Owning My Brand: How Jodie Breeds Learned to Handle Her Own PR

Why managing her own public relations has been empowering, cost-effective and essential for growing business

by CAITLYN | CONNECT

“From apprentice to salon owner, it’s been a whirlwind journey carving out my place in the hairdressing world. I started at TONI&GUY, working my way up through the ranks before opening my first salon at just 22. With a passion for colour and extensions, I quickly made a name for myself, winning awards and eventually becoming an educator for a leading extension brand.

“When I started my family, I realised I needed more flexibility, so I moved into freelance work for a few years. It gave me the balance I needed between my career and motherhood. Recently, I took a big step and opened Haus of Finesse in the heart of Houghton le Spring. It’s not just a salon; it’s a co-working space with room for six freelancers in hair, beauty and education – a supportive environment where others can also grow their businesses.

“With this new venture, I knew it was time to bring PR back into focus, both for my personal profile and for the salon brand. Social media is crowded, and I wanted to create a different angle to stand out and attract more opportunities. To do that, I decided to handle my own PR instead of hiring an agency. Cost was a big factor – I need to keep control of all my expenses. As an educator, I’m always eager to learn new skills, and PR has been no exception. I joined Hype Membership, which is a platform designed to empower freelance hairdressers by providing them with the tools and knowledge to manage their own public relations. Founded by Emma Seldon, who has over 20 years of experience in hair industry marketing, the membership offers a range of resources, including training modules, templates, and access to a supportive community. Learning the ins and outs of PR has been fascinating, and being able to apply it myself has felt incredibly empowering.

“One of the best parts of learning to do my own PR is the flexibility it offers. I can put my little girl to bed and then get to work in the evening. The membership platform I use has an online hub that’s easy to navigate, with modules broken down so I can go at my own pace. The support and encouragement from Emma, along with the resources on the platform, help me stay on top of every PR opportunity without feeling pressured by tight deadlines.

“Putting myself out there hasn’t always been easy. There’s always that self-doubt—wondering if I’m good enough or if I’m worthy of being featured. I’ve found that it’s really about pushing myself forward, hoping someone sees the hard work and dedication I put into everything I do. The community I’ve found in Hype Membership has been invaluable. Knowing I’m not doing this alone makes all the difference.

“Connecting with other like-minded professionals through the membership has truly been a game-changer. We share tips, celebrate PR wins, and show that as freelancers, we don’t have to face these challenges by ourselves. Taking control of my own PR has been a journey, but it’s one that’s helped me grow my business and build my confidence in ways I never expected.”