Marketing & Promotions

Press Release Writing for the Non-PR Pro

If you’ve ever seen a nail salon mentioned in your city magazine or on the local TV news and thought, “I wish they’d feature my salon,” we think it’s time to make your wish come true. Use this template to e-mail out a salon announcement that will have the media shouting “Extra! Extra! Check out this unique salon!” 

How to Structure a Press Release

E-mail a reporter who has previously written similar stories, for instance the media outlet’s lifestyle or beauty reporter.

Limited characters will appear in the reporter’s subject field, so get to the point quickly. Don’t waste valuable space saying “press release” in the subject line.

An optional but clever touch that could sway a reporter in your salon’s direction is to add a personal note giving her an incentive to visit your salon in person.

Repeat the subject line in the body of your e-mail as the “headline” of your press release.

"For immediate release" usually goes without saying, but it’s good to include the release date to avoid any confusion. Some PR-savvy companies will instead give an “embargo” date (meaning the news should not be released to the public before a specified time), but we don’t encourage a PR newbie trying that. A rushed reporter may simply overlook it, causing bad blood between you and the news outlet.

Definitely include the city and state, so that the local news outlets know you’re in the area (and the national media knows which city you’re in); the date is optional but best to include.

Explain to the reporter why this news is timely in the first paragraph.

Include at least one quote. This will allow the rushed reporter to theoretically use your release as is, without having to contact you for a quote.

If you can get a client to give you a quote for your release, include it!

Save background information for later in your press release, as you need to ensure the most news-worthy information is up front.

At the bottom of every release, include your salon’s boilerplate. This is simply a few sentences that very generally describe your salon, and you don’t have to change the boilerplate from release to release. Include your salon website.

Good reporters will want to follow-up with you to get original quotes and more information. Make this easy by including all of your contact information.

A relic of debatable origin, three hashtags (###) simply tell the reporter it’s the end of your press release.

Include several high-resolution images, attached to your release, so the reporter has everything together in one neat package. Include at least one photo specific to the release (in this case, a photo of your salon’s color block art) and at least one general photo, such as a photo of your salon interior.

Sample Nail Salon Press Release

To: [email protected]

Subject: Lola’s Nail Salon Offers Trendy Color Block Nail Art For Summer

I’d love for you to come by and try out a complimentary color block design yourself! E-mail me back with a date and time that works for you. — Lola

Lola’s Nail Salon Offers Trendy Color Block Nail Art For Summer

Torrance, Calif. — July 1, 2013 — With summer being the season for sandals and bright colors, Lola’s Nail Salon in Torrance is launching trendy new color block nail art designs for finger and toenails.

“We’ve seen a lot of color block designs on the fashion runways this season, and we wanted to make that accessible to all of our clients,” says owner Lola Stanton. “We purchased the summer polish collections, which are full of bright and neon colors, and have been creating a look book of designs.”

Color blocking is a technique where blocks of solid colors — with each color sometimes exuding a different texture — are placed next to each other to add visual interest. It is a fashion and beauty trend for summer 2013.

Lola’s Nail Salon prides itself on being up-to-date with the latest trends. Last summer, the salon decked its clients in a variety of ’80s glam-inspired talons and in 2010 carried three different polish lines of matte colors. Client Rose Brown says, “I’ve been coming to Lola’s every two weeks for the past five years. I always know they’ll give me a great set of nails.”

About Lola’s Nail Salon
Lola’s Nail Salon was established in 1983. It specializes in custom manicures and pedicures, such as the Citrus Sunshine Pedicure, and nail art, plus offers related beauty and grooming services such as hair removal and makeup application. See the full menu at

Press Contact
Lola Stanton
Owner, Lola’s Nail Salon
[email protected]
(310) 555-5555


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Next page: Best practices and release topic ideas

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