PR for Everyone

Sharon Esche and Alexander Irving have found a new way to provide PR support.

A new public relations option may help more spa/salon owners and independent beauty professionals get the word out about their services—without the often prohibitively high monthly or annual PR agency fees. Sharon Esche, president of the long-established PR agency Esche & Alexander, and her partner Alexander Irving, have added a new service to their BeautyPRpro subscriber blog: “PR à la carte,” a menu of publicity services to provide targeted, much-needed direction to small businesses with limited resources.

“‘PR à la carte’ has been the missing communications ingredient for salons and spas, and especially independents, for a long, long time,” says Esche. Adds Irving, ”With a little coaching down the right path, everyone can begin and maintain foundational PR if they understand what is important, what they need to do, and how to do it ... public relations isn’t brain surgery.”

Plus, the well-seasoned team is having a ball with their latest venture, Irving recently told DAYSPA. “Frankly, our ‘à la carte’ clients are more fun, far better listeners and really satisfying to work with,” he said. “We get to feel their joy when they get results from being better prepared, having sent well-thought-out and well-written news releases and good photos, and having put some basic PR principles to work for themselves.”

To find out more, check out or call 760.414.3370.