Seize the PR Moment!
Cosmetology Leads Among Respected Professions.
Those of you that chose the career of ‘cosmetology’ can hold your heads up even higher these days. We know you have often had to endure annoying public opinion, comment, and yes … even sarcasm about having chosen to be a hairdresser. Well, now there’s some solid career data to make a strong case for just how ‘smart’ a decision you made to those who would have preferred you became a doctor, a lawyer, or a teacher. Someone has taken a highly credible approach to analyzing careers that you can place on the table that makes you look pretty darn clever.
Now you can announce to disapproving family members, friends, or others in ‘other industries’ that being a cosmetologist today actually ranks higher than becoming an attorney, an architect, or even a newscaster! In fact, when we first reviewed the analysis, we noticed that our job, ‘public relations executive’ ranked a notch below ‘cosmetologist’! We have often joked that we should have gone to beauty school. With what we know and the skills of a good stylist, we’d be rich 🙂 .
All of this is according to the latest ranking of jobs, from best to worst, by the respected job search portal CareerCast.com, whose 2010 Jobs Rated Section offers a comprehensive analysis of 200 jobs – from Actuary (#1) to Roustabout (#200) – giving each a unique ranking based on the hard data of today. The methodology of the research lends great credibility to the data so you should familiarize yourself with it. You can find that here.
The Top Jobs study also ran in the Wall Street Journal recently, here and here. Take a look. It’s fascinating … and reveals what many jobs are ‘really’ like. So hold your heads up high – and tell the naysayers in your life to (ahem) … check it out.
Photo Credit: joeinfulleffect
What Should You Do With This Information?
1. Do Something ‘Local’ for Yourself
This is newsworthy information and local press likes national news pickup as it relates to a local business. How to tie it in to you and your salon? With such credible national media as the Wall Street Journal reporting on this latest ‘Best and Worst’ 2010 job survey, it makes perfect PR sense to share this perception of your work. You might want to check out our blog post “Good PR in a Bad Economy – Catch the Wave”.
Here are a couple of lifestyle story ideas you could pitch to a local lifestyle editor:
- A Good Time to Be a Salon Pro – The thrust of your pitch is that a down economy is a great time to be in the beauty industry because beauty is relatively recession-resistant. Your salon (if you can show your business is doing OK) can be a great illustration for that fact; especially if you are looking to hire stylists when other industries are letting employees go. Don’t worry that the writer may want to interview other salons in the area for their take … you and your business are in the story … you pitched it and you tell a good story.
- A Career for Any Economy – The thrust of your pitch is how you (and your salon business) have weathered several economic up and down turns because of your choice of career. You can share your experience with what beauty services clients are cutting out, cutting down and what services you have been providing that go the extra mile to bring clients back for me by meeting a consumer need. Focus of this story is sharing what consumer trend is and how good salons and beauty pros are bringing even greater value to consumers.
2. Use the Information on your Facebook Fan Page, Website, and Blog.
What did the survey reveal? Discuss misconceptions. Use it to share your own stories of beauty school and how it wasn’t as easy as people might think. Use it as a launching place to discuss how your salon has prospered by developing extra-value to the client services (not a discount story). Have fun with looking at over-rated and under-rated jobs.
3. Create Fun Promotional Items for Your Staff
An example would be promotional tee shirts or buttons for your staff (and as client give-aways that says, “You Should Have Gone to Beauty School” or “Hair Designer: A Better Career Choice than Doctor, Lawyer or Newscaster – Wall Street Journal”
4. Dump Any Old “I’m Just a Hairdresser” Mentality”
If you’re one of those who ever answered the question “What do you do?” with an answer something like, “I’m just a hairdresser” … grab a copy of Vivienne’s “I’m Not Just a Hairdresser“. Get inspired, proud and reminded of the passions that brought you to the career that you are in. Your friends, clients and the media will certainly notice.