Seven ways to connect with media

We are all crunched for time and resources, especially news organizations with shrinking newsrooms. Check out these tips to make it easier for reporters to learn about your business and potentially cover a news announcement.

Build a press kit. Create an electronic press kit with basic facts about your restaurant. Include a fact sheet: who you are, how long you've been open, your number of employees, your biography and your contact information with directions to your restaurant. If you utilize social media, include those accounts.

Compile a press list. Create a list of local reporters and editors, particularly those who cover business and/or restaurants, from area newspapers, radio stations, television stations and food or business bloggers. When deciding which media to target, don't neglect small weekly papers that might be hungrier for stories than larger outlets or television stations. Update your press mailing list periodically.

Pitch to reporters. When pitching a news story, be friendly and to the point. Focus on why your story idea would be of interest to their readers/viewers/listeners (and don't mention that your business advertises with their news organization).

Write a press release. A press release can be a good way to gain media attention for a new initiative. Keep the release short and to the point, with the most important information at the beginning so editors can quickly access the critical points. Top the release with a headline that summarizes the story. Include applicable photos. Be objective and give the “who, what, when, where, why and how." Read the LRA's guide to writing a press release here. 

Follow up. Follow up press releases with a phone call or email to journalists to see if they have further questions. Share the announcement with your social media network.

Spread the news. If you were successful in securing media coverage, share the news article or video with your customers over email, Facebook and Twitter. Order a reprint of a newspaper article to place in your restaurant.

Write letters to the editor. Write a letter to the editor regarding an issue that impacts your business or industry. You could write about an economic, legislative or social trend or issue.

The National Restaurant Association's Manage My Restaurant has articles in categories such as Marketing and Sales, Workforce Engagement, Food and Nutrition and Operations. Visit Manage My Restaurant here for this and other helpful tips.

Press release still #1 source of info for journalist, according to study

By Wendy Waren, VP of Communications, Louisiana Restaurant Association

Do you ever wonder why some restaurants always seem to be in the news? Nine times out of 10, they have a public relations professional on staff or have a contract with a public relations firm that issues press releases in conjunction with a social media strategy.

Grand Opening? Hot new Chef? Evolving your menu with seasonal or unusual ingredients? Supporting a local charity? This news and others may warrant issuing a press release to maximize your exposure. A press release is a written statement that contains the commonly referred to 5 W’s and How, or the Who, What, When, Where, Why and How.

Business Wire recently released its 2014 Media Survey and found that 62 percent of respondents used a press release in the past 24 hours. Eighty-eight percent said press releases were the most desired content in an online newsroom. Seventy-seven percent of respondents said they are most interested in breaking news, followed by 70 percent wanting supporting facts, 66 percent looking for story angles and 52 percent seeking quotable sources.

The following is a sample release to guide you in creating your own.

FOR IMMEDIATE RELEASE                                                     CONTACT: NAME

DATE                                                                                                NUMBER, EMAIL

(Headline: Bold, All Caps)

MARTY’S RESTAURANT UNDER NEW OWNERSHIP

City, State—Nolan Erickson (WHO) is pleased to announce his purchase of the famed Marty’s Restaurant (WHAT), 1393 Main Street (WHERE), Monday, August 25, 2014 (WHEN) from Marty Direson. Erickson plans to retain its current employees and included in the purchase price was Direson’s award-winning paneed veal dish recipe and other signature recipes.

TIP: Include a quote

“Owning my own establishment has been a long time goal of mine,” said Erickson. “After saving for several years, completing my business plan and doing my research, I learned of Marty Direson’s wish to sell his business and retire (WHY). The location, staff and customer base were exactly what I was looking for and the timing was perfect.” (HOW)

Marty’s opened in 1975 and has become a local institution and draws visitors to experience its authentic Creole Italian cuisine. Erickson has hired Lucy Banta as its executive chef, formerly of Aldo’s Italian Cuisine. Banta will continue to prepare Marty’s recipes, while creatively incorporating more seafood and local produce in the menu and specials.

“I have full faith that Nolan and Lucy will continue to build upon my years of hard work,” said Direson. “They are experienced in the business and most importantly, have a passion for great cuisine and also customer service.”

Marty’s will continue to serve lunch and dinner, Tuesday through Saturday and brunch on Sunday. 

(Either of these marks below signals the end of the release and is centered)

-30- or ###

Distributing your press release

Once you have written your press release, have someone else proofread it for you to ensure it is free of grammatical errors and misspellings. When your release is finalized, now it is time to distribute it to business and restaurant reporters in your city, town or region. Identify which reporters cover your type of news and visit the contact page of the media outlet’s website for their email address. Many times, the byline of an article contains the journalist’s name and a link to their email address.

If you are sending the press release to a group, we recommend putting the recipients email addresses in the Blind Carbon Copy (BCC) area and sending the email to you, from you. Also, post your press release, and any coverage you gain as a result of the release, on the news page of your company's website. 

The first modern press release is attributed to Ivy Lee, whose agency represented Pennsylvania Railroad when the 1906 Atlantic City train wreck occurred. To maintain the facts associated with the story, Lee and the company issued a release before other versions of the news spread and then invited the media to the scene as a means of fostering open communication with the media. The New York Times was so impressed and printed the entire statement verbatim.

In the same spirit as Ivy Lee, it is important that good news about your business come from you. It’s a great way to keep the public engaged and keep your restaurant top-of-mind when it comes to dining decisions. Don’t let others tell your story without your input!

If you have any questions, please contact the LRA Communications Department at (504) 454-2277.