Inside Aesthetics Ep 95 What Is PR & How Can It Be Used to Supercharge Your Aesthetic Business? | Dani Lombard
Episode 95 hosts Dani Lombard (Public Relations expert from Sydney, Australia)
Dani co-founded 'Soda Communications' and has over 20 years of PR experience both in Australia & internationally. She specialises in beauty and wellness, helping businesses become more recognisable, trusted and successful.
In this episode we explore what exactly PR is, how it differs from advertising and get some insights into the various methods in which a specialised PR company can help an aesthetic business. We also touch on the tricky subject of what to do when there's badly publicity and how to limit the damage that this can have.
00:00 Introduction 01:03 Meet Dani Lombard 03:19 Impact of COVID on Marketing and Business Confidence 05:16 Industries Most Affected by Lockdowns 09:44 Why Beauty and Aesthetics Are Recession Resistant 11:56 The Lipstick Effect and Consumer Spending Trends 14:01 Dani's Career Journey Into PR 16:30 What Public Relations Actually Means 20:10 PR vs Advertising and Paid Marketing 27:33 Growth of Social Media and Changing Media Landscape 31:33 Importance of Storytelling and Content Creation 37:20 Why Authentic Messaging Builds Trust With Patients 41:23 Finding Your Unique Selling Point as a Clinic 42:39 Positioning Yourself as an Expert Over Time 43:31 Building Relationships With Media and Influencers 45:28 Common PR Tactics Including Media Releases and Events 47:10 Hosting Media Days and Treatment Experiences 48:05 Crisis Management and Protecting Your Reputation 50:04 Handling Negative Publicity and Industry Controversy 51:43 Challenges of Tracking Marketing Return on Investment 54:11 Why Consistency Matters More Than Quick Wins 57:32 Small Audience vs Large Follower Numbers 01:01:50 Authentic Social Media Content and Personal Voice 01:04:28 Budgeting for PR and Marketing Support 01:08:53 When to Invest in Professional PR Services 01:12:30 Practical Tips for Clinics Doing Their Own PR 01:15:40 Future of PR in a Digital and Influencer Driven World 01:18:10 Final Advice and Where to Find Soda Communications