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 ALL IA LINKS & CONTACT INFORMATION