1. Public Relations Plan for Texas Land & Cattle
Opening a restaurant in a new market can be risky, but by implementing a thorough
publicity plan and developing a working relationship with the media, I can help
Texas Land & Cattle get off to the right start.
In order to make the dust fly as the stampede of Texas Land & Cattle enters the New
Mexico market, it is essential that local culture be taken into consideration. Therefore,
the following public relations plan incorporates events such as the Albuquerque Balloon
Fiesta and Fiery Foods Show into the agenda. On that note, I advise against
promoting alcoholic beverages or any aspect thereof during PR events as drunk driving
is a highly sensitive issue in the state.
In essence, the ultimate goal is to convey the right message to the right publics
at the right time. With that in mind, I propose the following:
Part I: BACKGROUNDERS
1. Company Backgrounder:
I will interview your company owners/managers and develop a comprehensive
Company Backgrounder. It is critical that we generate this element first, as it will set
the overall tone for all public relations efforts. The Company Backgrounder will be
carefully worded to establish Texas Land & Cattle as the hottest new fine dining
experience, featuring an authentic Texas ambiance, great food and reasonable prices.
The piece will serve dual purposes; as the foundation for future efforts on behalf
of Texas Land & Cattle, and as a convenient descriptive document the company can use
in its media kit or directly with New Mexico media, vendors, sales affiliates, etc. The
Company Backgrounder can be delivered to you on disk, hard copy, or both.
2. Media Kit
A press kit is designed to both inform and update the media on the progress of the
development. This comprehensive overview will include Texas Land & Cattle's menu,
floor plan, specifications, fact sheet, and photography in addition to the Company
Backgrounder noted above. An "edible press kit" could also be developed, featuring key
menu items presented to the media in person.
3. Grand Opening Planning
The Grand Opening for Texas Land & Cattle will encompass the trial period (or dry
runs) as well as the actual opening of the facility to the general public. Various groups
can be invited to develop awareness of the new restaurant, including key media
professionals, prominent social and political figures and charitable organizations. Other
promotions can also be coordinated in conjunction with your advertising agency, as
opportunity allows.

2. Part II: STORY GENERATION
4. Publicity Opportunity Audit
I will examine your company's history, partner organizations, people, etc. (as
outlined in the Company Backgrounder) and relevant industry information gathered
from around the country to develop a detailed publicity plan highlighting immediate
publicity opportunities, timing of events like the host dinners for the media, future story
development suggestions, participation in local events such as the Albuquerque
Balloon Fiesta and Fiery Foods Show, community relations and recommended
charitable element ideas, as well as key local and national press contacts.
5. Story Proposal
I can take a story idea generated in the above Audit or from another source and
develop it into a formal story proposal for the general or trade press. The proposal
would be sent to key members of the target press and followed up appropriately.
Part III: NEWS RELEASES
6. News Releases
I will perform the needed news release development services, providing research, writing,
distribution, and follow-up of relevant news items, such as announcements of:
o New art pieces by local artists acquired by Texas Land & Cattle
o Changes in menu, such as adding buffalo or ostrich to the selections, special
events hosted or sponsored by Texas Land & Cattle (for media, local

3. Awards from associations, or other forms of professional recognition
o Participation in local festivals or trade shows
This type of news update will come from Texas Land & Cattle on a consistent basis and
will be distributed to the broadest possible appropriate audience during the four-month
period, August through November. By consistently providing the news media with
relevant and legitimate news items, we will develop name recognition and good
working relations with the press. Once cultivated, the media will consider Texas Land
& Cattle as a source for feature profiles, quotes in trend stories about the local market
and other such opportunities.
Additionally, I believe that national trade press such as Restaurant Business and
Gourmet Retailer would be interested in the company's first commercial foray beyond
Lone Star boundaries.