Tag: PR Agency

Should you do your own PR?

by Sarah Segal

Last year, I came across an interesting article written by a lifestyle entrepreneur detailing how they saved “thousands” in not hiring a qualified PR agency. In her Business Insider article, she outlines her four strategies for success.

She writes, “I quickly realized that any time my business was mentioned in media coverage, my website traffic increased dramatically (I tracked this using Google Analytics). I decided to spend two hours a week trying to get more press mentions and tapped into the bit of PR knowledge I had from working in the industry for one year.”

So, should you do your own PR?

Here are my professional thoughts on the suggestions she outlined

Spending an hour a day on PR

1. She recommends setting up “Google alerts on topics, themes, competitors, and key phrases that are relevant to your business or industry” and drafting a pitch based on the trends and themes surfacing that week. She recommends allocating 1 hour to this undertaking. In theory, this is not a bad strategy – it’s something we do for our clients but it’s not how I would recommend a founder allocating their time. The role of a founder is to be the visionary for the company. Delegation is the key to success, not working in the weeds. While a PR agency is an investment, yes, if you believe in what you are doing, it will be an investment that will certainly pay off over time.

Delegation is the key to success, not working in the weeds. 

Not all press opportunities are worth your time 

2. Next up, she says to post yourself as a source on reporter sourcing platforms – reporters will post call-outs for the expertise they are seeking. The couple she mentions are certainly used, but one of the two is also filled with a ton of junk that would not be worth the time. An agency has institutional knowledge that can help weed out the “opportunities” that are a waste of your time. Agencies also have many other resources that are not mentioned that are far better in finding quality placements. 

DIY PR

3. Take a class in PR. Sure, you can do this, but it’s the equivalent of being a DIY home improvement person. You will never get the results that someone with 10 thousand hours of experience will. You may have a new tile floor, but really won’t you have to redo it in a few years when the grout starts to crack? 

Understanding the dos and don’ts when pitching reporters

4. Her final recommendation is to identify ten reporters who cover your industry and warm them up to receiving your pitches by being social with them on their feeds – liking and sharing, etc. Great advice if you have the bandwidth but don’t expect reporters to respond to your pitches. Reporters’ inboxes are overwhelming by most accounts and not always receptive to individuals pitching themselves because their lack of understanding about the journalistic process makes them more of a headache than a help. PR professionals have a well-oiled understanding of reporters’ needs and will bend over backward for their clients. If you don’t know the drill, you may burn a bridge before you even make headlines.

So, should you do your own PR?

In short, when you are thinking about tackling PR yourself,  just remember Beyonce probably never did her own. Instead, she focused on creating her awe-inspiring performances because she believed in her brand and hired a publicist.

Let us take your brand’s visibility to the next level. We’re here, ready to help your company showcase your “why” and share it with millions of people.

[email protected]

What are the Benefits of Influencer Marketing?

by Sarah Mowad

One question we often get asked by new clients when deciding upon the scope of our work together is, “are influencers a necessary evil?” Although I understand the stereotypes that have led to this becoming a popular question to ask, I view working with influencers a bit differently. After several years of leading influencer marketing services at Segal Communications, I see these partnerships as an often untapped opportunity for brands to reach their ideal audiences, build recognition and trust amongst the public, and engage in a form of advertising that works with their budget.

Targeting your preferred audience

One of the most significant benefits of influencer marketing is its unique ability to deliver your message directly to the customers whom your product or service is designed for. In the initial stages of identifying social media influencers for your brand to partner with, your PR representative will request a media kit from them that contains valuable audience statics that will inform their decision on whether the influencer is a good fit. These statistics include everything from age and gender to the location of the influencer’s followers.

Is your target customer women between the ages of 25 – 34 who live in the US? Your PR representative will be able to source influencers whose audiences are in total alignment with this target demographic.

An influencer filming a video for social media.

Building brand familiarity and trust

We know that repeated exposure builds familiarity, and the mere exposure effect tells us that consumers prefer things they are familiar with. These principles are important to consider when planning an influencer marketing campaign as they support the case for engaging in long-term relationships rather than one-off partnerships. When audiences see your product or service repeatedly being featured on the page of an influencer they follow, recognition begins to build. As audiences continue to become familiar with your product, the chances that they will prefer and ultimately purchase your product greatly increase. Along with familiarity, ongoing partnerships with influencers are a great way to build trust in your brand.

When an influencer who has a history of only working with high-quality, reputable brands recommends a new product, their audience is going to trust that recommendation.

Advertising within your budget

Engaging with influencers can be surprisingly affordable with the right strategy in place. If you are a young company with a smaller budget, micro-influencer marketing could be the best route for you. Influencers within a certain range of followers, typically between 5k – 100k, are often happy to share a brand’s offerings to their social channels in exchange for a gifted product or experience. The key here is targeting the right influencers; those with well-established large audiences will almost always only post in exchange for monetary payment. If you have the budget to allocate to paid partnerships, the right relationships can lead to a sizable ROI. So although paid partnerships are a larger investment, oftentimes the exposure they provide will end up paying for itself. We typically recommend that our clients engage in a mix of trade micro-influencer partnerships and paid partnerships with larger influencers for optimal results while staying within a reasonable budget.

Ready to take the leap on an influencer marketing program for your brand? Reach us at [email protected] to get started.

Why You Need a Press Page & How to Build One

by Cori Brosnahan

Does your company website have a press page? If not, you’re not alone. Many of our clients come to us without one. But you definitely need one — ASAP.

Why you need a press page

Reporters work on tight deadlines, and the last thing they have time for is searching your site for contact information. At the very least, your press page should have a dedicated press email that goes to your media relations team. But why stop there?

Think of your press page as an advertisement for your company aimed at a very specific audience — the media. Use it to position your company as an industry leader with a unique message and deep expertise. Putting some time into building an awesome press page increases your chances of being found — and contacted — by reporters working on relevant stories. 

Everything you need to build a press page

While press pages vary across different industries, standard sections include the following:

Contact Information – Here’s where you list your dedicated email, which can be as simple as  [email protected] Some companies use fill forms, but we advise against it as they can be difficult to complete on mobile devices and deter media from reaching out. If possible, include a phone number as well.

In the News – This is where you show off all your media hits. It should include images or logos of publications, article headlines, and brief descriptions of the editorial placement. This section needs to be updated in real-time. Some brands will “pin” highlights (the most notable coverage) to the top of this page with reputable news logos showcased in the creative.

Press Releases – This section should include all past company press releases organized by year, with the most recent first, and be searchable. Collecting all your press releases in one place helps strengthen your company narrative.

News Feed – Consider integrating a social feed into your press page to show your brand personality and how you interact with consumers. Choose the social platform you update most frequently.

Media Kit – A media kit provides reporters with all the information they need, so they don’t have to spend time asking you for it. In addition to standard logos, company boilerplate, and images, consider including video (b-roll), executive headshots, fast facts, a company timeline, and/or honors and awards the company has received. Make sure your media kit is downloadable!

Experts – Are there people at your company with expertise in industry-specific areas? If so, consider highlighting them and the topics they are available to discuss. Present yourself as a valuable resource for journalists that cover your industry.

Top-notch press pages to get you inspired

Now you have the basics! If you want more inspiration, here are some examples of top-notch press pages:

Let us take your brand’s visibility to the next level. We’re here, ready to help your company showcase your “why” and share it with millions of people.

[email protected]

How much does a PR agency cost in 2023?

by Sarah Segal

How much does a PR agency cost? It’s a question that every potential client wants to ask on the first call but rarely ever does, so here’s a look into my truth as the owner of a midsize PR agency. 

A boutique agency has the ability to be flexible with pricing 

While some agencies won’t take clients for anything less than $25,000 a month, the boutique agency pricing is slightly different. This is because:

  1. We’re growing, so we’re eager to land interesting clients that help grow our reputation.
  2. We generally don’t have the overhead of a large agency — people who are not “billable” like a CFO, CIO, and Head of People, so we can be more flexible with pricing.
  3. We usually don’t report to a board or investors, so we can choose to work with brands we believe in.

That said, boutique agencies also don’t have the financial buffer that larger agencies have. Meaning clients coming and going matter more. 

By being flexible, we help our clients balance their desired results with their budgets.

What is the average retainer at Segal Communications?

At Segal, we have three main practice areas – consumer, tech, and executive visibility. We provide media relations, influencer programs, social media management, and creative campaigns for each of these.

Our clients fall into one of six categories:

  1. Industry Specific Technology with 100-1,000 employees, focused on growth
  2. Emerging Industry Technology start-ups that are investing in public relations to build awareness
  3. Trusted Consumer Brands with 100-1,000 employees, focused on omni-channel purchasing (online and brick-and-mortar)
  4. Growing Consumer Brands with great products that need to get into the hands of those who influence
  5. Informers and Educators who have logged their ten thousand hours of expertise and then some and are working to share their experience and knowledge with a larger public audience
  6. Passionate Founders with a product or service that warrants staning

Most Segal Communications baseline retainers currently hover between $6,000-$12,000, but there are exceptions to that rule. The exceptions include being a longtime client who has been with us from the start, someone or something too cool to pass up, or a mission-driven organization working on something for the greater good.

On the lower end of the price range are consumer clients that have a desirable product that we can get into the hands of influencers and media. On the higher end are B2B clients with unique audiences and customers.

Agencies offer the most comprehensive range of services

The baseline retainers are just that — baseline. Most clients want more than PR; they want social media, blog writing, bylines, sample campaigns, and creative. All of these elements have additional pricing structures. Working with an agency is valuable because we are a one-stop shop for all of your communications needs. We provide our clients with a fluid ecosystem of communications services that can ebb and flow with the needs of the business. By being flexible, we help our clients balance their desired results with their budgets.

Let us take your brand’s visibility to the next level. We’re here, ready to help your company showcase your “why” and share it with millions of people.

[email protected]

How to Determine Which Social Media Platform Is Best For Your Business

by Sara Wildman

An active social media presence is essential for businesses in the modern age. As a consumer of social media, likely your first instinct when hearing about a new company is to look them up on social media. Social media is also valuable for telling your story and connecting with your customers. Customers who feel seen and heard are more likely to become brand loyalists. With so many social media platforms at your disposal, how do you know which ones to prioritize and which may not benefit your business? Here are the fundamental points to consider when determining which social media platform is best for your business. 

What industry does your business fall under?

Understanding where each industry is most active on social media is the first step in determining the ideal platform on which to focus the majority of your time. Are you selling a product or service? Are you selling to other businesses? 

If you’re a direct-to-consumer (D2C) brand, you’ll want to focus on Facebook, Instagram, and TikTok. Especially if you are selling a product- these three platforms offer a shopping feature, making it seamless for your customers to purchase directly from your posts. On the other hand, a business-to-business (B2B) company should focus its social media efforts on LinkedIn and Twitter. LinkedIn allows your brand to get directly in front of company decision-makers, and you can analyze your audience demographics based on job title and function. Twitter is a great place to send real-time updates about your company and seek out conversations your customers may be having about pain points your company could resolve. It’s also an excellent opportunity to speak directly with potential customers by inserting yourself into the conversation.

Who is your target audience?

Knowing your audience’s complete demographics is essential to understanding where they likely spend most of their time on social media. Sprout Social’s blog on social media demographics is a valuable resource for determining which social media platform is best for your business. 

A graphic of a hand holding a phone with different social media platforms stemming out of it.

Analyzing audience demographics and engagement metrics is key

If you’ve been posting consistently to multiple platforms for months now, your analytics will tell you exactly where your audience is strongest. While follower count is a vanity metric, it’s the first sign of where your customers are most active. Next, take a look at your engagements and engagement rate. Engagements on a post consist of likes, comments, saves, and shares for most platforms, and engagement rate is a percentage calculated by the number of times users engaged with your content compared to the number of impressions it received during its lifetime. You can find these analytics on each post when you are logged in to a business account on most platforms. 

Take a risk  

It’s okay to take risks and test out content on each platform to see how your audience will react to it. You just might find that your followers take well to a cheekily-captioned Instagram post. 

Need help getting started with a customized social media program? When we work together, your brand does more than show up. It shows up with a story, a purpose, a unique reason for being – and it makes an impact. At Segal Communications, we become an extension of your team – we work fast to become brand experts and make sure we’re keeping your company relevant on social media. 

[email protected]

How Does SEO Work With Your PR Strategy?

by Emily Mahoney

The fast-paced nature of the internet has created a consumer demand for Google search results to be delivered instantly and precisely. A survey found 60 percent of mobile users were very likely to click on the first two to three search results they saw, and more than 90 percent were likely to click on the first set of results. 

Leveraging search engine optimization (SEO) to boost your visibility online has become a highly valued and sought-after strategy for companies. Traditionally, SEO has been a marketing practice but this is no longer the case. The ever-changing nature of today’s digital landscape offers new possibilities for PR pros to incorporate SEO tactics in their work to strengthen their clients’ presence in search results.

The ever-changing nature of today’s digital landscape offers new possibilities for PR pros to incorporate SEO tactics in their work to strengthen their clients’ presence in search results.

The Relationship Between SEO and PR

SEO and PR can work cohesively to increase brand recognition. They are reliant on one another, often more than we think. How effective can PR efforts be if consumers cannot find your company on Google? There is little content and opportunity for SEO to grow organically without PR. 

Including SEO tactics in your PR strategy can differentiate between how you and your competitors stand in search rankings, ultimately deciding which sites both new and returning consumers choose to visit. PR pros can incorporate two components in their daily practices to achieve optimal SEO for their clients: keywords and backlinking. 

Keywords and backlinking are essential in the relationship between SEO and PR as they are easily manipulated and offer significant influence when utilized correctly.

Identifying the Keywords You Want to Rank For

Keywords are phrases included in your content that make it possible for search engines to list your company as a reliable and accurate result. This is where most will look to start in their SEO journey.

You first will want to audit the keywords your company is already ranking for. This builds your foundational understanding of which keywords are influencing your ranking. You are likely to see your company rank highly for obvious keywords relative to your company, like your name, service, or product. An audit can provide insight into what phrases are commonly addressed in already published content and help in identifying new opportunities to focus on in the future to target those infrequently used keywords.

It’s crucial to note keyword selections are not set in stone. They can be adjusted to cater to new product offerings or different PR campaigns, but be careful in selecting which ones and how many you want to monitor. The best practice is to start basic and simple before expanding to longer, more complex keywords.

Person working on a computer looking for SEO keywords they would like to rank for to boost visibility online.

Your search ranking is also determined by the number and quality of outside websites that link back to your website within their published content. Backlinks from credible and trustworthy sites positively influence your SEO ranking, making earning digital media placements one of the most beneficial SEO-boosting tactics. These placements work to increase your brand’s searchability, ultimately enhancing the quality and quantity of website traffic you receive. To ensure a published story results in an SEO-boosting backlink, your PR rep can ask a journalist to include a link to your company’s website along with including relevant links in their pitch for the journalist to reference and embed. 

Owned media, which includes things like press releases and blog posts, also presents opportunities for PR pros to help you drive your SEO rankings. Linking to other relevant content you own within a piece of media on your website can increase domain authority and traffic to other landing pages. Overall, we see this as a win-win!

The Takeaway

Your SEO ranking determines your accessibility, affecting how both new and returning customers can find you. Working with the right team of PR professionals can ensure your company ranks for relevant search terms and generates a healthy stream of backlinks to achieve maximum visibility.

At Segal Communications, we’re here to help your business reach its full SEO potential. Ready for a custom audit to identify your business’s optimal keywords and assess backlink health?

Reach us at [email protected].

Why You Can No Longer Post a Single Image on Social Media

by Sara Wildman

As a social media professional, I’m constantly having to adjust my clients’ social media strategies based on new trends and algorithm changes. This is arguably the most valuable way to grow your audience and increase engagement on your posts. I’ve seen it and experienced it firsthand: the brands that fully embrace these changes on social media experience growth at an exponential rate compared to brands that stick with their outdated social media strategy.

If you don’t keep up, you’ll simply get left behind.

The rise of short-form video on social media 

During the height of the pandemic, TikTok grew immensely in popularity. All other social media platforms were forced to catch up and began offering their versions of short-form video content similar to the format of TikTok to do so. A recent report from HypeAuditor shows that Reels generate the most reach on Instagram, beating out both static image and carousel posts. Instagram, specifically, is working to keep up with its top competitor, TikTok, so it’s no surprise its algorithm pushes Reels out to mass audiences more than other post formats. 

As all social media platforms have moved in the direction of short-form video content, posting videos on social media has quickly become a top priority in the social media strategies we create for our clients. 

A woman capturing content of her day to day routine to post on her social media accounts.

How do social media algorithms work? 

Gone are the days of your social media feeds appearing in chronological order. Simply put, social media algorithms work to show you content they think you will be most interested in based on how you’ve interacted with content on your feed. All social media platforms have one objective in mind: keep users on the platform for as long as possible. When the algorithm picks up on a piece of content that is accomplishing this objective, it will continue to put it in front of even more users. 

Understanding how the algorithms work and keeping up with new algorithm updates is the name of the game when it comes to any content strategy. While we tailor our plans for each client to reach their specific goals and needs, we always keep algorithms at the forefront of our strategies. 

Investing in your content plan

It is vital to frequently produce new, quality content to support your social media strategy. In order to gain large numbers of Impressions on your content and grow your audience, you need to be publishing posts at least two to three times per week, and ideally three to five times per week (depending on the industry). Unfortunately, you can no longer get away with posting a single image. You simply won’t see the growth you’re aiming for because these types of posts no longer gain a substantial amount of traction. 

Since we work with clients with a variety of content budgets, we’ve gotten creative with the ways in which we source content. I’m fortunate enough to have an awesome team in-house that is creative and highly talented. We’ve put together numerous shoots for local clients and clients with a product that can be shipped directly to us. This is our ideal method of producing content because it gives us full creative control over the content we publish and saves our clients money. Another way we’ve been able to meet the challenge of producing regular content is by partnering with a client to help them hire a content intern. We were even able to get some press from the job listing! 

How to stay on top of trends

As a social media manager, much of my job consists of identifying current social media trends and making sure our clients are taking advantage of them. How we do this is pretty simple, and I’ve listed some resources below to help if you’ve not yet made the switch to a social media management agency. I also scroll through Instagram, TikTok, Facebook, LinkedIn, and Reddit more than I’d like to admit. 

Resources:

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Ready to get started with your customized social media strategy? When we work together, your brand does more than show up. It shows up with a story, a purpose, a unique reason for being – and it makes an impact. At Segal Communications, we become an extension of your team – we work fast to become brand experts and make sure we’re keeping your company relevant on social media.

[email protected]

Why Your Business Needs to Have a Social Media Presence

by Monet Troche

Living in the digital age, technology is now an integral part of our everyday lives. Brands have transitioned from traditional marketing practices to developing a presence and following on social media platforms like Instagram, Facebook, TikTok, and YouTube, among others. Most companies know they should be on social media but often haven’t given deeper thought to the reasons why. We’ve compiled the top three reasons why having a social media presence is a crucial marketing tool for every modern business to implement.

1. Less expensive than traditional marketing

An organic social media strategy is free! With the growing number of social media platforms, companies can create accounts to post about all aspects of their business. Whether that be who you are, what you do, day-to-day life, product features, and more, the possibilities are endless. It’s important to actively post, engage with other accounts, and utilize each platform’s features. 

Companies can venture into paid advertisements if they choose with costs based on your account’s reach. However, it’s best to establish a strong organic social media strategy first.  

Many apps have enabled features specifically for business purposes, including professional or business profiles to track analytics and insights easily. Platforms like Instagram and Facebook have enabled features for businesses to sell their products directly in the app. 

2. Boosts brand awareness and engagement

With social media, you can increase brand visibility and awareness by engaging with millions of potential customers.

 Once you’ve established your target audience, creating original and engaging content is important. You’ll want to have your values and goals at the forefront of your posts by having fun and creating content that will make your company stand out. Content tailored to your brand’s values will help you increase engagement and target your audience appropriately, which can ultimately direct them to your website.

Having a social media presence on multiple platforms, including hosting a website, helps users become familiar with your brand and encourages them to engage.

3. Creates brand authenticity

Brand authenticity can be achieved through social media by establishing your expertise and authority in a field, making your goals and values consistent throughout all aspects of your company’s image, and building clear communication between the brand and your audience. 

Customers appreciate when brands they love interact and care about the support they’ve shown for a company. Social media helps brands create meaningful relationships with their customers. Your presence on social media gives your audience a glimpse into the daily operations of your business through behind-the-scenes content and speaking directly with them through comments and direct messages. These aspects will drive customers’ trust in your company.

———————–

Social media managers play a pivotal role in your overall communications plan. They craft well-thought-out social media strategies and campaigns, monitor analytics and trends, track conversations and keep your audience engaged. Ready to get started? Email us at [email protected]

5 Signs it’s Time to Hire a Social Media Manager

by Sara Wildman

While social media used to be considered merely a supporting communication channel, it’s now much more. For millions of potential customers, it’s how they find, engage, and become loyal to brands. Despite this, we regularly come across founders and owners who either don’t think social media is important for their business, have someone on their team posting in addition to their regular job, or are doing the posting themselves, albeit infrequently.

While you don’t need to be on every platform, creating a consistent posting schedule is no longer optional for any brand or individual looking to establish credibility or attract new customers.

Here are five signs it’s time to invest in social media support.

Responsibility for managing your brand’s anemic channels is being passed around like a hot potato.

Creating social media posts is constantly being pushed off because of other responsibilities that take priority. You have good intentions to make social a priority because you know it’s important, but you just don’t have the bandwidth to keep up.

You’re feeling lost at sea.

The world of social media and social media marketing is vast – growing channels requires a well-thought-out strategy and the ability to adapt to new features and trends across platforms. It may seem daunting to attempt to do it all on your own. That’s where your agency will come in. An agency will craft a detailed social media strategy for your brand, figure out where your audience is strongest, and monitor performance to make sure the strategy is going according to plan.  

Your social media strategy isn’t based on insights and analytics.

Odds are you’re not a data analyst, and deciphering what each KPI (key performance indicator) means has been a challenge. And what are you supposed to do with the information? Your social media manager will know how to best use these insights and analytics to drive a well-thought-out strategy for your content moving forward. On an ongoing basis, they’ll make sure you’re meeting the goals you established by monitoring your channel’s data and adapting to trends. 

Social media manager holding a cell phone looking at social media apps and looking at it with another person beside them.

You’re experiencing a creative block.

Continually pushing out valuable, engaging content is no easy stint. Social media managers have a keen eye for making an aesthetic Instagram grid or strong marketing graphics. They also have the resources and a reliable network of creatives to tap into when the demand for content is extremely high.

You’re not keeping up with the Joneses.

Let’s face it, social media is an ever-changing landscape. If you already have a full plate, odds are you don’t have the time to keep up with trends across social media. An agency will always be on top of trends and know when it’s time to participate and when adding another post to ‘National Sandwich Day’ is just adding to the noise rather than value. 

Your audience on social media is arguably the most important and valuable asset to your business. If you don’t have the bandwidth to engage daily with your community, you’re losing out on potential sales and building upon your brand loyalists.

Ready to get started with your customized social media program? When we work together, your brand does more than show up. It shows up with a story, a purpose, a unique reason for being – and it makes an impact. At Segal Communications, we become an extension of your team – we work fast to become brand experts and make sure we’re keeping your company relevant on social media. 

[email protected]

5 Strategies To Make The Most Of Your Restaurant (Re)Launch

by Sean Funkhouser

The restaurant industry is an interesting animal. It’s one of the most riveting and communal industries to be a part of yet also one of the most challenging. Though we’re all a bit fatigued by reflecting on the pandemic’s impact, so many restaurant owners are still hurting from this unpredictable era. So where is the silver lining? Despite the challenges, the past few years have shown an impressive level of grit, community, and nimble course correction, with employees stepping up to the plate to cover shifts of sick colleagues and go above and beyond their pay grade to adapt to operational pivots.

As the industry has finally begun to experience the light at the end of the tunnel, it’s more important than ever to build a solid foundation in every area of your restaurant business, especially if you’re getting started from the ground up or launching a new concept.

With a refreshed mindset in 2022 and restaurant fans excited for the next big launch, it’s crucial for restauranteurs to hone in and sharpen their plans when it comes to openings. We’ve pared down our thoughts to five essential strategies that will ensure your launch is a success and builds the momentum needed to stay in the game.

1. Timing is Everything

The media is one of the most powerful resources for restaurant owners, and timing out your strategy is something worth overthinking. Whether you’re an established restauranteur or an industry newbie, you have to keep your local, regional, and national customer base informed. From the moment you sign the lease on your new space, that’s your first opportunity for press coverage that helps build anticipation. Engaging with a PR firm to map out a timeline is one of the best investments you can make. Depending on your restaurant and existing reputation, your team will analyze the best (and most realistic) outlets, as well as your viability for exclusives, which typically offer a greater quality of coverage, along with more clicks and shares. Building out the right media/influencer list and release timeline takes a huge piece of the puzzle off your plate, so you can focus on the dozens of moving parts involved with staffing, design, and finessing your menu.

2. Do overbudget on photography

As mentioned, the restaurant industry is tough… and it’s notorious for slim profit margins. However, if there’s one area of promotions where you should never pinch pennies, it’s photography. Your competition varies depending on your location, but great photography should always be viewed as a bare minimum investment no matter who you’re up against. Think about how much money was poured into fine-tuning your space, design, branding, and menu. Your business deserves visuals that do it justice. Round-up coverage and ‘Best of’ lists are just important as reviews in driving traffic, and media always prioritize great photography when it comes to picking out lead images for their content.

3. Extend Your Launch Timeframe

Like any great vacation or celebration, longer is usually better. Don’t feel constrained to hosting one event and calling it a day. Consider one or two “friends and family” nights to kick things off, using those as the training ground for new staff to work out any kinks with service and the kitchen. From there, take a day or two to soft launch, keeping things quiet while staff continues to gain their footing. Then, depending on the size of your city and your invite list, set aside one or two nights for your official launch. Have your PR team build a list of key media, influencers, and industry stakeholders, with RSVPs to ensure your staff is up-to-speed on who will be in attendance on which nights.

4. Go Big With Your Invite List

Look to your PR team to optimize your invite strategy, but don’t be afraid to go big with your list. If you need to spread things out over a full weekend, it’s better to have more big names in attendance than less, and offering them the chance at exclusivity will maximize the quality of coverage and word-of-mouth impact (since you’re still the newest spot on the block).

5. Rub Every Elbow In The Room

Launching a new concept is one of the best times to network. The story behind your restaurant is most well-received and anticipated by key industry players during the launch phase. Take the time to float around and chat with every table, thanking them for coming in and asking for any feedback. If your team is doing things right, those in attendance will make for great lasting relationships. An influencer who had an enjoyable time and connected with the owner is much more likely to return in the future, continue to promote your business (often at little to no expense) and invite their other influential friends. The same goes for media and potential investors down the line.

Ready to get started with your customized PR program? When we work together, your brand does more than show up. It shows up with a story, a purpose, a unique reason for being – and it makes an impact.

[email protected]

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