Restaurant Press that Works

Restaurant press can add more than just a few dollars to you bottom line, it can add credibility and a flood of follow-up mentions if you play the game right. If you have read your local paper, or watched your local television you have to have noticed that whenever there is a story affecting the food and beverage industry the same names and places are always mentioned. How does this happen, why do they always get the spotlight? Well, let me tell you, they work it. If you want to get into the game you have to work it too.

What you need to start working the media

First you need to do is put together a restaurant press kit. Make sure you have a restaurant fact sheet that describes the detailed information about your establishment. Include any relevant articles such as reviews etc. All of you menus should be printed and included; breakfast, lunch, dinner, wine, specialty drinks, even your beer list.

Pictures are also a must. Get some high quality shots of your restaurant and several food pictures as well. Have associated food recipes for the pictures. The more the better, you never know when you’ll need one on the fly. A good picture and bio of key personnel, like the Chef, is also a nice touch and can be very valuable. Next you will want to put a list of possible topics that you or your staff can be considered experts on. Be creative here, try to anticipate what stories would show you in the best light, what type of news or situations are on the horizon, or what type of news story you can create. Restaurant press can come in almost any form.

Present it with the right look and feel

Time for a Staples run! You’re going to have to give some thought on how you want to present all the material you have gathered. If you are a five star dining establishment, your restaurant press kit should present yourself accordingly. A package for a sports bar should give a feeling of a sports bar. Remember, you are presenting your restaurant so keep it real. Make sure you put together enough to go to all of the newspaper and televisions in your area.

Hitting the pavement

Now it’s time to find out who is writing the stories in your area. Take out the paper or search the Internet to find who is covering food and beverage related topics in your area. Another good resource is the television news channels, as well as any local programming like morning shows. Put together a comprehensive list with as many individuals as possible. The ones that you came across the most I want you to highlight.

The highlighted reporters are going to need your special attention. I strongly suggest going and introducing yourself personally to. Dress to impress, and be armed with your media kit and don’t forget your business cards. Be prepared to offer suggestions for stories and to talk about recent stories that have been of special interest. Make sure you let the reporter know you are always available for expert comments or advice in a pinch if they need you. You should also make sure they have your personal telephone number.

As for the rest of your list, create a mailing for them. Include a nice cover letter that details the information you used in the face to faces. Again, stress your availability and willingness to offer whatever information they would like for their stories. Remember, most reporters love someone else doing the work for them so give then all you can.

Above all else remember you are cultivating relationships here, so take your time and build the trust. You will soon find that phone ringing for an opinion piece or even a special feature. It may take a little time and effort, but once that ball gets rolling there will be no stopping it. Get that restaurant press rolling!

by S. Hafez