Last week we headed down to Holborn to an event hosted by WeWork as part of their ‘We: The Creators’ summer series, a collection of talks and events held throughout the summer, bringing together creators from various industries to impart their wisdom on us bright-eyed and bushy-tailed listeners from the restaurant PR world and beyond.
Our talk was focused on the food & drink industry with a panel of distinguished movers and shakers, including founder of KERB street food, Petra Barren, CEO and founder of Press Juice, Ed Foy, and food writer and chef Tess Ward, amongst a host of other illustrious food people.
It was interesting to hear from the perspective of a food and drink PR agency how these figures have built and maintained successful, stand-out businesses within an industry that is both the most vibrant it’s ever been and the most saturated.
A few pieces of advice that we felt were most potent: as mentioned by KERB founder Petra Barren, ‘It’s not what happens to you, it’s how you deal with what’s happened to you’. This is a notion that is a big part of the restaurant PR industry – bumps in the road happen to the best of us, the skill is taking that bump and recognising how it can help you grow, rather than hinder you.
Another key point endorsed by the whole panel was the necessity to be connected with what you’re doing – start with a ‘why?’ and continually ask yourself it throughout the growth of your brand. This notion of ‘why’ is especially important for a restaurant PR agency; keep sight of why you are doing something and you will deliver a successful and innovative campaign that offers tangible results, whether that be launching a new restaurant or a new menu.
Lastly, as proffered by Jasper Cuppaidge, Founder of Camden Town Brewery, ‘People hate being asked for a favour, but they love being asked for advice’. This is important to bear in mind when it comes to social media – use your audience, ask their opinion, engage with them and they will engage with you, they engage with you and you will grow, you grow and they will grow with you.