Why Customer Service Is PR & What Brands Must Never Forget
From facials to reformers, two service slip-ups that prove PR starts long before the pitch.
We often think of PR as press releases, media kits and headline features but here’s a truth bomb: your customer service is PR. Every email reply, in-store experience and client touchpoint either builds or breaks your brand's public perception.
Let me explain through two very personal stories.
Experience 1: The Facial That Left a Dent
I’m a fan of brands that innovate, especially in wellness. So when I discovered a skincare brand offering facial fitness (think: workouts for your face to sculpt and tone like you do your body), I was in!
I’ve bought a few treatment packages throughout the years, excited for the journey. During a visit last September, I was reassured that my sessions had no expiry date. Great, I thought. I’m not local, so I’ll use them when I can.
Fast forward a few months. I get a call from the store manager informing me that their systems would be changing due to the new “membership” the brand was now operating under and that I had five treatments left (worth £450) and they expire at the end of the year. Wait, what?
To her credit, she extended them to February 2025, but even that was tight for me. I inquired about the possibility of transferring the value of these treatments to product purchases but was informed this is not an option either. Since the funds originated from gift vouchers, I feel it is important to note that had I been made aware of the expiry date or the non-transferable nature of the package, I would have used the vouchers differently, so given these circumstances, I kindly requested the following:
A review of whether the treatments can be further extended beyond February 2025 (ideally to the end of July 2025) to accommodate my situation.
Alternatively, approval to transfer the remaining treatments’ FULL package value to product purchases, as this would be a more practical solution for me.
The answer? A firm no.
It took months of back-and-forth, and while I appreciated the partial refund (£198) in the form of a gift card, it still didn’t match the total package value (£450). The whole experience left me frustrated and disappointed not because of the treatments, but because of how I was treated.
Experience 2: A Misstep in Mindful Movement
I was really looking forward to a new Pilates class, one that beautifully blends Pilates, yoga, and strength training into a transformative experience for both body and mind. It’s a concept built around flow, connection, and intention.
The day came and I arrived early with three friends who were also trying the St John’s Wood studio for the first time. We got there 20 minutes ahead of the session, ready to complete the standard induction on the reformer machines.
But what followed was... the exact opposite of what the brand promised.
The teacher barely acknowledged us. Her tone was cold, her manner abrupt and there was zero sense of welcome. At one point, she even accused us of being late despite us being in the communal area waiting for her to appear. It felt less like an empowering wellness session and more like we were a disruption.
Apparently she had stepped in last-minute due to a colleague’s migraine which, of course, is understandable. We all have difficult days. But here's the thing:
When you're in a client-facing role — especially in wellness — you must learn to compartmentalise.
The mood you're in, the stress you're under... those things can't overshadow the experience you're delivering. Especially when you're meeting new clients for the first time. Especially when your brand promises mindfulness, balance and transformation.
The Big PR Lesson
Whether you're a solo expert, a service-based founder, or leading a wellness brand, this is your reminder:
Customer service is your most public-facing PR tool.
Policies, branding, visuals, all of that fades if your clients feel unseen, unheard, or undervalued.
So, what can brands do to actually walk their PR talk?
PR Power Moves: From Cold to Connected
Communicate like you care. Be transparent. Let customers know what’s changing, what’s expected, and what their options are before it becomes a problem.
Empower your team. Give staff the tools (and emotional intelligence) to respond with empathy and flexibility. Train them to be brand ambassadors, not policy enforcers.
First impressions matter. Especially for service-based businesses. The way your team shows up sets the tone for the entire brand experience.
Flex your humanity. When in doubt, be human. A small act of understanding can create loyalty that no ad campaign ever could.
Great PR isn’t just about looking good. It’s about being good, consistently, across every touchpoint.
So if you’re building a brand you want people to rave about… start with how you make them feel.
What negative experiences have you encountered that has made you feel like you would never use a particular service again? Let me know.
Patz x
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PR SPECIALIST & COACH
PATRIZIA GALEOTA
With over two decades of experience, I’ve established myself as a PR Powerhouse, collaborating with renowned brands and experts within L’Oréal Paris, Kiehl’s, Garnier, and The Body Shop, among others.
My expertise lies in shaping compelling narratives, providing strategic guidance and fostering impactful collaborations on both a national and global scale.
I empower brands and experts in the beauty, wellness and lifestyle space to secure media coverage and communicate their products and expertise effectively.