The whole subject of “getting press” seems to inspire a lot of questions, discussions and general bewilderment–not just on Entrepreneur.com, but everywhere in the business world.
Small business owners, in particular, see “press” as this mysterious, unapproachable, possibly malevolent entity. Which is soooo not true. If you’re a celebrity or a big business, press is dangerous. If you’re just a little guy, then they’re actually quite likely to be on your side. They’re just people, looking for good stories. And they’re more than willing to write about you–if you let them know you’re there.
Rather than write about the whole PR shuffle myself, I did a Q&A with Marcia Gagliardi of Tablehopper and got the journalist’s perspective on all things PR and marketing. I hope it’ll be helpful. (Note: yes, it’s from a restaurant-industry perspective, but a lot of the information can be applied to just about any retail business.)
How do you find restaurants to cover?
A combination of publicists, word of mouth, knowing people in the industry, reading food blogs. … Also, it’s a little unconventional, but I ride a bike to stay in shape, and I just look around a lot while I’m out and notice what’s going on. A lot of my column is finding out what’s new, so I’m always talking to people: restaurant owners, waiters, cooks, bartenders and so forth. I’ve lived in the city for 13 years, so I know folks from different walks of life, and that helps me keep up with what’s happening.
If someone doesn’t have a publicist, will it hurt them?
No, but I think they should familiarize themselves with local food writers. Write a press release, partner [or owner] bios and a fact sheet. That way if anyone inquires, you can send everything off to them so they have details. Enclose a menu, too. Or make the initial contact yourself. In a couple days you can figure out the writers of all your local magazines, newspapers and websites. I wouldn’t discount neighborhood papers either.
How can someone get all the writers’ contact information?
Usually on the company website, or on the masthead [for print publications]. A lot of magazine restaurant coverage is handled in-house. For freelance writers, run a search on their name.
How do you feel about receiving phone calls?
I feel it’s too pushy unless I’ve given someone my card, or unless it’s a friend of a friend. I prefer an email because I can answer it on my time. I’m a social person, but in this day and age writers get pitched so many things…
Is there anything you wouldn’t cover?
I don’t want to cover chains. There are nice restaurants that have multiple locations in multiple cities, but unless it’s something that stands out, I don’t feel a strong pull. I cover everything from taco trucks and small ethnic joints–even street food– all the way to high end dining. I think people love stories about family businesses. I love hearing stories about immigrant families who bring authentic food to a neighborhood. It’s something I seek all the time. Just ‘cause it’s not a big flashy restaurant with a full bar and valet doesn’t mean I don’t want it. I think most food writers feel the same way.
There are so many businesses. How/why would one stand out from the competition?
Writers are hungry for news. We’re looking all the time. But the restaurant business is really competitive—so yes, you have to do your part. Writers want stories. Is this an immigrant family? Are you making your own pasta? What is it about the ingredients that’s different? Really highlight your uniqueness. Or talk about how you’re providing something to a neighborhood that’s not being served. What makes you stand out?
I also think it’s smart to invite key media people in for dinner. Some press do accept comps. Offer to send a gift cert, or set them up. (Ed note: Even if they don’t accept, the gesture is always appreciated… and as any PR person will tell you, it’s standard procedure.)
Also—be nice to people in the industry. Sometimes, it’s something as small as calling back a writer who’s called your establishment. It drives me crazy when people don’t call me back. If I’m spending the time to hunt them down—especially if I stopped by—and they can’t call me back, I’m not going to be able to write about them. I know you’re busy, but I am too. Be respectful.
Pinpoint who the key communications person is. If your place is a mom-and-pop shop, just decide internally which person will answer questions. It keeps messaging consistent and gives the press a consistent contact.
When is the right time to talk to the press?
There are two phases. I think it’s good to have buzz before it’s finalized. People are hungry to know what’s moving in–it gets people talking. So even if you don’t have all the details ironed out yet, don’t be afraid to release prelim info. Pinpoint key people to release buzz to. Look at who writes buzz columns in newspapers, magazines and online
Start the second wave maybe a month before you open, to accommodate for print mags’ lead time. Make sure everyone knows when you’re opening. Let them know the concept, the chef, the hours, etc.
But if I promote things too soon, mightn’t it get me a negative review?
Reviews will start happening a month after you’ve been open—and that whole stage depends on whether you did your homework first. Do these publications even know you opened?
After the opening announcements, follow up with new info: menu changes, new features, staff changes, etc. Don’t inundate them every week, but I appreciate it when restaurants let me know they’ve changed things. Remind people you’re around, and give them reasons to write about you.
What can I do about bad press?
It’s a learning experience. The key thing is, the first month, get lots of feedback. Put your pride aside. Don’t just get friends who will say everything’s good. But maybe get them to write anonymous feedback. Your friends don’t want to say anything mean, but maybe it will save you from getting a negative magazine review that goes out to 250,000 people.
I think Yelp is a useful tool, though painful at times. There is some good info on there. Some people don’t have educated palates, and it’s easier to be negative than positive, but if you see consistent things in Yelp reviews, pay attention. Monitor constantly. The same goes for Citysearch, Zagat. etc. Also, I know some restaurateurs will contact posters from public forums directly. They’ll say, ‘Sorry you had a bad experience, come back and let us make up for it.’ It’s extra-mile stuff, but can go a long way in reversing negative feedback. People will sometimes revise what they’ve written online.
This entry was posted on Monday, November 12th, 2007 at 12:30 am and is filed under Uncategorized, Strategery, The Client Speaks, Resources, The Restaurant. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.One Response to “How the Press Finds You — Q&A w/Tablehopper”
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December 13th, 2007 at 12:49 pm
I really appreciated this post about getting press attention. It’s something that every entrepreneur should be aware of.
We have a large subscriber base and we featured this post on our site under the Sales and Marketing category on our content site www.northstarthinktank.com.
Thanks again for the useful information!
-Jeff Chavez
CEO, Northstar Ventures
www.northstarthinktank.com