Creating a Salon Press Release
A well-written press release can amplify your message and expand your client pool
When you have an important announcement for your salon - such as a grand opening, new service, new address, or significant upgrades - writing a press release and sending it to local publications can help spread the word and attract new customers. This article will show you how to write an effective press release that gets published and gains traction, whether you're announcing a special event or showcasing your salon's latest state-of-the-art renovation. We also provide a template you can download and modify, making it easy to keep your salon top of mind in your community with regular press releases.
What Is a Press Release and Why Is It Important?
A press release is a written communication that announces important news about your salon – such as a new hiring, management updates, a grand opening, renovation completions, new services or updated salon furniture and salon stations – that are considered to be newsworthy. Press releases are usually written by marketing professionals or business owners, and then they are sent and pitched to local publications or journalists, with the end goal of getting published in newspapers, magazines, news websites and blogs. You can also publish your press releases on the News/Blog section of your salon’s website, and share the same announcements on your social media platforms.
Reasons to Write a Salon Press Release
There are loads of reasons you could issue a press release about your hair, beauty, or nail salon, but sometimes it's difficult to think of them when you're in process of planning or completing your newsworthy projects. Below is a list of some of the reasons you may consider writing and distributing a press release.
- Grand opening
- Extensive renovations
- Salon equipment updates
- Salon expansion
- Opening a second location
- New hair or spa services
- Events at your salon
- Salon promotions including loyalty programs, giveaways, etc.
- Hair education or workshops at your salon
- Salon and stylists accolades
- Community partnerships
- Support of local charities
- New stylist hires
- Management updates
- Winning an award or contest
Avoid common press release pitfalls like excessive self-promotion and spelling errors (Image Source: Prostock-studio)
Tips for Writing a Salon Press Release
The goal of your press release should be to build buzz around the news you are announcing, while also getting it published in local print and online publications. To improve your chances of a press release being published, implement these techniques:
- Use AP Style – Most publications use AP Style, and the less editing an editor or journalist has to do to a press release, the higher the chances it will be published. Use a grammar checking tool to make sure your press release is as polished as possible.
- Limit Overly Promotional Words – It can be easy to hype up your business and salon because you are so incredibly proud of it. But when you are pitching a press release to publications, it’s imperative to limit the “PR speak” or overly promotional verbiage. Publications have to remain neutral, and as we mentioned above, the less an editor has to go through and remove excessive statements, the better your chances are of having your press release published. An example of this kind of language could be, “At our salon, we have the most comfortable shampoo bowls that have the world’s first ergonomic design.” Instead, use this: “Our new shampoo systems feature an ergonomic design that prioritizes our guests’ comfort.” Think just the facts-- not the fluff.
- Craft a Catchy Headline - You want your headline to grab readers' attention and compel them to keep reading. Airm for 60-80 characters max, use active language (not passive voice) and make sure your headline accurately reflects the content of your press release. You should put plenty of thought into your headline since it's the hook that will spark curiosity and demonstrate relevance.
- Keep It Short and Sweet – When pitching your press release to journalists, it’s important to get your message across in as few words as possible. Load the beginning of your press release with all of the facts and a catchy headline. If a journalist is interested, they will reach out for more anecdotes and information.
- Add a Personalized Quote – Adding in a quote from you, the salon owner, is a nice touch to convey your personality and give the press release a more personal feel.
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Your press release distribution strategy can target specific media outlets & audiences (Image Source: Bohbeh)
Press Release Template for a Salon Announcement
- Headline —This should be short, punchy and attention-grabbing.
- Deck — One to two sentences that expand on the headline and draw the reader in with what this article is about.
- Lead (or Lede) — Include your most important facts here. For example: The salon’s grand opening will be held during this time and there will be doorbuster prizes for the first 50 attendees.
- Other Details — Now that you have covered the most important details, you can include other information that is relevant here. Remember to stay on message and don’t get overly salesy!
- Personal Quote — Add in a personal quote from yourself or a stylist about why this news is exciting and what it means to you, the public and your team.
- Contact Information — Include your contact information so the public or journalists can reach out for more information.
How to Pitch a Press Release
Now that you have your press release written, it’s time to pitch it to local publications, editors and journalists. Here are some step-by-step guidelines to help you:
- Identify the publications you would like to be featured in that offer the most value. These publications should be local, relevant to your business niche and speak to the clients you would like to target. Don’t forget that there are many online publications to consider in most communities as well! Is there a local events blogger or popular Instagram personality? What about posting it to the Nextdoor app or your favorite Facebook groups? Let them know about your hot news as well.
- Research to find the editor’s or journalist’s contact email or phone so you can send them your press release.
- Craft an email pitch with a catchy subject line that tells the journalist why they should publish your press release and include any time-sensitive details.
- Keep your email short and sweet and include your press release as a PDF attachment or pasted at the bottom of your email.
- Follow up with the journalist or editor if you don’t hear back within a few days. You can call or email them.
Typically, if your press release is published, you will hear back from the editor or journalist confirming that it will be in the publication at a certain time. You can also always check out the publications you pitched to in order to see if your press release made it in.
In addition to making sure all your local publications get your news, you should also post it to your own website and social media pages. In doing so, you may get some organic buzz about your salon business.
There are also press release distribution services that provide online templates for writing your announcement, streamline the distribution process, and provide data showing you how many publishers picked up your release. It might make sense to outsource some of the legwork, depending on your salon marketing budget and goals - press release distributors can save you hours of work!
