Restaurant Public Relations Begins With A Plan
A restaurant public relations plan is a pivotal part of an overall marketing initiative and must be put in place before you start. A successful entrepreneur always worries about his marketing and has a PR plan specifically tailored before the opening. You need to worry about how you are going to attract new clients and convince them to return as regular patrons.
The grand opening of your business is a pivotal event and a comprehensive restaurant public relations plan will adequately cover it. For example, at least two weeks prior you will want to send press releases to your local media outlets, ensuring that you get good coverage as well as appearing in local event calendars. Then you can prepare for good attendance and be ready for the big day.
When you are ready for your grand opening, delegate your restaurant public relations person to give out media kits to visitors. Within the kits, which must be professionally produced, are relevant facts and figures, the all-important menus, as well as biographies of the owner and the head chef. Ensure that you have a professional photographer on hand to give you material for future use.
Cross promotion is a significant part of any restaurant public relations initiative and you should try and become involved with local chambers of commerce and/or nonprofit organizations as much as you can. Utilize their list of media contacts and get them involved in your restaurant’s opening festivities.
Special events can be pivotal to restaurant public relations success and you should focus on the calendar during your first few months. How about featuring an art show alongside certain events, or creating an annual or semiannual wine festival. Open up your business to a whole new raft of potential clients and give yourself valuable PR exposure to boot.
You should make friends with your local newspaper editors, especially if they have significant food and drink sections or pullouts. Try and become a source of good news or material to editors on a regular basis and don’t necessarily pitch your business at all times. If you are seen as being an authority on a certain type of food, for example, then you will get valuable PR exposure whenever an editor contacts you for your opinion on the subject.
Restaurant public relations at its best involves a very subtle approach. Your permissions-based mailing lists should be supplied with great food related stories, ideas and information at regular intervals. When Thanksgiving is approaching, give them advice about family get-togethers and parties and menu ideas. Remember, it is not the hard sell, but establishing yourself as an expert.
Good restaurant public relations revolves around a plan and you must always have one. Maintain a calendar of events and key dates and take action when required. Develop personal relationships with important people locally.