Step by step guide to crafting your own press release

Publicists are wonderful and, for the most part, they can help us breed more awareness for our restaurants through earned media and influencer marketing. Sadly, though, most of us cannot afford to hire a publicist or public relations firm full time. But that doesn’t need to be the end of our (public) story. If we adopt the tactics, tools and strategies that publicists use to garner earned media, we can achieve the same results.

The most effective tool in their arsenal is the press release and, in today’s article, I’m going to walk you through the steps involved in crafting press releases for your restaurant, saving you a fortune and giving you the tools you need to get the attention you deserve.

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As a restaurant owner, diving into the world of media can be daunting. My journey began with a string of errors before I hit my stride. Let’s start this conversation by learning from the mistakes I made.

The Spray and Pray Approach

Initially, I bombarded every journalist with the same, impersonal pitch and it was a massive mistake. In the early stages, we’re working to build one to one relationships with these folks. Each reporter has unique interests; and we must customize our approach accordingly.

Lack of a Compelling Angle

Merely presenting facts about your restaurant won’t cut it. We have to be the ones to tease out why we’re pressworthy. If your press release is structured in a way that the article is basically written for the media outlet, they’re far more likely to publish. Find an angle that makes your story stand out. It could be your journey, your mission, an innovative cooking technique, or a unique ingredient source.

Ignoring Local Media

Don’t just aim for the big names; local media can be a goldmine for exposure. We live in an era of micro-influencers and the truth is that someone with an audience of 1,000 has the potential to drive more traffic than someone with an audience of 1,000,000.

Underestimating the Follow-Up

Sending your press release is only the beginning. Follow up, but do so respectfully. Persistence is key. Look to your own life for illustration of this point. People email you over and over again, attempting to get your attention. It can take multiple attempts to get on someone’s radar. Timing also plays a key role here. With repeated attempts, you’re more likely to supply the right information at the right time.

Structuring Your Press Release

There are seven key components to a successful press release.

Headline

Craft a headline that’s both informative and enticing. It should summarize your story’s core in a compelling way. Learning from famed advertiser, David Ogilvy, you should spend most of your time on the headline as it will ultimately determine whether or not the rest of the press release gets read.

Introduction

In a few sentences, capture the essence of your restaurant. This should answer the “why” behind your establishment. A reader should walk away from this section with a clear understanding of why your restaurant is different from the hundreds of other restaurants in your market.

The Story

This is the heart of your press release. Share the narrative of your restaurant, from concept to opening. Highlight unique aspects like the inspiration behind your menu or the vibe you aim to create. This doesn’t need to be all roses. Sharing your struggles and setbacks will humanize you and your business for the reader and their audience.

Professional Backgrounds

Detail the journey and qualifications of your team. Their story is a part of the restaurant’s story. Highlight your key players deepens the human dynamic and gives the writers more content to work with.

Visual Elements

The key is to show and to tell. Include high-resolution images or videos. This is not an opportunity to highlight food, beverage, and your empty restaurant. Showcase the experience you’ve created by highlighting processes, people, and products. Show cooks cooking, servers serving, bartenders bartending and diners dining. These visuals make your release more engaging and usable for the media.

Quotes

Personal quotes add depth. Share your passion and vision in your own words. This is also a great opportunity to provide testimonials from team members and patrons.

Contact Information

Make it easy for journalists to reach out for more information or interviews. Be sure to supply a singular call to action at the conclusion of your press release.

Best Practices for Crafting a Long Form Press Release

A detailed press release is your golden ticket. It’s not just a document; it’s a resource for reporters to delve into the world of your restaurant.

Stay Updated: Keep abreast of trends in the food industry and in media to stay relevant.

Network: Build relationships with local journalists and influencers. Having them dine with you is a great first step.

Consistency: Regularly update your press material to keep it fresh and engaging.

Frequently Asked Questions

Q: How can I measure the success of my press release?

A: Track media pickups, social media mentions, and any increase in business following the release. Feedback from customers who mention the press coverage is also a good indicator.

Q: Can I reuse content from my press release on my website or social media?

A: Absolutely. Leverage the content across platforms. It ensures a consistent message and maximizes exposure.

Q: Should I hire a professional to write my press release?

A: If you’re uncomfortable writing, a professional can help. However, ensure they understand your vision and can convey your restaurant’s unique story.

Your Overall Media Strategy

In crafting your media strategy, remember that your restaurant’s narrative is an evolving story. Your long form press release is the foundational tool that connect you with your story and provides a useful framework for others to share that story.

Following these steps give you the tools you need to build media relationships that will serve you for the life of your business.

Click below to download our Press Release Checklist, providing you with a granular list of every item to be included in your press release.

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