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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