Consistency Counts

Posted by Alexander Irving under Building Authority, Consumer Editorial, Editorial Insights, General, News Releases, Strategy, The PR Mindset

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?

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8 responses to “Consistency Counts”

  1. Peg Cribari says:

    Consistency is a good thing. A philosophy that should apply to every facet of life. And letting people “in” is good, as we are all a part of the collective conscienceness…human contact is inate.
    Cheers~Peg Cribari

  2. Claudia Diesti says:

    ” Since my husband and I first got started we began regular advertising and PR. It took time but how it paid off. I live in a well known but small area. We have several good salons all fighting to stand out. Without consistency I could not done all that I have. Now it’s funny, whether the grocery store or the movie theater and restaurant people look at me and whisper that’s the hairstylist who dose all the fashion shows. One time someone said that’s the girl who does Nikki Hiltons hair, all because of a picture and write up about me doing Nikki’s clothing line at Fashion Week. Hey you never know!”

  3. Zee Mathews says:

    Great Content. Thanks for taking the time to write it.


    Zee Mathews
    The Salon Mangers Academy

  4. Chaman Capulet says:

    My personal recomendations for the site author is to update the site regularly as your site seems to be have some useful contents

  5. Chaman Capulet

    Normally spam comments disappear in a heartbeat but because your comment/criticism (and praise) was so on target I wouldn’t take it down for the world. Thanks for the read. You’re right. We should not let life deter us from being consistent. Physician, heal thyself 😉

    Best Wishes

    Alex Irving

  6. […] they know something about you through your regular news releases, find you credible and worth their reader’s attention, you are just another salon in […]