The Brief

Lucy is a tattoo artist who was launching a new arm of her business, after investing her savings into training in America in the art of ‘3D’ Areola Restorative Tattoos (A.R.T), not taught in the UK, to help women who’d had mastectomy’s.

She said: “I realised the psychological and physical importance of doing scar covering after seeing my auntie go through her mastectomy, and it was important to me to help my auntie and every other woman who has been through it”.

We could see this was more than just a business for Lucy, it was her mission in life. She deserved to tell her story and it was important potential clients became aware of her services, not offered anywhere else in the UK.

Our brief was simple – get her press exposure for this service to enable her to reach as many people as possible.

“I went to Jo for some advice after I literally knew nothing about PR and the importance of getting your ‘story’ right and out there in the most effective way! Jo and the ladies at Chocolate PR have helped me learn so much so I can manage it on my own – I’ve even been able to give a little advice to a fellow #girlboss after feeling confident to do so! Thanks again for all of your help and support, it means so much!”

The Strategy

Lucy is a very hands on businesswoman and wanted to understand the workings of PR, and she needed to keep budgets down to reserve funds for her new business development.
The answer:- Our ‘PR- You Can Do It’ Training modules – 121 PR training in 1-2 hour slots.
We worked with Lucy, through the following modules:-
(i) What’s Your Story – How to tell your story
(ii) How to write your press release
(iii) How to approach your media
And then we supported her with a little back-up media relations but she did a huge amount of it herself.

The Results

Within the ‘What’s Your Story’ we discovered Lucy’s personal family connection, her mission as a single mum committing to her passion, the uniqueness of the service she was offering – and all of these became her PR hooks.

Local press was the initial target and Lucy, who had never before been in the press, was extremely well supported with features in all key local titles, including her being featured on the A frame of a local newsagents.

From here National exposure came, culminating in a BBC 5 Live feature on her service – which at time of writing had received over 140K views on Facebook. A number of national titles are also currently discussing case study stories with her clients.

This exposure has given Lucy the confidence to launch a charity to help fund some of this treatment and she continues to enjoy press coverage on an ongoing basis.

Lucy is our ultimate PR protege – she readily admits she know nothing about PR at the start, and now PR is helping her business fly and her passion come to life.

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