Marketing Your Restaurant: Part III

Often, we only think of the media (newspapers, magazines, television, radio, and internet) in the most negative of connotations. From a series of personal interactions I've shared with a variety of media outlets over the past year, I can share with you this truth---given the opportunity to portray you in the best light possible given whatever situation—and if you work with the media representatives—you can make what you fear to be the worst interview into a generally positive experience.

It's a Saturday night on a holiday weekend. In spite of all we could do, we've had an unfortunate event occur at one of our restaurants. It's newsworthy. Bam! There are the TV cameras, the microphones, the reporters pushing to the front to scream questions at you. Hey, what is this, the 15 minutes of fame you wish you would never have gotten?

It doesn't need to feel like you're being abused. Maybe you are, but—then again—look at it from the Media point of view: They're doing their job. And if you've addressed some basics BEFORE any of this occurs, the outcome will be much more positive.

It's time for you to put together a basic "Media Early Issue Kit."

Today. While you are thinking about it—maybe immediately after reading this—sit down with a pen and a piece of paper and write out the following items:

Your name, your title, the name of the Restaurant, the name of the Company that owns the restaurant, the address of the restaurant, a 50 word description of the restaurant (think about what you tell potential employees).

If you are part of a group of restaurants, write down the person's name who is responsible for briefing the media in case of a media visit. You don't know who owns this responsibility? Find out. Now. Don't wait until tomorrow.

Whatever will happen-- might happen, today.

File this sheet of paper with the most important papers you have in the restaurant, a location where you can find it in 30 seconds or less, because that's about how much time you'll have to collect your thoughts if you need to use it.

Too frequently, mishandling a simple question posed by a media representative can lead to bigger, more negative headlines. Those headlines may actually not be directed to you, but you can absorb the fallout and the consequent negative sales impact that accompanies it. In no case should you take on the responsibility of answering questions without prior authorization.

Often, a media representative may pick up a story from a wire service report about an event that may have happened all the way across the country, and will call on you for a comment.

If it didn't directly happen in your location, tread very lightly on what should be said. Legal issues can arise when you make comments on something about which you have no first hand knowledge. Remember, you would not want someone in Peoria commenting on what happened in your restaurant, would you? After all, they don't know any of the details of an occurrence and consequently, their ability to generate publicity should focus on what is going on in THEIR restaurant.

I've watched in horror as interviews with Managers, Supervisors and Owners that have no clue about how to manage a relationship with media representatives airs on local television. After you receive any type of media training, you find yourself cringing as the person being interviewed is obviously ill at ease...unprepared...and unable to successfully represent him or herself. It's a bad case of crash and burn.

Let's step back for a moment. If you know you are going to be interviewed, how can you best prepare for your 15 minutes of fame?

First, if the media representative calls to set an appointment, just ask them the intent of the storyline. Jim or Jill or Erica from the Local Newspaper or from XYZ TV will generally be more than happy to tell you that they plan to do a story on "Why Americans are eating out more often," or "Why restaurant customers want fries cooked in vegetable oil."

Once you understand the point of the article, and the storyline they want to convey, there are some basic rules to follow to present yourself well.

1. Make a list of points you want to convey during the interview. Limit it to three points. No more. Three. 2. Write down these three points you want to convey. Don't write a speech, because you won't be able to give a speech. Expect that you'll be interviewed on tape for about two minutes and a half, and it will be edited to between 11 and 20 seconds. That's the time you have to convey your point(s). 3. If you're doing a written media interview, the interview will last longer, but expect to be quoted for no more than two or three paragraphs. Don't be shocked if what you see in print is not exactly what you said, because even when the reporter tapes the interview, it may not be transcribed properly. Keep in mind the old adage that it doesn't matter if it's bad news or good news, as long as they spell your name right. 4. Always treat the media representative as you would a guest in your home or restaurant—after all, they probably are regular customers—that's why they've called you for comment. 5. If you don't feel totally comfortable making a comment on the proposed storyline, be honest and tell the reporter so. They'll appreciate your honesty, and remember it the next time they are seeking comment on a story with which you DO feel comfortable. And note this: You'll appreciate I advised you to tell them you don't feel comfortable making a comment when you DON'T see yourself on TV, stumbling across questions you aren't comfortable in answering. 6. Once the interview starts—as the first question is asked—look for a logical segue to your first of three points. Don't focus on avoidance—it always comes across on screen—but focus rather on the importance of the point you wish to make. 7. Convey points two and three the same way. You're not specifically avoiding the interviewer, of course, but you are moving the line of conversation to the points you wish to convey.

Up until now we've discussed reactive media response.

Let's talk about Proactive focus as a part of marketing your business.

Press Releases are sent out by the thousands everyday to news outlets-- newspapers, radio and TV stations.

Offering a Press Release is a great way for you to tell a story about your restaurant when you've added new menu items, changed the décor, or added a new management member.

 There is a format in which the news media wants a release.

First, be sure your name, address, and telephone number are on the top of the Press release. The media may need a clarification, or want to ask additional questions.

If the information is for immediate release, say so outside the body of the press release itself. If the information cannot be released until a certain date, also be sure to list that. It's rare a release you send out will be released prior to the date you've specified, and generally, it will be much later.

Use a bold, larger typeface headline to draw attention and address the focus of the release.

Keep the body of the release to two paragraphs.

Be sure that you end the Press Release on a positive note, and send it off in both printed form and in electronic form (via email), and watch the media outlets help make your Marketing program work for you! Lastly do not send PDF files they can use them and often will just discard all that great work you spend so much time creating.

In our next Hot Topics Marketing column, Alan Guinn will discuss using the product mix to leverage your pricing, and viewing your product mix as a component of your Marketing strategy. Email Alan at alan@qsrweb.com.