 Q: Six months ago, we opened an Italian Restaurant/Coffee Bar. We have wonderful homemade dishes, including ravioli, fresh baked bread and soups. Our atmosphere, we've been told, is reminiscent of Tuscany. We are located in a smaller town (population approx. 40,000). I understand the concept of using the media for PR, but we have one newspaper, one TV station, and four or five radio stations. Can I still have successful PR results with these outlets? If so, how? Any suggestions would be greatly appreciated.
A: You can certainly achieve successful PR results with your local media outlets, especially since your restaurant is still fairly new. If they have already covered the opening of your restaurant, you may be able to achieve additional coverage from them later on by hosting special events and fundraisers. Always try to think of newsworthy events, local-store marketing tactics and publicity stunts to create additional story angles for your restaurant.
If you still feel that you have exhausted all of your local media opportunities, you can try some of the other possibilities listed below.
Regional outlets
Having your restaurant featured in regional publications is a great way to reach potential customers who are outside of your immediate local market. Some regional publications cover a few counties within a state; others cover whole states or even several states in the region. There are probably other small towns in your region besides your own and the people that live there will likely be eager to try a new restaurant only a couple of towns over.
Just as there are regional print publications, there are regional and syndicated television shows that feature cooking segments, such as Daytime, which is filmed in Tampa, Florida but is broadcast in seven media markets throughout the Southeast. Although appearing on a regional television show may require a short drive, it can be worth your while to reach additional potential guests.
National outlets
The fact that you are an independent restaurant located in a small town does not mean that you aren’t suited for national media coverage. It’s just a matter of finding the right story angle. When our firm first heard that scientists were predicting that the world would run out of seafood by the year 2048, we arranged interviews for our clients’ seafood chefs with the national media. As a result, the chef of Satava, one of our clients in Orlando, was quoted in an article on the subject in USA Today.
It always pays to keep abreast of current health and food trends. If there is ever a national trend that your restaurant could fit into or be affected by, contact reporters from national publications that would be likely to cover the issue and let them know you would like to put in your two cents. Reporters are always looking for sources to quote.
Travel publications
When people travel, they eat out; so most travel publications include dining guides. To ensure that your restaurant makes the list, contact travel editors and let them know that your restaurant would be happy to host them for dinner the next time that publication plans to feature your area.
Even if your restaurant isn’t located in a typical travel destination, you shouldn’t rule yourself out. You can pitch your restaurant as a hidden place that is located “of the beaten path” or as a stopover for people on road trips. These types of trips are very popular now and are even getting television coverage through shows such as the Food Network’s The Hungry Detective, Feasting on Asphalt and Roker on the Road.
Publish recipes
Many consumer publications that focus on food and cooking will publish restaurant recipes, especially if you have hi-resolution photos to accompany them. Submit any recipes for between 2 and 6 servings that you don’t mind sharing. Just be sure that your restaurant receives credit.
The Internet
Do a little Internet research to see if there is a local Web site for your area. Most places will have at least one site, such as Tampa, Florida’s Tampa Bay Times – www.tbt.com, which covers local events and provides restaurant listings. Some other sites that cover restaurants include AOL City Guides – www.cityguide.aol.com and the Today Show’s online Kitchen section, found at www.msnbc.msn.com.
When trying to achieve PR results for your restaurant, you have to constantly think of different story angles and media outlets that you can pursue. If there aren’t any media outlets in your area, pitch to media in other locations. If there aren’t any stories that you can fit into, create your own story ideas and newsworthy angles through events and publicity stunts.
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