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Restaurant PR Press Releases
| For Immediate Release: 3/1/2006 |
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| Working With the Media |
| Briefing |
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Brooklyn, NY -
The media – print, TV, radio, and electronic – are important links to customers, even to potential employees and investors. Whether you handle your own PR or hire professionals, technology has made it easier to get information about your business to the press. But success in and with the media can still depend on cultivating relationships. “I maintain that PR stands for personal relationships,” says Susie Biehler, founder, Susie Biehler & Co. “Nothing replaces them, no matter how they’re developed, even online.” Lisa Donoughe, pres., LAD Communications, agrees. “Media turn to the people they know for an idea, for a recipe, or as a source.” How do you develop trusted relationships with the press today?
• Do your homework. “Just as you know your customers, know your papers, know your magazines, etc., and their audiences,” says Simone Rathle, pres., simoneink. It’s key to regularly read the publications, watch the shows, listen to the radio programs that give the sort of coverage you’re interested in, and learn the names of the journalists. “Call and verify contact information,” says Stephanie Crane Faison, pres., Restaurant PR. “And find out how they’d like to receive information – by e-mail, mail, phone, fax, etc.” When calling to pitch ideas, “Get your point across in 30 seconds or less,” says Stephanie. And be brief in pitch letters and when returning calls, she says. “Get rid of all the fluff and leave clear, concise messages.”
• Be responsive. Make taking and returning calls a priority, whether from a journalist or a publicist who may have a time-sensitive lead. “Sometimes just getting back to writers promptly can build a reputation and position you as a favorite source for ideas and information,” says Lisa. She encourages restaurateurs to focus and give the call their undivided attention to maximize the opportunity.
• Follow through. Deliver on whatever you promised, like a (tested!) recipe, says Stephanie. “Don’t make dealing with you a struggle; treat journalists like prized guests.”
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