The Caterer - May 2007 - Restaurant Media Relations

What's the best way to approach restaurant reviewers so they write a review about my restaurant?

Guy Holmes, Captivate Restaurants

These days there are numerous magazines and newspapers that have restaurant review columns. The majority of which rely on receiving press releases to find the restaurants that go in their columns. Here are some tips for getting free coverage.

• The first Press Release you send out should be a general one giving general information about the restaurant – the ethos behind the company, the experience of key staff, examples of the menu, description of the décor and then ones after than should highlight different products, new menus, special events and any other interesting stories that are applicable to your restaurant. Lastly make sure you put a quote from yourself about what you are trying to achieve.
• The best way to increase your chances of getting listed is to put together a Press Pack which will include a menu, a press release and some high res photos all of which can be emailed to journalists directly – the smaller publications won’t have then resources to send a photographer. Having photos professionally taken is worth the extra expense as they will show your restaurant in the best way. These photos will be use for your printed material, website and for the press. Having poorly lit, badly composed photos will not attract people to your restaurant.
• The majority of publications (with the exception of national titles and newspapers in large cities) will gladly take up the offer of a complimentary meal for 2 in return for a review. Have a look in your newsagent for magazines and newspapers that you would like to target as well as conducting internet searches for suitable publications, send them a press pack then phone them up and invite them for a meal.
• Competitions can be a good way of getting free coverage. A lot of newspapers and magazines hold regular competitions that they don’t charge advertising space for. Offer a dinner for 4 as a prize and the publication will allow you to write about 200 words and include a photo or logo. Furthermore anyone you enters the competition can be added to your database.