A well-planned and methodical public relations campaign,
can make a marked difference in the number of people who recognize the salon's name and may consequently become new and devoted clients or team members.
The Internet has changed all the rules of public relations:
Competition is accelerated by technology that changes faster than the speed of light, and the media is growing and consumers are becoming more aware.
Public relations professionals advise on positioning, work with market analysts, help organize conferences,
instruct their clients on how to align their images and their practices and suggest business strategy.
What are your salon's ultimate goals and objectives in launching a public relations program: new clients, higher service and/or retail sales, staff recruitment?
The answers to these questions-and a myriad of others-must be examined before taking the public relations plunge.
Today, you must do more than simply open a salon for business.
Public relations can be one of your most powerful and cost-effective
marketing strategies-utilizing local, regional and national media
to build name recognition, credibility and a professional reputation.
Our list of reasons for needing PR before
attempting to create objectives and/or determine solutions:
- Are salon sales down compared
to last year's performance?
- Are you introducing a new day spa that
requires and deserves media attention?
- Do you offer unique salon services that
no one seems to know about?
- Do you want more new clients?
- Does the salon have high client turnover?
- Do you have enough clients, but need more
technicians to service them?
Quality marketing and public relations programs are investments, not extra costs of doing business. Combined, they will ensure your long-term success. A strategic PR program will earn rewards for years to come.
PR is a valuable marketing element that must be treated with professionalism, care and respect. Your salon will not become an overnight success through PR. It takes long-term commitment.
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