To score media placements for your new and unique product, give yourself an edge by using a public relations agency that shares your passion. For example, I adore all things food. Checking out new restaurants and sampling the latest food trends are my ideas of delicious fun. When we have food-related clients, I am excited to learn all I can about their businesses so that I can share what I know with reporters.
Over the years, we’ve arranged media for a variety of culinary businesses, including Jensen’s Supper Club, Valley Natural Foods, Vital Choice wild caught salmon, Nash Finch, Kowalski’s Markets, Cozymel’s Mexican Grill, Rocky Mountain BBQ, Akaushi Beef, Cargill’s functional food ingredients, Malaysian Palm Oil, No Name Steaks and the National Onion Association. We’ve promoted Haagen Dazs events, and arranged for TV cooking demonstrations by well-known chefs. From gourmet food pairings to sustainable cuisine, we speak the language.
Having publicists who share a passion for your industry is the secret ingredient that gives you a huge public relations advantage. We’re more likely to be aware of the emerging trends. This means we can involve our clients in the media’s hot news of the day, and position them as the go-to spokespeople on fresh foodie finds and other savory topics.
If you’re salivating at the idea of getting deliciously good media placements, here are a few ways to spice up your approach and serve up satisfying results:
• Focus on what’s unique: The media loves talking about new products, pairings and trends. For example, Malaysian Palm Oil is making inroads in the U.S. because it is responsibly produced.
• Offer demonstrations with a twist: The angle should be mediagenic, such as quick-and-easy meals for busy moms, or healthier ways to prepare a classic dish. For more adult-oriented audiences, consider a segment on cocktails and food pairings.
• Be open to different ways of positioning the story: Instead of using a chef, consider bringing in a nutritionist or even a busy mom who can talk about how she quickly prepares healthy food for the table during soccer season.
• Identify trends: Right now, people are focusing on the health benefits of getting back to the basics. For example, we could fill an entire TV segment with the nutritional benefits of onions! Other tie-ins might be gluten-free cooking, or identifying hidden sugars in food labels.
• Align your news with your community: How is your business supporting the community? Do you purchase from local farmers and co-ops? Do you participate in charitable events or offer classes to teach healthy eating concepts in the kitchen?
Hungry for more? Call us so that we can create a public relations campaign recipe for your business.
