POWER OF PR - Redken Professional

POWER OF PR:GETTING PRESS FOR YOUR SALONQ&As from Experts Darienne Howe & Marianne DoughertyQ: Where can I access PR tools?A: Redken’com's site for Salon Professionals has a host of resources to getyou started!http://www.redkensalon.com/business/business-education/public-relations/Q: My salon attracts a lot of bridal parties for summer weddings. Can youplease provide some advice on how I can make a story out of this?A: Ask the bride if she would mind having a photographer come in for herconsultation and/or when the bridal party comes in on the day of thewedding. Take photos while things are happening. If I was a local editor, I’dbe interested in watching the bride as she goes through the process ofgetting ready. Take beautiful photos of the bride and her bridesmaids, andfind out if you can get photo from the wedding party. An interesting angle forTrade magazines would be how you developed your bridal business tobecome a consumer bridal destination.Q: My salon is starting to go more green, using natural and eco-friendlyproducts. Do carrying natural retail products make my salon newsworthy forconsumers who want a natural experience?A: Well, this would have been more newsworthy 10 years ago, but todayeveryone seems to be going green to some extent. However, every yearAmerican Salon features a supplement in the April issue to highlight salonsthat have remodeled their salon with recycled materials, or steps they aretaking to be more green within the salon, such as not using paper cupswhen offering clients water or coffee. You can make your salon newsworthyby putting a twist on your “green” story:– How going green got more business for you– How has going green changed the culture of your salon– What type of products do you carryQ: If my salon has an event coming up at the salon, how far in advance do Ineed to let consumer media know about it?A: There are a number of ways to get this information out, and you’ll need tobe aware of the different timelines that each type of media utilizes. Localnewspapers tend to work closer to the date of an event, so you’ll want tosend an alert or press release 2 weeks prior to your event to be included inan article or event listing.

For a local magazine, you’ll want to send them information at least 2 monthsin advance for potential coverage. In addition, a lot of consumers are gettingtheir information online, so provide your event information to consumerwebsites for your neighborhood/city. They typically have a “Things to Do”section for the upcoming weekend or week events. And don’t forget aboutbroadcast! Invite your local TV station to come to your salon and broadcastlive from your event. This can generate a huge amount of buzz and getmore clients to come to your event.