Perhaps you’re a new personal chef eager to jump start your business. Or maybe your client base is going through a shift. Are you anticipating summer holiday slowdowns? You could be launching a new line of services under your business–like catering or teaching cooking classes. Whatever it is, you need some media attention to draw in eyes who could turn into potential clients.
Now let’s stipulate first that simply getting a story about you in your local paper or getting quoted in a public radio story on food trends isn’t necessarily going to translate into more business. But media outreach should be another marketing tool in your arsenal–like social media, cooking demos, and, of course, having a quality website and business card.
Not sure how to get started? Well, here are five ways you can get reporters and editors to talk to you and, hopefully, about you:
1. Write a brief but well composed press release and send it to reporters covering the food, business, lifestyle, and/or health beats in your local media outlets (newspapers, news websites, radio, TV, bloggers, and podcasters). If you’re an APPCA member you have access to press release information in the training materials, including sample releases that you can personalize with information about you and your business. Be sure that the contacts you find are up to date–you don’t want to send a release to someone who hasn’t held that job in three years. And also be sure that the people you’re targeting are the right people for what you’re trying to accomplish. Tailor your press release to the angle of the story you’re pitching. You shouldn’t send the same release to a business reporter and a lifestyle reporter.
2. Assuming you’re on Twitter, Facebook, Google+, or other social media platforms–and you should be–start following/friending reporters with whom you want to develop a business relationship. Periodically ask them relevant questions. As you get friendly, let them know what you do and ask if you can send them info about an event you’re participating in or a new type of service you’re launching. Offer to serve as a resource if they have an article or segment they’re working on in an area you specialize in.
3. Do some research and find out if your target media people have their own blogs. Subscribe to them. Read them. Most important, leave friendly comments on them–but only if you can offer a relevant observation to the discussion. Be sure to include your website URL in the comment or sign in with the web URL to leave the comment so they can find you.
4. Create a small media event. Perhaps you’re launching a new fall menu for catering or you’ve just started a new cooking class series. Set up an event exclusively for media–a tasting, cooking demo or class. Alternatively, invite them to attend an event you’re already holding–as your (comped) guest. Either way, be sure to have useful takeaways on hand for them, such as recipes, a press release and fact sheet about your business and what you’re promoting, and perhaps a small package of cookies or jar of jam or some other edible treat you made.
5. Read, watch, or listen to stories by your target media. As you get to know what they’re interested in, you can tailor an email note, mentioning pieces of theirs you’ve found interesting and ask if they have an interest in an area in which you specialize–cooking for seniors or athletes, lessons learned in running a personal chef business, teaching cooking classes to children, etc.–and offer your expertise in a story. Do some research and provide data about related trends to demonstrate your knowledge of the topic. Reporters are always under the gun to come up with unique story ideas. If you have a pitch for a piece they find intriguing, you’re helping them do their job. That’s priceless.
Remember, this isn’t a one-shot attempt. This is a process. You’re building relationships and that takes time. And, honestly, you have to have something newsworthy to cover. Don’t waste attempts at attention with news that really isn’t all that newsy or media targets will simply delete or block your communications. Give them something to really excite–and help–them.
Back in Las Vegas for week eight of Food Network Star and our Nicole Gaffney was one of six contestants left. This week, the six met with Alton Brown and Giada De Laurentiis in the Poker Tournament Room of Caesar’s Palace to learn what one-of-a-kind culinary experience they were to enjoy, take in the meal and the ambiance, and then divide into two teams to create their own special meal for the judges.
Nicole drew the $1,000 Golden Sundae at Serendipity 3, which she described as “Vegas on a plate.” She couldn’t finish the scoops of Tahitian vanilla ice cream and passion fruit-infused caviar served with a 24-carat gold spoon, but she told us on Twitter, “It was crazy good!”
Nicole then joined team Sarah as Sarah’s first pick, along with Luca, to create a four-course “Around the World” meal. Sarah gave Nicole frogs legs as an ingredient–something foreign to Nicole–who decided to fry the legs and accompany them with a spicy tamarind-glazed sauce with cucumber mango slaw. Then she took on dessert, with her toasted marshmallow ice cream as the star of a deconstructed s’mores dish.
Team Sarah totally bested Team Emma in the eyes of Alton, Giada, Susie and Bob, and guest judge Penn Jillette. Kudos to Nicole, whose frog legs (if not her story) and dessert were a big hit. Sadly, Emma, who surprisingly was unfamiliar with her assigned ingredient, Mangalitsa pork, and told a gruesome story about burning pigs in a barn, was eliminated.
And then there were five–who are off to New York for the next challenge! Stay tuned! Go Nicole!
How have you successfully gotten media attention for you and your business? Please share!
Not an APPCA member? Now’s the perfect time to join! Go to personalchef.com to learn about all the benefits that come with membership.
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