A Public Relations Workbook for Restaurant and Food Service Operators, Management and Staff
Table of Contents
The introduction explains why you need to begin doing your own restaurant public relations immediately. The competition for a single consumer's food dollars at every level is just too fierce to ignore restaurant pr and marketing any longer.
II What You Need to Get Started
This chapter talks about what you need to do before you even begin doing your own PR, from the in-depth examination and discussion of exactly what your restaurant is and hopes to be to its customers, to a thorough examination of your location, customers and competition. There's a list of items you need to own to do PR the right way, as well.
III Doing your Marketing Public Relations
Understanding Media Exposure
Generating Positive Media Coverage
Your Press Kit
The Cover Letter
The Press Release
What Else Affects Your Press Coverage
Communicating your Opinion
Clearly, this chapter is the meat of the program, giving you literally all the instruction you will ever need concerning writing your own effective press materials, to making the pitch and following through. You'll develop your entire press kit after reading this chapter, and you'll begin doing your own PR with the confidence of an experienced expert in the field.
IV Communicating with the Media
The Media List
This chapter discusses the importance of owning, developing and maintaining your list of media contacts, the members of the press who will give voice to your establishment on a regular basis. These are the most important relationships you have, next to customers and investors, of course, and this chapter will tell you how to cultivate and retain those relationships at a very high level.
V Beyond the Media: Marketing Your Restaurant
Trade Shows and Organizations
Today, successful Restaurant PR is so much more than media communications. It includes many of the tactics used in marketing that directly touch your consumer and help you maintain a high stature and solid reputation in industry. This chapter discusses those tactics, to make you a restaurant marketed of the highest level.
VI What else is Needed Besides Media Exposure
Events: Customer Events, Media Events, and More
Media Exposure Beyond Traditional Publicity
Travel Related Events
Magazine On-premise Events
More than even the traditional marketing tactics discussed in the previous chapter, this one tells you how to create excitement about your restaurant, both on and off your own premises. This chapter helps you become a business builder, and relationship developer and a more successful restaurant operator.
VII How You Can Get the Most Out of Your Media Exposure
What does it take to become a Food Media Resource
Media Training, An Overview
Here you will learn the inside secrets to becoming invaluable to the media. This chapter tells you what to do to become a resource, and how to talk to media once you're in.
VIII What Else Is There?
Cooking Classes, On- and Off-premise
The Culinary Alma Mater
What To Do In a Crisis
There is so much more to doing restaurant marketing and pr than we've covered already. This chapter explores the very exciting ways you can promote your restaurant through your chef and kitchen team, and then helps you make the most of several key relationships. We will also look at something we at Restaurant PR hope you never need: what to do in a crisis, from the public relations perspective.
IX Writing Your Media Plan
There is so much to do now that you've completed the workbook, exercises and all. This chapter pulls it all together, guiding you along a recap of each chapter's directions, and helping you develop a media plan you'll use in the coming years.
X. Appendix I: How to Launch a New Restaurant
X1. Appendix II: RestaurantPR.com
XII. Appendix III: Glossary of Public Relations and Marketing Terms
XII1. Appendix IV: Cooking Schools
XIV: Appendix V: Oceana Press Kit
The appendices provide valuable tools independent of the workbook itself. Here you will find an isolated discussion of each topic, including the PR steps to successfully launching a restaurant, a glossary of all the words and phrases you'll run across doing your own PR, a comprehensive international and domestic list of schools you'll want to know about for the benefit of your restaurant and staff, and finally, a completed press kit of a top New York City restaurant, to serve as an example you can follow.
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