Episode Summary: "Do You Need to Hire a PR Company?"

Podcast: RESTAURANT STRATEGY
Host: Chip Klose
Release Date: November 14, 2024

In this insightful episode of Restaurant Strategy, host Chip Klose delves into the pivotal question facing many independent restaurant owners: "Do you need to hire a PR company?" Drawing from his extensive 25-year experience in the industry, Chip provides a comprehensive analysis of when outsourcing Public Relations (PR) makes sense and how owners can effectively manage press efforts independently.

1. Understanding When to Hire a PR Company

Chip begins by addressing scenarios where hiring a PR company is advantageous. He emphasizes that major market openings often warrant professional PR support.

“If you are in a major market doing a major opening, then yes, I would say hiring a PR company to help you get through that first year makes a lot of sense.”
— Chip Klose [05:20]

He explains that during significant launches, the investment in a PR company can lead to substantial returns, potentially generating hundreds of thousands in revenue. However, Chip notes that beyond the initial year, maintaining this relationship is optional based on the restaurant's evolving needs.

2. The Power of Building Your Own Relationships

Transitioning to independent efforts, Chip underscores the importance of building direct relationships with media personnel. He argues that relationships are the cornerstone of effective PR, whether managed internally or through an agency.

“It is all about relationships. The sooner you realize that, the better off you're going to be.”
— Chip Klose [10:45]

He encourages owners to cultivate their own connections with writers, critics, and influencers, suggesting that these relationships can be just as valuable as those a PR company brings to the table. This approach not only empowers owners but also ensures that their unique voice and vision are authentically represented.

3. DIY Press Strategies: Securing Press Without a PR Company

Chip provides a roadmap for restaurant owners to secure press independently, emphasizing that it is entirely feasible with dedication and strategic planning.

a. Think Like a Writer

To attract media attention, restaurant owners must understand the mindset of journalists and writers. Chip advises owners to consider what makes their story interesting to readers.

“A writer is always thinking, why would anyone care? Or more specifically, why would my readers care about you?”
— Chip Klose [18:30]

He highlights the necessity of presenting stories that align with current trends or unique angles, ensuring that the content is newsworthy and relevant to the publication’s audience.

b. Crafting Effective Pitches

Effective pitching is crucial for garnering media coverage. Chip shares actionable tips on creating compelling pitches that capture journalists' interest.

“The fourth point here I want to make is you gotta get good at writing pitches... It should have all the prominent information. Who, what, where, when, why.”
— Chip Klose [24:10]

He introduces the "First, Last, Best, Most, Only" framework as a guide for making pitches more appealing:

• First: Highlighting something as the first of its kind.
• Last: Emphasizing exclusivity or uniqueness.
• Best: Showcasing superior quality or innovation.
• Most: Demonstrating quantity or popularity.
• Only: Underlining exclusivity or rarity.

By incorporating these elements, owners can make their stories stand out, increasing the likelihood of media coverage.

4. Actionable Steps for Independent PR Success

Chip concludes the episode by providing actionable steps for restaurant owners to take control of their PR efforts:

1. Build and Maintain Relationships: Start by identifying and reaching out to key media contacts. Personalize your interactions to foster genuine connections.

2. Develop Compelling Pitches: Use the "First, Last, Best, Most, Only" framework to create pitches that resonate with journalists and align with their audiences.

3. Stay Consistent and Persistent: Regularly engage with media outlets and consistently share newsworthy updates about your restaurant to stay on their radar.

4. Leverage Internal Resources: Consider bringing PR expertise in-house if it aligns better with your restaurant’s long-term strategy and offers cost benefits over outsourcing.

“If you're not great at it, then maybe you want to leverage somebody who's better. That's why you would outsource it.”
— Chip Klose [30:05]

5. Conclusion and Final Recommendations

In wrapping up, Chip reinforces that while hiring a PR company can be beneficial, especially for significant openings in major markets, restaurant owners are fully capable of managing their own PR with the right approach and dedication. By understanding the importance of relationships, thinking like a writer, and mastering the art of pitching, owners can effectively secure media coverage that drives profitability and growth.

“Whether you do it yourself or whether you're going to outsource this, it's going to help you do either of those things better.”
— Chip Klose [35:50]

Chip encourages listeners to take proactive steps in their PR efforts, whether by building their own media relationships or by strategically partnering with PR professionals when appropriate.

Note: This summary intentionally excludes promotional content and advertisements to focus solely on the valuable insights and strategies shared by Chip Klose in this episode.