Here in restaurant PR, we like to get our press ducks in order when organising a super structured press meeting. Please see below our top-tips for a successfully, smooth face to face with fantastically rich results.
Step 1: Who to target
- Choose a relevant title, that relates to a number of restaurant PR stories you’re aiming to achieve coverage for
- If there’s any publications we would love to achieved coverage within ie. Time Out– we can use this as a tactical long-term relationship builder
- Check job titles – make sure you’re contacting the correct writer ie. lifestyle/ features/ digital / food / what’s on + listings
Step 2: How to book them in
- Get in touch via email – Introduce yourself & Me:Mo, the kings of resraurant PR – and provide a brief overview of 2-3 clients and then add link to client page of the website
- Make sure the email is tailored to each specific journo & publication – always include link if possible (Ie. I know you worked alongside my colleague xxxx)
- Keep the email fairly light in tone – always good to mention a specific feature the title runs ie. I’ve noticed you cover lots of East London restaurant online, we look after xxx
- Always good to sign off mentioning it would be great to understand the best way to work together moving forward – so they know it’s mutually beneficial
- If you’re struggling to hear back on email then pick-up the phone or follow them on Instagram/Twitter and drop them a DM – they’re more likely to be more active on these channels
Step 3: Top stories for the meeting
- Email the team the day before to ask if there’s anything specific they’d like you to pitch – and from there, compile your top restaurant PR stories
- Always bring a client list with you, and iPad (if possible) to easily showcase imagery from respective clients
- Given the time sensitivity of meetings, always pitch the most relevant stories first – and don’t pitch more than 5
Step 4: Hints & tips during the meeting
- Do your research on the title & journalist and what stories they’re most likely to cover
- Better to attend in pairs – feel free to bring a more experienced member of the team to join you to chat through their clients’ amazing restaurant PR stories too
- Don’t feel like you need to be pitching in Me:Mo and clients for the entire meeting – ask them about themselves and what they enjoy
- Be sure to ask what they need for us for upcoming restaurant PR stories – and how best to pitch into them eg.
- When’s the best day to pitch in to you?
- Do you ever feature video content?
- What’s the best way to pitch into you ie. one person collating all pitches into one email?
- Remember it’s a relationship builder, so good to get to know them and find out:
- What’s their favourite cuisine
- Their top London restaurants
- Always good to name drop articles they’ve written before or the title has covered
Step 5: Follow-up
- Make sure you send a follow-up thank you email within 24 hours – collating all points from meeting and any key areas of interest
Step 6: Circulating notes
- Send around key notes and follow-up points for the team – include journalists email address if they’re happy for any member of the team to get in touch with them over upcoming restaurant PR stories
- If anyone has shared a specific pitch or invite let them know straightaway if journalist is interested in attending
Step 7: Keep the relationship alive
- Make sure you keep in touch every 3-4 weeks
- The email doesn’t need to be constantly pitching, it can be more of a general how are you and do you need anything from us
- Don’t always bombard them for coverage – make sure you approach the relationship delicately and politely
- Make sure you always invite them to client events which could just be a nice evening for them