21 One of the benefits of working ensure that your brand is with a smaller firm is that your putting its best foot forward Why choose account executives are the principals of the company. 110% of the time. (The very same holds true for ALL of our The Whole clients outside the This is true of any industry. culinary/hospitality sector as And, something you can’t well.) Our eye for detail may Enchilada PR count on at larger firms. also show up in food or service feedback. As a former critic, Our own experience as for your business owners enables us to look at things from a range of trained to think like a customer, Dawn in particular, is not afraid to offer restaurant or perspectives. We value your insights and make every effort CONSTRUCTIVE criticism. to blend seamlessly with the And, because our collective culinary- teams that you already have in favorite hobby is cooking, we won’t be shy to participate in place. tastings and evaluations of related From your General Manager to both food and drink when you your servers and hostess, we need another opinion. business? strive to engage everyone in supporting our, and your, Because we both have efforts, the same way that you restaurant and catering would as team leader. experience in the front and back of the house (and in event Want to learn more? Even if your staff is handling all sales and planning and of your social media management), we understand email us at messaging, we will monitor the the day-‐to-‐day operations (and email@example.com dialogue, assess engagement overhead), as well as the and even correct typos (we are demands of increasingly savvy, notorious menu editors) to value-‐seeking customers.
3 “One of the benefits of working with a smaller firm is that your account executives are the principals of the company.” This understanding your work pressures leads to a relationship that extends far beyond "publicist." Additionally, we meet regularly with one of the regions leading restaurant consultants, enabling us to stay on top of industry issues and trends, and help you tackle issues outside the realm of traditional PR. And when it comes to social media, well reach beyond Facebook, Twitter and YouTube to resources such as Pitch Engine, Storify, SlideShare, Pinterest, Instagram and Google+ to spread the good word about your business and its offerings. Well also guide you toward the most suitable sites for measuring social media performance, and keep you up-‐to-‐date on the buzz we are or arent hearing about that hot new chef, organic purveyor youve been working with, wine program you just launched… So how will you know what we are doing is working? Social media measurement offers valuable insights—as long as you remember that "likes" and "follows" dont mean much if those cyber customers are not serving as Pied Pipers, coming to your establishment or buying your products. Wed certainly say the same for that dangling carrot, press. While both PR firms and their clients do cartwheels over earned editorial and the boost it can give to a brands recognition and reputation, we are going to push you to keep momentum going. (continued) 2 dawn e. warden-reeder | october 2012
645 Having said that, our goal is to craft the types of stories that we, as food enthusiasts and accomplished cooks (and bartenders!) would want to read and share with our friends. And ideally, that is how we choose our clients. Our passionate nature means we already have a built-‐in desire to "shout-‐out" about the things that excite us. Just outside the media who we imagine what happens when think fall within your target we meet a client like you, who audience, or that have has a unique story to tell. Most community/social influence of the time, we want to run out or are in a related industry and pitch the media before a where an alliance might be contract has been signed. mutually beneficial. After all, Because public relations is also what good is having us on about relationships, we also board if "word of mouth" work hard to engage those doesnt start with us? By providing fresh, relevant reasons for media coverage as well as customer loyalty, you’ll be able to maintain a constant level of visibility and respect. Which, is exactly what you want. (And, why you’ll hear us say repeatedly, “Quality customer service is the strongest PR tool you have.) What this means, is that if weve "swept" the media and landed numerous placements, but business is lackluster, we arent going to say, "But look at all the press we got you." Rather, we are going to evaluate a number of different pieces of information, and after thoughtful consideration of time, budget, goals, customer and staff feedback, take another route. 3 dawn e. warden-reeder | october 2012