Soon, any salon owner will be getting their head down and working solidly through to Christmas Day. So, before you get too busy to think about it, now is a good time to plan your PR strategy for the year.

At this stage, you don’t have to know every tiny detail of what you want to do for the entire 12 months, but it’s a good idea to create a PR calendar with some potential PR highlights. These could include national occasions such as Valentine’s Day, Mother’s Day and Easter, and how the salon can piggy back these events with offers, special services and some added value for the client.

Also, think about on-going ways you could improve the client experience and encourage them to recommend you to their friends and family. If you don’t have a specific ‘introduce a friend’ scheme in place, perhaps 2018 is the year to commit to one. Have a think about ways you can do it more inventively than your competitors. Are there additional services you could treat clients to in return for bringing new business to the salon? This way you are offering an incentive, plus introducing existing clients to new services that could become part of their regular appointments.

You could also plan some special salon events for your clients – how about a red carpet hair evening to tie on with the Oscars where your team could offer tips on creating glamorous hair looks at home, as well as showing clients just what skills they have. If you open these events to clients and their friends, they could also generate new business while encouraging loyalty amongst your existing clientele.

Whatever you decide to include in your PR plan for 2018, having it in writing and somewhere visible will make it far more likely that you will see your plans through. Involve your team in coming up with ideas – if they are behind you and enthusiastic, there is a much greater chance of success.