather than generic announcements (and as a journalist, I agree!).
“It’s not enough to have ‘new salon opens’ – so what? Journalists want to know why. Is there a unique technique, treatment, offering or emotional story behind it?” says Kendall.
Local angles, community impact, innovation and expert commentary are especially effective.
Kennett adds, “Pitching something that genuinely benefits or reflects the local audience will help get traction, for instance, being the first salon in a region to offer a new technology or introducing flexible late-night services for commuters.”
Influencers, collaborations and thought leadership
PR now often involves influencer collaborations, but authenticity is key.
Kendall notes, “A collaboration with a micro-influencer who is a genuine client can be more powerful than someone with a huge following. When it’s authentic, it doesn’t just create reach – it creates tangible clicks and footfall.”
PR also positions beauty professionals as thought leaders. Sharing insights, trends, and tutorials in the press builds authority over time. Hole and Ruparelia explain, “Through PR we elevate individuals into trusted voices. Consistency and reliability make you the go-to expert in your niche.”
Personal branding and storytelling
Your personal brand is inseparable from your business. Godfrey explains, “Public relations isn’t just about promoting your business; it’s about sharing your personal journey and expertise. By becoming the face of your brand, you set yourself apart from the competition.”
Kendall adds, “Consumers buy into people as much as products. Your values, aesthetic, and personality become part of your brand’s DNA. Sharing your story authentically builds trust and emotional connection.”
Focus on purpose and honesty, not promotion. Talk about your journey, challenges and philosophy – the details that make people connect.
Handling negative press and rebuilding trust
Even the most careful PR strategy can face setbacks. All experts emphasise the importance of staying calm, responding professionally and controlling the narrative.
“PR helps control the narrative. It can redirect attention to positive stories such as community initiatives, success stories, or new client testimonials,” says Hole and Ruparelia.
“Consistency, empathy, and openness are the most powerful tools for rebuilding trust,” adds Kennett.
Over time, thoughtful PR can transform a negative experience into a demonstration of integrity and growth.
Measuring PR success
PR success goes beyond likes or shares. Experts suggest tracking:
- Media mentions and press features
- Client feedback and referral mentions
- Website traffic and booking increases after coverage
- Engagement quality and follower growth
- Invitations to speak or collaborate
Kendall summarises, “PR success shows up in brand sentiment and customer trust, just as much as in analytics.”
The long-term benefits of consistent PR
Consistent PR activity compounds over time. Kennett notes, “Every piece of coverage builds familiarity and familiarity builds trust. When people see your name or business pop up repeatedly, you move from being ‘an option’ to ‘the obvious choice.’”
Godfrey concludes, “Public relations might take time, but the results are worth it for stronger client relationships, greater brand recognition and long-term business growth.”
For beauty professionals looking to grow their business, PR is no longer optional. It’s a strategic investment in credibility, authority and sustainable business growth.
Whether you’re a solo therapist or a multi-location salon, a thoughtful PR strategy can elevate your brand, attract loyal clients and ensure long-term success.
FAQs: PR for Beauty Professionals
How can PR help my beauty business grow?
PR helps build credibility, trust and visibility by getting your expertise featured in magazines, online articles, podcasts and influencer content. This strengthens your reputation and makes clients more likely to choose and stay loyal to your business.
Do I need a big budget to start doing PR for my salon?
No. Many effective PR strategies are completely free, including building relationships with journalists, pitching expert commentary, sharing your personal story, and being active on social media. A clear message and strong imagery often matter more than money.
What kind of stories do journalists look for from beauty professionals?
Journalists want human, helpful and timely stories. This includes expert advice, trend insights, new treatment launches, community-focused initiatives, client transformations and purpose-driven personal stories.
Is PR different from social media marketing?
Yes. Social media builds visibility and personality, while PR adds authority and third-party credibility. When used together, they create stronger brand awareness and help establish you as a trusted expert.
How do I know if my PR strategy is working?
Look for indicators such as increased press mentions, more website traffic, new client enquiries, improved engagement, and clients saying they saw you in the media. Growth in trust and reputation is a key sign your PR is paying off.
Can PR help if I receive negative reviews or bad press?
Absolutely. A thoughtful PR approach can manage the narrative, show professionalism in your response, and highlight positive stories that rebuild trust over time.
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