DO IT, THEN PR IT!

In this brilliantly practical session, Laura Glazebrook and Sofie West from PR agency LWPR provided a 10-point plan on how salon owners can create their own publicity.

Key points included building relationships with local and trade press and using social media to build salon profile, as well as generating (genuine) news stories. The audience was asked to think about what events or personal stories are already happening in their salons, such as raising funds for a charity or launching a new service, and how these could be promoted. Whatever salons chose to promote, making sure they had good photography was a key point – without it, no story would ever be written about it.

The session ended with the duo advising salons to create an activity calendar for the year and making sure they had something to talk to the press about every month.