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The key to working with the press is the relationships you build. If you're working in your local
area only, and will be approaching the same editors, send a short note of introduction on who you
are, with your press kit. Let them know you are available for interviews and to help them out in
a pinch. If they need to photograph a dish for an upcoming spread, offer to create that dish for
them. The more accessible you are, the more they may call you, giving you on-going publicity and
exposure.
A press kit should feel like the project it is representing. Think about fonts, typeface, point
size and color when designing. Your kit is one of dozens that hit a media person's desk. It should
say: Tell me why I should read yours, and tell me fast!
Review your press kit every six months. If there's been a more current, better article, take out
an earlier one and substitute the new one. A press kit that's more than three years old is old news
and should be completely revamped.
Have a set of press materials on hand that are faxable, meaning they can be read by the recipient.
Don't wait for a media request to realize your menus are all printed on dark paper, missing an
opportunity by not having information at your fingertips.
The key ingredients for a restaurant press kit are:
- A fact sheet about the restaurant: This should have restaurant name, address, phone, fax and
e-mail, the key individual's names i.e. owner's name, chef's name, pastry chef, general manager,
etc. It needs to include the restaurant concept, hours of operation, parking info, description
of the décor, seating capacity (including any private rooms or catering facilities), menu
description (keep to a paragraph) with some specific examples and average check price, accepted
credit cards. And, lastly, current contact information. This is either the PR representative
or an in-house person. Include their name, address, phone, fax and email information.
- A current menu and wine list.
- Copies of good articles (newspaper and magazine) that have been written about the chef/restaurant
(no more than three).
- A black and white head shot, or even better, an action shot of the chef, along with black & white
and color interior shots and photos of several signature dishes. Have color transparencies on hand
to fill requests, and have a few different food shots so you can give exclusive use of one if requested.
- Several sample recipe.
- Current bios on key members--chef, owner, sommelier.
- A general press release on the chef/restaurant.
- A cover letter introducing the chef/restaurant and suggesting possible hooks/story ideas/demonstration
presentations. This letter is also useful if you're going into a market other than your hometown. You
can give the dates you'll be in town and short bullet items suggesting discussion points on your food
philosophy and what you can cook/demonstrate for television.
- An awards and recognition page if you've garnered any to date. This can be integrated into your press release.
- A business card.
Make every ingredient in your press kit count. Each component should have a purpose for being included, and
every piece of paper should have relevant and different information on it. Be organized in a comprehensive manner.
Often less is more. People have too much to read as it is! --Lisa Ekus
For more from Lisa Ekus and the authors she represents visit Lisa Ekus.com
and her newest venture, http://www.ChefAdventures.com
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