Public Relations...Media Relations. You can get a lot of great media exposure for free. All it takes is some ingenuity and effort. The news media has a never-ending appetite for good stories. And there are plenty of reasons why they would be interested in you and your salon. Tap into this properly; you're bound to attract plenty of attention...and new clients. Sounds interesting? Read on and you'll discover what stories interest the media, how to present yourself, and how to make sure you get reported. Follow these steps and get ready for action.

How To Present Yourself
In order to present yourself and your idea effectively you need to know who to present yourself to. Making your pitch to the appropriate person is key.

Newspapers and Magazines
The fashion editor or lifestyles editor are best. Next would be the news editor. I've even had luck with the business editor. You'll want to address them as people and not merely as titles. Usually their names will be listed in the paper or magazine itself or you can always call the switchboard. By the way, don't forget the weekly newspapers or community newspapers and magazines.

Radio
The PSA Coordinator (Public Service Announcements) can help you get free announcements about events you're promoting so long as they're non-commercial. Show producers are the key to getting interviews. So for an interview or talk show, write to the producer, and not the host. The same holds true for the fast-paced drive-time shows...it's the producer you want to approach and not the "personality". Often they'll set up interviews to give the "personality" something to clown about. Again, just call the station and ask who holds the position if you don 't know already.

Television
For news coverage it's the assignment editor or perhaps the news director you want to contact. For talk shows, interview shows, etc., it's the producer of the show you need. RULE OF THUMB: Contact everybody!

Now that you know who to contact, what do you send? You send what is commonly referred to as a "press package". It ought to include several items.

• What?
• When?
• Where?
• Why?
• Who?

On the four corners of the sheet of paper type "PRESS RELEASE" so there's no confusion. On the top center of the sheet type " FOR IMMEDIATE RELEASE" or "FOR RELEASE ON OR ABOUT (DATE)". Below that, give your press release a memorable title. Then just fill in your body copy to answer what, when, where, why and who. That's how easy it is to put together a press release.

2. The Cover Letter
This is the letter you direct to the appropriate person. Address it to him or her specifically. The main purpose of this letter is to introduce yourself, inform them of what's happening, and sell them on the idea of covering the event.

Selling them on covering the event is the main part of the cover letter. Your approach needs to be focused on why your idea is of interest to their audience of why their audience needs to be informed, or how their audience would find it entertaining.

Always conclude the cover letter by promising to contact them in a few days after they have reviewed the material.

3. Support Material
A variety of items can be used effectively as support material. Photographs of people are probably the very best. Hair styles, award winners, styling activity, and before-and-after shots all work great. Be sure to identify who is in the picture and your salon on the back of the photo.

Another effective support device is copies of past articles about your salon. They build credibility. A copy of a promotional poster or program can help. If appropriate, a "press pass" never hurts. Just try to get two or three extra items in your package to add interest. RULE OF THUMB: Once your "press packages" are assembled deliver them promptly and well in advance.

How To Follow Up
As with most things in life, follow-up is key. You must call them. Wait for a few days after the packages have been delivered. Then, call the people you sent them to. Make a commitment to yourself to speak to each and every person you send a press package to.

It's not unusual for them to claim they haven't received it. If that's the case, send them another one immediately. Hand deliver it if need be. The beginning of your phone conversation with them needs to be a feeling out process. Ask them if they've received it and reviewed it. What do they think about it?

What to expect
Sometimes they'll come right out and tell you thy want to do something. Great! What can you do to help?

Sometimes they'll need you to sell them a little bit more. If so, focus on how the story helps them fulfill their journalistic mandate. Once you've reviewed the main benefits conclude by asking, "so, in your opinion do you feel your audience would find this to be of interest?" If they say yes, you win!

Sometimes they're going to say maybe. This is especially true of TV news. They don't know what the news is going to be like on any given day so it's hard for them to make firm commitments. If they say maybe, don't be pushy, but do be mildly persistent and stay on top of the situation.

Sometimes you're going to get an outright no. That's OK. Don't worry about it. You're going to get enough positive response to make the whole process worthwhile.

Cultivate your contacts
Everybody you have a phone conversation with ought to get a thank-you note. Anybody who gives you any exposure ought to be invited into your salon for a visit with a gift certificate.

Conclusion
We have discovered that there are many ways we can be news-worthy. All it takes is a little imagination.

We've learned how to put together a press package with a press release, a cover letter and some support material. We know that it's up to us to follow up. And, that the more aggressively we follow up the better our long term results will be. It is knowledge acted upon that brings results. I've gotten a number of letters from salons who attend my workshops. They tell me of the great results they've enjoyed by promoting themselves with a little PR. You can too. Go ahead and give it a try!

What do the media want?
Newsworthiness. What's news? News is "what's happening." Blatant self-promotion is not considered newsworthy. But plenty of other things are. Here's a list of 10 newsworthy ideas that can get you and your salon plenty of exposure.

1. Win a contest. A picture with a trophy and stylist next to a stunning model will get reported almost every time.

2. Help Charity. A cut-a-thon for Muscular Dystrophy or fashion show to benefit the heart Association ought to stimulate media interest because it's not blatantly self serving.

3. Get a celebrity in the chair. Maybe give the major a makeover! Perhaps Santa needs a beard trim!

4. Tap into Hype. A Batman look or a Super bowl Hairstyle; simply observe what the media is focusing on and give them something to play with.

5. Predictions of the future. People are always interested in what the future holds. How about "Hairstyles in the year 2000"?

6. Analysis of the past. The media is interested in what has been happening and why it's been happening...trends in society. And people love nostalgia!

7. Holiday or Seasonal themes. A fourth of July hairstyle; Winter looks; Valentines vogue...the media eats it up. This can be great in combination with a salon-sponsored Hair Show.

8. Promotions. Not sales promotions, but the promotion of people to new positions like salon manager or Artistic Director or Director of Education.

9. Unique Service. This has got to be something that nobody else is doing. For example, computer imaging was able to make a P.R. splash for the salons who first got into it.

10. Be a media resource. Perhaps a paper would like a contest to give one of their readers a makeover. Maybe a TV talk show would like to feature at-home styling techniques for its viewers. Position yourself so you're the one they call when they come up with the idea.

This list of 10 is just for starters. Just think of any ideas that you like and run with it.