Restaurants and Institutions

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Going Public
January 31, 2007

January 31, 2007
I promised you more than once that I would have an update about public relations and marketing. As I said previously:

“I am still working on finding the most talented, creative, responsive and cost-effective public-relations and marketing firm. I’m speaking with various firms that don’t necessarily specialize in hospitality or just restaurants. I don’t want to be just one more independent restaurant in a firm’s stable of a dozen restaurants. I want someone who understands what we are trying to accomplish with our commitment to sustainability. And I want someone who will think outside of the box, be open to the moment and not be shackled with what was done before. I want someone inexpensive, or who at least likes to barter.”

Let me add two more biggies to my list: accountability and passion. I tentatively had a working relationship with a local, very small, public-relations provider. No contracts were signed, but we were talking. The problem was, she did not offer any accountability. Instead, it was, “We’ll work on the opening a few months before the date” and “I’ll charge you a retainer and make sure I talk with some people” and “You’ll be in my stable of clients.”

Since the early stages of this project, I have been speaking with various local, regional and national public-relations firms and individuals. The goal always has been to have a “part-of-my-team” relationship--someone who “gets it,” someone who has the same passion as I do. I can write a press release and put together a press package. I have a graphic designer and even have enough local and national media connections to know when and who to contact. Buzz is being generated.

What I want, need, and--dare I say--demand, is twofold: first, a plan, a way to execute that plan and accountability of that plan, and second, what one PR agent called “providing on-the-dime turnaround.” That means responsiveness, creativity and ways of influencing the media, not controlling it. Most importantly, I want someone I have confidence in.

The good news: I have signed a contract with a small, Seattle-based firm that I believe not only offers what I need, but also is willing to tell me what I need to hear and, as a bonus, is hungry for Portland business.

And the journey continues.

Cheers!
Stu

Posted by Stu Stein on January 31, 2007 | Comments (0)