Time to take pub PR seriously

Good to see the script writers on The Archers know there's more to bar-tending than serving your mates a sloppy pint. In last Sunday's episode - heard admittedly with only half an ear so forgive the failure to name the individuals - a boyfriend who offered to help out behind the bar was put severely in his place by the licensee's daughter, who told him he had no idea how much was involved when it came to working in a pub.

True, she rather let the side down by eventually accepting his offer: there was no one else to help her out of her staffing predicament. But at least the point had been made to thousands of listeners that pub staff perform a demanding role, and that the best take their job very seriously indeed.

Two further points occurred. We talk about the power of the media all the time in this trade, and almost invariably that power seems to be wielded against us. Yet how often do we as individual members of the trade try to influence the media in a way that shows us in a more positive light?

We all seem to rely on trade bodies to perform that role, but by their very nature these organisations always elicit from the media a cynical "Well they would say that, wouldn't they?" response.

We obviously need these lobbying initiatives to win hearts and minds - and we need them to be stepped up because although they will often be ignored by the people they're trying to influence, it would be utterly fatal to give up. But how much better could the trade's image be if licensees were themselves also talking to newspapers and TV and radio stations about the things they're doing, be it charity work, community work, or the multitude of other invaluable functions they perform?

It may seem daunting for the average licensee to pick up the phone to his local paper or radio station. But, take it from us, the journalists will be only too eager to hear from you about what's going on in the neighbourhood.

As well as the benefits for the trade generally, there's also the potential publicity that could come your way. Personally speaking, whenever a pub does get a favourable mention in the local press, I'll always seek it out if I've never been there before.

The other point prompted by The Archers: the importance of training. In difficult times like these, the temptation to cut back on training grows stronger. Resist, at all costs. Quality staff are the key to a successful future.