The three T’s of getting earned media

New restaurant owners often fall into the trap of thinking a publicist is the silver bullet for press coverage. I once believed that hiring a PR expert would magically fill my dining room with patrons. Reality was less kind. The common misstep? Relying too heavily on someone else to tell your story. This oversight neglects the power of personal relationships with writers and influencers who can be your culinary evangelists.

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3 T’s of getting press: A recipe for exposure

Forget the old playbook. The media landscape is a hungry beast, feasting on the 24-hour news cycle. Your restaurant can satiate this hunger, but you need the right ingredients.

Enter the 3 T Framework – a formula that can turn the press spotlight on your amazing restaurant.

T1: Targets – Choosing your media targets

The first step is clarifying your press goals. Do you dream of a national spotlight or is local love more your flavor? For national notoriety, aim for heavy-hitters like Food & Wine. If local patronage is your bread and butter, cozy up to local bloggers and platforms like Eater. Select targets aligned with your aspirations – national for chefs seeking stardom, local for those cultivating a community presence.

T2: Tools – Your culinary storytelling kit

Once your targets are in sight, arm yourself with persuasive materials. Start with a long-form press release, an evergreen document detailing your restaurant’s story. Plan an annual pitch calendar – aim for bi-monthly releases that keep your story fresh and relevant.

T3: Timing – Serving your story at the perfect moment

Your “what” and “who” are ready, now focus on the when. Ensure your pitches align with roundups, avoiding competing events that could overshadow your news. Sync with your targets, offering them the content they crave when they need it. Remember, the key to media coverage is to consistently appear in roundups, gradually building a compelling presence.

Your media toolkit

Long form press release: Your evergreen story

Create a comprehensive narrative of your restaurant’s journey, from your team’s background to the inspiration behind your menu.

Annual pitch list: Never miss a beat

Plan your year with at least six pitches, encapsulating new services, menu launches, collaborations, or holiday celebrations.

Professional photos: A feast for the eyes

Create a visual treasure trove, capturing the essence of your dishes and the ambiance of your restaurant.

Short form press release: Your elevator pitch

This is your sales pitch in prose – make it succinct, engaging, and ripe for publication.

Influencer marketing: The modern word-of-mouth

In a world where trust is currency, influencers are the mint. They range from the “nano” to the “mega” and can sway diners with a single post. Influencer marketing is about leveraging these connections to extend your reach authentically.

The path to press freedom

As you blend these strategies into a cohesive press plan, remember: the ultimate goal is to create a self-sustaining system. Initially, you’ll wear the hat of a marketer, but as your restaurant gains traction, delegate. This transition is crucial for two reasons: it allows you to focus on scaling your operations and ensures you can savor the freedom your success affords.

Tips and tricks to get started

• Relationship building: Start conversations with media personalities. Understand their needs to become a go-to source.
• Press release craft: Write press releases like stories. Help journalists see the narrative arc of your restaurant’s journey.
• Visual storytelling: Invest in high-quality photography. A picture is not just worth a thousand words; it’s worth countless potential diners.
• Influencer engagement: Craft personalized pitches to influencers. Ensure their content aligns with your brand’s story and mission.

Starting a restaurant is a journey full of challenges, but also filled with opportunities. By leveraging the 3 T Framework, you’re not just preparing dishes; you’re serving stories, experiences, and connections.

As your restaurant’s narrative unfolds in the press, remember that each mention, each article, each shared photo is a step towards greater awareness within your community. With strategy and soul watch as your restaurant transforms from a hidden gem to local legend.

Click below to download our 3 T’s Checklist, providing you an itemized list of every step in this strategy.

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