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

by Catriona Quinn

Tuesday, July 17th, 2018

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Our resident self-confessed beauty fanatic and Account Executive, Catriona Quinn shares her thoughts on giving a client a complete makeover by utilising 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.

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Careful 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.


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.


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

Catriona Quinn

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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