Even before the current stream of layoffs, editors at newspapers, magazines and websites had little time to fix, plump up or pare down press [...]]]> by Guest Poster Rosanne Ullman, contributing editor to Modern Salon, Salon Today, Renew, INOurSalon, FirstChair and firstchair.com.  Read her blogs at modernsalonlearning.com and beautyschooladvisor.com and visit her website at betterwritinggroup.com.

Even before the current stream of layoffs, editors at newspapers, magazines and websites had little time to fix, plump up or pare down press releases in order to transform them into publishable articles.  And now, with skimpy skeleton staffs, more than ever editors select for publication those pieces that need minimum tweaking.  If you see the same people getting press over and over, that’s why.

How can your salon or spa join the list of PR sources that editors consistently count on to save them time?

1. Always include visuals. Show the before-and-after photos for a dramatic make-over, include a pic of the finished style when you describe an innovative technique or send a head shot of the staffer who won a national competition.
2. Choose a topic readers will find interesting.  In 2009, an announcement that your salon has gone green by switching light bulbs and installing recycling bins does not make for fascinating reading.  If you’re also composting hair cuttings and all of your electrical power is generated by the grease from the fried chicken joint next door, now you’ve got something.
3. Write punch-packing copy … and as little of it as possible.  Every sentence-indeed, every word-must be necessary.  In print publishing, space is money; in web publishing, wordiness only motivates browsers to click elsewhere.  If your copy cannot grab the editors’ attention, they will never share it with their readers.

Speaking of Copy – Verbs Rule

For your first draft, write down everything you want to say.  Then go back and delete extra words, redundancies, and nonessential information. Editors don’t mind correcting comma and apostrophe usage or replacing a lame headline, but proofread your copy to free it of typos and awkward language.

Two broad and interrelated guidelines will help you to craft sophisticated sentence structure. Stick with me here, because if you get lost amid the grammatical terms you’ll still be able to pick up the idea through the examples.

• Write more sentences in active voice than in passive voice. While you may have heard about the evils of passive voice, few people know how to identify and avoid it.  With active voice, the subject starts the sentence, and the verb helps it to drive the action.  With passive voice, the object starts the sentence, and the verb indicates what happens to that object.  The difference may sound subtle, but an entire paragraph of passive voice irritates the reader.

Passive voice: Earth tones are used in the decor throughout most of the understated salon, while a splash of color is supplied by a mural on the reception area wall. (The verb phrases are used and is supplied by indicate passive voice. The actual subject does not appear in the first part-who uses the earth tones?-while in the second part, the hidden subject is mural.)

Active voice: The designer uses earth tones throughout the understated salon decor, while a mural supplies a splash of color on the reception area wall. (The active voice’s simple verbs, uses and supplies, cause the subject to drive the action.)

Is passive voice ever okay?  Sure.  I’d argue that the first part of the above example works better in passive voice, because inserting the subject-the designer-adds extraneous information. But often you can craft an active voice sentence by switching out a weak verb like uses for a stronger, more precise verb.

Better active voice sentence: Earth tones define the understated salon decor, while a mural splashes color on the reception area wall. (Do you see how verbs like define and splashes freshen the sentence and smack the reader into paying attention?  This leads to the next guideline.)

• Choose strong, dead-on verbs, which will help you to limit “be” verbs and prepositions. By using active voice, you’ll already eliminate many “be” verbs such as is, are, was, were, have been, has been, had been, could be, should have been and so forth. Aim higher yet for beefier verbs than catch-alls go/went, has/have, do/does, make and give.  Further simplify your sentences by avoiding unnecessary prepositions-those little words like in, on, of, by, for and to-and reworking any sentence that begins with There.

Weak: There are many opportunities for clients to become involved with our salon’s activities.

Stronger: Our salon offers many opportunities for clients to become involved.

Even stronger: Our salon involves clients in many activities.

Weak: This style has the same lines, although updated, as the ones that were popular in the 1940s and makes women look great no matter what their age.

Stronger: This style updates popular 1940s lines and flatters women of all ages.

Weak: The seminar that our staff went to was focused on the latest hair cuts that are being presented on fashion runways for the fall of 2009.

Stronger: Our staff attended a seminar that showcased hair cuts hot off the fall 2009 fashion runways.

Sorry to turn this into grammar class, but powerful verbs pave the path to developing compelling copy.  As an editor myself, I can confide that editors would much sooner toss a press release than spend hours on the revise. Provide succinct, captivating copy accompanied by professional-quality photographs, and you may find yourself or your salon in headlines all over the place.

Make a Comment

How do you edit your releases to make them compelling?

When you comment on this post, don’t forget to check the “Notify me of follow-up comments via e-mail ” box.  You can follow the conversation without returning to the blog.

If you found this article useful, get a free subscription to BeautyPRpro. You’ll receive a FREE copy of our ebook, “Life-Changing PR for Salon & Spa Owners” and receive each article post minutes after it hits the blog.

Feel free to click on the ‘Share This’ icon (left and below) to send this post to a friend or mark it at your favorite social bookmarking site.

Consistency means you are there, appearing at ‘regular intervals’ in the lives of your clients, and in the eyes of local editors and writers.  You are someone they can “count on” seeing and hearing [...]]]> Being Consistent.

“Look to make your course regular, that men may know beforehand what they may expect.”
- Francis Bacon

Consistency means you are there, appearing at ‘regular intervals’ in the lives of your clients, and in the eyes of local editors and writers.  You are someone they can “count on” seeing and hearing from.  You are a part of their world … consistently.

Consistency alone can make a huge difference between you and the ‘other guy’.

People experience your consistency in a number of ways.  Clients, by the fact that they have the same memorable ‘experience’ every time they come into your salon, and in the case of your editorial contacts, they experience you crossing their desk or email inbox at regular intervals.  It feels like you.  It looks like you.  You are there … consistently.

Consistent Public Relations Requires Planning

Long term editorial success requires consistency … consistency of image, and consistency of quality message.  Being a ‘regular’ on the desks of beauty & grooming or lifestyle editors ensures you are a ‘player’ in the game when opportunity knocks and a story is in the works.  They know you.

However, being consistent without a plan is next to impossible.  With your PR planned ahead for at least 6 months, you know what you have to do, and when you have to do it.  It’s easier. Without a plan, salon/spa work distractions and obstacles always get in the way, and it’s much easier to say … “well, next month”.  It never happens.

Sure, there are occasional exciting happenings that just ‘pop-up’ and generate good publicity, but random happenings can’t be ‘counted on’ to deliver consistent editorial support.  Consistency requires planning.

Just Do It!

Sit down with 6 months of calendar pages in front of you.  Start planning.  Fill in the blanks.  Even if you haven’t dotted every ‘I’ and crossed every ‘t’, having the blanks in place on the calendar forces thinking and action every month.  Having even half a plan is better than no plan at all.  It’s a simple formula … the better your plan, the more editorial you will get.  It’s not brain surgery.  We’re always happy to help too.

What always seems to get in the way of your PR planning?

How do you successfully plan your PR activity?

When you comment on this post, don’t forget to check the “Notify me of follow-up comments via e-mail ” box.  You can follow the conversation without returning to the blog.

If you found this article useful, get a free subscription to BeautyPRpro. You’ll receive a FREE copy of our ebook, “Life-Changing PR for Salon & Spa Owners” and receive each article post minutes after it hits the blog.

Feel free to click on the ‘Share This’ icon (left and below) to send this post to a friend or mark it at your favorite social bookmarking site.

The beauty show season is underway early this season, kicked off by the International Haircolor Exchange (IHE) in Anaheim this coming [...]]]> Beauty PR professionals attend industry events ‘differently’.

It’s how we maximize the ‘show’ experience for our clients. With a few suggestions, you too can make every industry event work toward your PR success.

The beauty show season is underway early this season, kicked off by the International Haircolor Exchange (IHE) in Anaheim this coming weekend (Nov 9-10). How can you turn an event such as this (or any other industry show) into a PR ‘event’ just for you and your salon or spa?

As I walk the heavy ‘bass-beat’ aisles of our huge hair shows, the soothing, calmer ‘environments’ of spa events, the colorful, fashion-paced nail extravaganzas, and the intensely-focused ‘education-destination’ events, I come to ‘take in the people’ a whole lot more than the products – those wonderful beauty and business leaders that are everywhere at these kinds of events. I look past the glitz and glamour (the next flat iron flattening, scissors flying, foils developing, nail devices pulsating or spa treatments exfoliating) – and find the most important PR products at the event . . . the people!

IT’S ALL ABOUT THE PEOPLE!

Susan Lipson & Sheila Stotts

It’s the people you seek out and meet that make the difference to your business and PR future.

When the show is over and you’re back at your salon or spa, it is the people you stopped to talk to, took a photo with, shared news with, asked advice of, commiserated about business with, and thanked for something that impacted you or your business that you will remember – and that they will remember.  Shampoos, salon software and skin care treatments come and go, but the people relationships in this industry last forever – and are one of our great joys and personal rewards of our industry.

Meeting the right people at a beauty event provides you with a fantastic opportunity to paint a positive picture of your business and briefly share the PR news excitement you want them to know – and to spread the words to others.

So, here are a few ‘strategic event-attending ideas.

1. Pre-plan ‘who’ you want to see at the show and where they are. Study the show’s on-line exhibitor list or show program well in advance and make a list of those exhibitors you want to stop by and ‘say hello’ to. Give special consideration to those that your salon/spa does business with. Plan it area by area to maximize travel time. Put the list in geographic/priority order.
2. Make advance phone calls among those people you know. Learn who might be there that you want to see. Try to pre-set appointments before everyone gets to the show so you have specific get-togethers written down in your plan. Most people you want to meet and have a moment with are ‘calendared’ a week or so before the show.
3. Before you even leave the salon for the show, decide what kind of local or industry PR you would like to send out and use afterward (local press release, your website news page, to show your staff, and to post in the salon for your clients). You’ll want to ‘merchandise’ having attended that major industry event. Line it all up before you leave – then come back with the right ingredients ready to utilize your press material(s) the day after you get back!  Current news isn’t ‘current’ for long.
   

   Tip: Download a sample local press release here.  Don’t forget, you’ll need that ‘key photo’ that illustrates you (and your salon team) attending the event with a credible, newsworthy person or two there (top educator, show producer, a celebrity salon or spa pro, a bigwig from a manufacturer you do business with, you winning an award, etc).

4. Carry a small note pad with you (steno pad size at the biggest). Big, multi-function folios are a clunky, ungraceful handful for note taking. A small reporter’s type notepad is great for jotting your important show notes and you can keep it in the same pocket you keep your business cards.
5. Bring your trusty digital camera (see Digital Photos for Editorial Use – Wimpy or Ready for Prime-Time) and have it handy in your pocket (along with your biz cards)
6. I have to say it . . . Get you (and your staff) in the picture!! Ask someone else to take it for you. Photos without you in them are far less useful. Don’t be intimidated and hurry your photos. Ask for what you want! Make sure you get two or three shots of the same scenario. You’ll be so glad you did when you see them full-screen back home and the first one you took has your eyes closed.
   • Write down names and titles (Photo Ids) for each photo.
   • Who is in the photo?
   • Their affiliation (name, salon/company, city, etc)
   • Get their card and email addresses. (See # 8 for the email reason)
7. Ask for what you want. If you are attending a class given by a top industry educator, icon or guest artist you admire and would kill to get them to notice you, walk right up after class and ask them if there is any chance you could assist them at some future show or event on their schedule. Quality assistance is hard to come by for everyone. They just might say ‘let’s talk more’. You never know. Ask!
8. Turn the photos you took into a friendly follow-up with the others in the shot. E-mail them their own copies – it’s a great excuse to get back in touch once the show is over! Write them a nice note . . . maybe encourage staying in touch or remind them about something you talked about at the show. If you didn’t get their card, as for the other data you need to stay in touch in the future. (salon name, address, phone etc.)
9. Bring plenty of your business cards to the show and don’t forget to give them to those you connect with. I don’t mean to insult you PR sophisticates, but I can’t tell you how often we see people ‘fumbling’ in their bags and pockets for buried biz cards mumbling something about “I seem to have forgotten my cards in my other bag. – the dog ate my homework :- (
10. Set up a couple of press interviews for yourself at the show. Need I say you want a photo with you and the editor?  Think about starting to set this up around 3 weeks ahead of the show dates. Many of our industry’s magazine editors cover the events and shows we attend. It makes perfect sense for you to e-mail a couple of your favorite magazine editors or website goddesses and ask if they might have a few minutes for you to meet up just to say hello and that you’d like to fill them in briefly about your salon and something unique you are doing. Ask them what they might like to receive from you in the future re: salon or spa news – and in what form they prefer to receive it (most do prefer email) The editor(s) you call may be already booked solid at the show but you never know . . . .they may have a little time to spare and they’re all very nice people looking for good ideas.
    

    When you email them, understand they are extremely busy during industry events, so be prepared to be flexible and offer several options of times and days to meet. Put a time limit on the meeting (Suggestion – ‘do you have five or ten minutes?.  Also, ask them if they have a place they would like to meet. Some will (especially those magazines that have an exhibit booth) but many are just roving like you. In case they ask if you have a suggestion, have one ready from your homework of the show floor. Maybe grab a quick coffee near the snack bar area, etc).

YOUR PR HOMEWORK BEFORE THE SHOW

Of course, you’ve listed what classes you plan to be at and what ‘stuff’ you want to see. Now it’s time for your PR homework. But . . .

• What entity is producing the show?
• What are the names and titles of show management and where is their booth?
• What industry publications are exhibiting. Where are they located on the event floor?
• What might be interesting for people to know about you and your salon or spa business?
• What manufacturers (whose products you use and sell) are there?

PR HOMEWORK AT THE SHOW

• What manufacturer ‘biggies’ are attending? (They can often be found somewhere around the booth at their major events. (Wouldn’t it be good to get a photo with them?)
• Pre-find the convenient (quietest?) and easy-to-find places to meet someone for your quick chat in case you are asked?
• Decide what top educator(s) you would love to get to notice you and plan to meet them.

ENJOY THE SHOW

Now you’re really ready to enjoy the show with your ‘PR hat’ on. Hopefully, you’ll never look at any industry show quite the same way again. Make the value of attending that show last much longer than you ever have before!

DON’T FORGET THE DOWNLOAD!

Here’s that sample news release you might consider using as the ‘bones’ for you and your salon about your having attended the International Haircolor Exchange. We’ve changed the names to protect the innocent but it will give you an idea of how a simple news release makes a statement about you, your salon, and the other staff color specialists that attended with you as well as the passion and philosophy of your salon.

Perhaps it gets picked up in the local paper, perhaps not, but it’s a release that makes ‘an impression’ on your local beauty writer(s). It certainly tells them who you and your salon or spa business are in your area and where your passion and professionalism lies as a beauty leader.

If you found this article useful, get a free subscription to BeautyPRpro. You’ll receive a FREE copy of our ebook, “Life-Changing PR for Salon & Spa Owners” and receive each article post minutes after it hits the blog.

Feel free to click on the ‘Share This’ icon below to send this post to a friend or mark it at your favorite social bookmarking site.