How to get press without a publicist

Many new restaurateurs believe that to get recognized, hiring an expensive publicist is the sole option. I, too, once believed the same thing, thinking a PR expert was the answer. But here’s the reality: PR isn’t about press releases; it’s about building relationships.

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Remember the excitement that enveloped you when you first thought of opening your restaurant? That energy often dwindles when faced with the challenge of creating buzz around it. It feels like an overwhelming task but it’s as simple as sending an email.

Before we tackle the solutions, I think it’s important to take a moment to debunk the most popular misconceptions around press in our industry.

Common Myths and Misconceptions

Money Equals Coverage: Throwing money to hire a high-profile PR firm doesn’t guarantee success. Genuine relationships do.

Short-Term Tactics: Assuming PR is a one-and-done strategy is wrong. It’s a continuous effort of nurturing media relationships.

Setting Sights Too High, Too Soon: Seeking attention from top-tier publications right off the bat may not be effective. Start local, grow global.

Building Authentic One-to-One Relationships

Step 1: Scoping Out the Scene

Begin with reconnaissance. Study competitors. Which media houses feature them? Who are the writers penning these articles? Make a list.

Tip: Tools like Google Alerts can be tailored to notify you about competitors’ mentions.

Step 2: Engage, Don’t Spam

Pick a writer. Pick 100 writers. Simply look for the folks that have covered your competitors in the past. With the power of the internet, you’ll easily find their contact details online. When reaching out, be genuine. Share your admiration for their work and introduce your restaurant.

Example Email:

Hi [Writer’s Name],

I’ve been following your work and loved your latest article on xxx. I think what we’re doing here at [Restaurant Name] is pretty special and I’d love for you to come by and check it out. Would you be interested in coming by with a friend for dinner this week or next? No strings attached, I’m just really proud of what we’re doing and I’d love to share it with you. 

Warm regards,

[Your Name]

Step 3: Be Proactive, Not Pushy

Track their work and share genuine feedback. If they write a compelling piece, let them know. This isn’t about immediate press coverage but building an enduring relationship. When you do host an event, inform them, share photos, and warmly invite them.

Insight: Media persons are always on the hunt for genuine stories. By being proactive, you’re not only giving them content but also building trust.

Step 4: Broaden Your Horizons

Once you’ve forged a bond with one writer, it’s time to initiate more connections. As you expand, remember to keep those initial ties strong.

The Growth Phase

The strategies above require time and consistency. As your restaurant blossoms, your responsibilities will stack up. That’s when delegation becomes key. Have a dedicated team or individual to handle PR, based on the foundation you’ve set.

Advice: Empower your team by sharing your vision, values, and goals. This ensures that as they reach out, they mirror the essence of your brand.

With the strategies above, you can build genuine relationships with the media, setting the stage for long-term success.

In the realm of PR, authentic stories matter more than promotional tactics. The journey might be demanding, but the outcome – a bustling restaurant with a renowned name – is worth every effort.

Your restaurant has a story, a flavor, a soul. It’s time the world gets a taste of it.

Click below to download our PR Template for collecting media resources and contacts.

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