How to effectively PR your beauty salon

Q: What are the best ways to PR my salon?

Whether you’re a new business or have been trading for years, when it comes to PR the rules are same. You have to become part of your local community and engage with them.

As a salon owner, you’re in a unique position in as much as the internet cannot provide what you do – human contact and interaction. A website is unable to give a treatment and build a personal relationship with your clients. What it can do, however, is drive customers to your door and help you communicate with them to cement those relationships.

Ensure your salon’s website is up to date with news, events and information on the latest products as it is effectively your shop window to the wider world. Highlight any offers and feature topical products or services. For example, if you offer an oxygen facial and an A-list celebrity has been talking about her love of that treatment, make sure it is on the homepage of your site.

Don’t underestimate the power of social media. Follow your clients on Twitter and Instagram, promote offers on your own pages and repost items from the product houses you use. Join local Facebook groups and ensure your business is mentioned when someone posts asking for a good place to go for a facial or massage.

Answer quickly and knowledgeably if someone posts asking for help with a particular skin condition that you can treat, but remember to name your salon and state that you’re a local business when responding to these posts. You should also encourage your regular clients to post reviews.

Don’t ignore local newspapers and magazines either. Invite a journalist from each publication to come and experience a treatment in your salon, be generous with samples and always follow up with them after the treatment.

If you already advertise with the local newspaper, try to time it so that any editorial review of your business is run in an issue you’re not advertising in, or at least on another page, as this way you’ll maximise your coverage.

It’s also worthwhile taking part in local events such as fundraisers, jubilees and parades to extend your reach in the community further. 

Abigail Segall is director of Freedom PR, which represents brands in the health, beauty, fashion and lifestyle sectors. The company was established in 2001 and has represented clients including Dermalogica and Ugg.