Give your PR a makeover: Making the transition from traditional to digital

by Catriona Quinn

Tuesday, July 17th, 2018

Our resident self-confessed hair and beauty enthusiast shares her thoughts on giving a client a complete makeover by using digital PR

Digital PR agency shares traditional to digital success story

HAVE YOU  ever wanted a total makeover? New hair, new clothes, a fresh look?

I definitely have – there are mornings when I stand in front of the wardrobe and whinge about the fact I have ‘NOTHING TO WEAR’ or take the straighteners to my hair in a fit of rage because it just won’t sit right.

There’s something quite satisfying about giving your style an overhaul. And if your PR has you hypothetically standing in front of the mirror in the morning wishing things were different and new again, then read on…

We can’t perform miracles at Holyrood PR and we’re not the ‘Fab Five’ BUT we can help to give your business a boost, especially if you’re stuck in a PR rut.

That’s exactly what we did for our lovely client, Dermal Clinic.

If you don’t already know, Dermal is a well-established aesthetic clinic situated in the heart of Edinburgh’s Morningside. Founded and owned by Jackie Partridge, an advocate in her industry for totally safe and beautifully natural results, the clinic offers a wide range of treatments and services to help its clients, “look better, feel better”.

Dermal Clinic’s media profile had allowed it to be set apart from others in an extremely competitive market of boutique businesses in Edinburgh but had felt that they were falling behind in the digital and social media aspect of their PR.

Without compromising on resources and budget, we merely shifted our role a little to give Dermal Clinic a digital makeover, halving our time between traditional media relations and online activity.

Digital PR montage to accompany PR agency blog post about Love IslandFive business lessons you can learn from Love Island. Yes, seriously! Find out how popular TV show Love Island can help put your business into perspective. We’ve put together five key business lessons to take away from the show and apply to your company. Don’t believe us? You’ll have to read it to believe it…


Digital PR audit and report for Dermal ClinicCareful planning was crucial to make sure this transformation was carried out as efficiently as possible.

We’d already undertaken an extensive social media audit, which helped shape and influence our digital pr campaign for Dermal.

Working alongside our resident expert, Jackie, and with the help of her team, we created a full content calendar of activity which spanned almost a year.

It had to be a perfect balance of digital content and media activity to ensure that all of our hard work to gain momentum in the press around the clinic was not lost.



Hair and Beauty Digital Lips Campaign brings success to Dermal Clinic

It might sound like an obvious one, but it’s super important to keep your content relevant and up-to-date with current trends.

For those in the aesthetics industry, there’s no two ways about it – lip fillers are IN. Kylie Jenner has a lot to answer for here. People are now going to the extreme to get that perfect pout and the market is flooded with thin lip ‘solutions’ which may actually leave users with long term problems. Jackie even highlighted to us that she has, in the past, turned away clients who asked for a dangerous amount of filler injected into their lips.

This provided an ideal opportunity for us to flip the narrative around lip fillers and build a three-month campaign on the subject, keeping front of mind that Dermal Clinic’s ethos is to always deliver safe and natural-looking results.

We helped to write a huge amount of blog content over the 12-week period on subjects like understanding the lower face, debunking the myths around lip fillers and the progression of the lips as we grow older.

This, hand in hand with regular social media updates tailored to each platform – Facebook, Twitter and Instagram – helped to raise the online profile of Dermal without over-saturating the channels, because let’s be honest, you don’t want your business to be that person you know who #posts #every #waking #moment #of #their #day.

Digital PR Dermal ClinicsThe month of April proved to be an eventful one for Jackie Partridge and her cosmetic clinic Dermal Clinic, delivering an impressive array of coverage across many publications, both in print and online. We achieved a total of 482,752 opportunities to see including digital media hits on The Scottish Sun, Scottish Field, SBNN and more…


Alongside a beautiful stream of social media and blog content, we spied a few excellent story opportunities over the three-month period, especially around the profile of Jackie.

She has worked alongside the Scottish Government in the past on the issue of industry standards, sits on the Global Nurse Faculty for dermatology giant Galderma, and has even hosted her own masterclasses and training for her aesthetic peers.

A series of major clinic award wins, plus an innovative weight loss treatment programme meant that the coverage was rolling in for Dermal Clinic.

We topped off the campaign delivery by planning, filming and editing a testimonial video to showcase a client’s phenomenal weight loss.


Digital and social media thought leadership by Jackie Partridge of Dermal Clinic

The two-month digital content plan was an overwhelming  success.

A series of 10 informative and lively blog posts added colour and vitality to the Dermal Clinic website and also provided fantastic content to share across other social media channels. Those posts enjoyed an organic reach of 1734 on Facebook. When combined with supporting collateral, ranging from images to GIFS, the FB reach related to thsoe posts reached 24,170.

During this period, we also heavily promoted a number of award shortlisting successes for the clinic. Even greater success came when we arranged a feature on Botox in the Scottish Sun to help push awareness of the expertise of Jackie and her team.

As well as a reach of 579, 35 clicks and 30 reactions on Dermal’s Facebook page, the piece also scooped a reach of 10,824 and 420 clicks on the Scottish Sun’s Facebook, as well as 2,045 impressions and 17 clicks on their Twitter account.  Read more about the digital success we achieved for Dermal Clinic by reading our digital case study on the dedicated lips campaign, which inlcudede a Tweet from singer and actress Lily Allen.

In the words of Dermal Clinic, we wanted to help them, “look better, feel better” when it came to their digital PR. Consider this one successful makeover.


Take your digital footprint to the next level today by creating killer content online, videos that capture the attention of your audience, or by making all the major newspaper headlines. Our digital PR experts are primed ready to go.

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    Cat Catriona Quinn PR agency Edinburgh Holyrood PR

    Private: Catriona Quinn

    Senior Account Executive Catriona Quinn is part of the multi-award-winning PR team at Holyrood PR, a leading Scottish PR agency

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