How to Choose a Restaurant PR Company
We meet a lot of restaurateurs and chefs looking to get the word out about their projects. Often, they have met with several restaurant PR companies of various sizes and become conflicted about making the final decision. How do you choose? What should you look for?
Here are our suggestions of what to look for and how we differentiate ourselves from the competition.
Start with experience. With a combined 30 years in public relations and hospitality, our team has done everything from working on the floor in restaurants and hotels to in-house PR work to agency bonafides. This means we have practical knowledge of nearly every aspect of the restaurant business. Our hands on approach involves business evaluation, concept and branding work, market positioning, customized strategies and targeted media outreach. Our experience will prove invaluable when we are in the trenches with you.
Knowledge of food and wine. Our partners have traveled around the world, exploring local culinary cultures and meeting winemakers and distillers. We seek out new culinary experiences, whether checking out the newest openings or visiting the world’s top restaurants. Ask your potential partners about their passion for food and knowledge of it.
Who will you work with? Sure, you meet the owner or a VP when they want your business. But who is working on your account? Can you trust that you won’t be delegated to a less experienced staffer once the opening phase is over (if not sooner)?
Storytelling is the key. It’s not just about putting words together – can they tell your story in a way that is compelling and newsworthy? The best PR companies employ experienced writers who can tell stories effectively and differentiate yours from the barrage of pitches media receive. For our team, it all starts with understanding your concept and then using great writing to get the message out there.
PR is work, hard work. It takes a time commitment beyond Monday to Friday 9 to 5. Will your team be reachable on a Wednesday night when the critic comes in or on a Saturday when your gas unexpectedly gets shut off? Will they be visiting regularly to try new dishes and discuss how the program is progressing? Are they promoting you on social media? Are they even watching your feeds, online reviews, posts in food forums and more?
Your restaurant PR team needs to be a partner you can rely on – creative, honest with their feedback and always have your best interest at heart. Here at MST Creative PR we live up to these principles every day.
Click here to read more about how we work.