Do you need PR? - The art of spin
Spin doctors are not just for the likes of Blair and co. Max Gosney reveals how pubs can tap into the public relations machine to boost trade.
After months of hard work you're finally ready to open the door of your new pub. The walls are glistening with fresh paint, clean pint glasses line the bar and the head chef is raring to cookup creations from his latest new menu. But before unbolting the door there is one vital ingredient that may have been neglected in the rush to be ready on time - public relations. It may be more commonly associated with the world of politics than pints, but PR may be the most important tool in driving profits at your pub.
Finding a PR firm should be at the top of a licensee's priorities, according to Sean Maloney of Media Network International, a PR firm for pub/restaurant chain the Nicholl's Group. He explains: "Landlords have a lot on their plate. But if they have taken over a pub with a bad reputation then they need to broadcast the message that things have changed." Sean adds that professional PR firms provide a powerful ally for pubs. "We will sit down with the client and plan how to sell their pub to its audience. It can be a very cost effective way to build trade." But with PR firms costing anywhere between £300 and £3,000 a month, the question of price can prove a stumbling block.
"You have to expect to see a return on what you spend," says Toby Barker, account manager at Gravitas, a public relations company in Cheltenham. "If it's costing a licensee £300 a week and their average diner spends £80 then a PR firm should be pulling in at least four new customers a week." This target can be easily achieved with the right tactics argues Toby. "A good PR professional can secure editorial in a relevant magazine and that can have a positive influence on your profits." The power of the press can prove dramatic claims James McDowell, co-owner of London gastro-pub chain, Kushti. "A few years ago our first pub, the Highgate was reviewed in the Saturday Times. By noon that day the pub had gone crazy and we could have done twice the number of covers." Kushti would have been unlikely to benefit from such a high-profile review without professional PR admits James. "Journalists tend to put press releases from trusted PR firms at the top of their pile. At first we did our own thing and lacked publicity because of it."
However, pub owners should be as scrupulous as possible with their PR spend says James. "The great thing is that it's not a yearround cost," claims James. "When we are looking to launch a new pub or promotion only then will we contact our PR firm." James adds that licensees should also avoid pairing up with a poorly suited partner. "If your business is a country gastro pub there's no point hiring a PR firm that specialises in West End restaurants," he says. "Find out which publications they have a good relationship with and consider whether these are the ones you want your pub to appear in."
But with many PR firms routinely charging four-figure sums, many pubs decide that the best publicity is achieved on their own. Paul Morgan, licensee at the Hampshire Arms in Crondall, Hampshire, dismisses the need for expert influence. "Hiring a PR costs an arm and a leg," he says. "Paying up to £700 is an awful lot of money when you are starting out with limited capital." Landlords can quickly learn the art ofspin says Paul. "The best thing is to do it yourself. Get to know the local press and always update them with any new menus or promotions you are running."
Trade competitions represent a simple yet highly-effective publicity claims Paul. "Entering a contest can be a fantastic way of putting your pub on the map," he says. "The local press are quick to run follow-up stories if you are a winner and your exposure tends to grow and grow." Pub owners should also heed the old adage that any publicity is good publicity. Pub chef Paul Smith, at the Fountain Inn near Tenbury Wells, Worcestershire, attracted international media interest after the pub's pet shark bit him. The pet "shark attack" led to coverage in The Sun and Miami Herald newspapers after Paul and the Fountain Inn's owner Russell Allen leaked the story to the press.
Certain pubs do not need to seek the services of a fashionable London PR agency argues Ben Jones, co-owner of the Rutland Inn Company, which runs acclaimed gastro pubs the Olive Branch and the Red Lion in Leicestershire. "When your business is based in the country it's important to keep the locals happy," he explains. "Perhaps in London you need a glitzy opening and media campaign, but in rural areas the villagers are the foundation of the pub." Ben argues that the opening night at the Olive Branch set the pub on the road to future success. "We launched on the same night as a village Christmas party and the locals all dropped in for a drink. "I think that a happy band of regulars builds the foundations for success and creates a buoyant atmosphere at the bar."
How to hire a PR firm
Make sure you find a PR company with a good record and strong media contacts.
Match the PR strengths to those of you business. For example, if you are a country food pub check that the PR firm has experience of dealing with similar clients.
Hold regular meetings with your PR firm so that you can see the coverage you are getting for your money and keep them updated about your pub.
Make sure you request and store any press cuttings.
Writing a press release
The heading should include key information - is it a new menu launch, opening, new chef? Keeping it simple is probably the best policy.
Keep the release to the point. In fact, you might want to use bullet points to convey important facts. Don't bother with a War and Peacestyle release - it will get rewritten by journalists anyway and the idea is to spark their interest, not send them to sleep.
Make sure you include all the essentials - believe it or not many people send journalists press releases that do not tell them where the event is happening, what it is about, or give them a contact number.
If the release is not for an event but is promoting something new, make sure you give details on the food
and drink the pub will be serving, capacity, backgrounds of key personnel, opening hours and anything unique or different about the pub or menu.
At the bottom of the release don't forget to include a contact name and telephone number. Make sure it is a number where someone will be around to answer queries - a mobile may be best.
Tips on DIY public relations:
1. Establish contact with your local newspaper and keep them informed of any promotions that you are planning.
2. If you are attempting to write a press release make sure that you include the name and address of your pub, the opening date, the name of the owner and any key staff and a description of the menu. It may also be a good idea to provide photography of your pub and attach food menus and never forget to leave a contact number. If you are sending a picture of the pub or new menu dish with a press release make sure it is of decent quality. If e-mailing pictures, they should be scanned to a reasonably high resolution and be of a file size that can be handled easily by most e-mail systems (generally not more than one megabyte). For any boffins out there make sure the images are j-pegged.
3. Competitions represent a great cost effective source of publicity. Pub chef Ian Martin says that receiving the Morning Advertiser Food Pub of the Year award boosted trade at his pub, the Red Cat, in Crank, Merseyside, by £2,000 a week. The publicity around a competition is also likely to last longer than a review piece, according to James McDowell of the Kushti Group. "Magazines will publish a great deal of editorial on awards nominees and you are likely to be mentioned in m
