YOUR MEDIA PROFILE

What message do you wish to send out to the media (radio, television, the press) if you are keen to attract attention this way? Recognise what your unique strengths are and what you are offering the public – and the media who you would like to woo – before you can decide how to attract the media.

What is your style? Is it purely culinary? Based purely on the character of the owner and or chef? Ideally it’s a mix. An independent caterer must find his or her own voice – and own style – to project and to sell to the media.

Before touting for new business via media coverage, you must believe in yourself and be committed to be able to offer what you say you can offer. Can you deliver the goods? What makes you unique? What makes people want to contact you? Tell them: no one does it quite like you do, hence the popularity of your company.

How to get media coverage

A good way to do this is to make news through people. For example:

• you have just taken on a high-profile chef or one with an interesting pedigree or background;
• your produce is sourced via an unusual producer or is unusual produce;
• you have changed from being a commercial city high-flyer, or nun, or you are first Jamaican to open a catering business in the area;
• your business has changed hands after 20 years in the hands of a much-loved character.

Top tips for getting media coverage

Do some research. Look at information about newspapers, magazines, radio and television at your local library. Ask the librarian for help. Also, consider reading/buying The Guardian Media Guide, a publication with yards of information as well as useful media guides, Willings and Benn’s, which have a list of all publications and their particular interests and readership.

Make a media list. This should include local and national newspapers, magazines, local and national radio programmes, trade magazines with contact numbers and emails where possible.

Send a press release. First, phone to find out who to contact – get the correct spelling of their name and send them the press release (see below on how to write one) with a photograph of the chef, a dish, the new owner, for example. Be sure you send it to the right person – it is a waste of time and money if you don’t find out as it will simply be tossed out.

Get in touch with those who do interviews or have a magazine-style programme, to see if you can be interviewed. Send a press release and some background to your business to spark an interest first. You won’t be paid for any interviews, but you may gain invaluable publicity. You could also offer to do a culinary phone-in, or a ‘dish of the week’ for example, to get regular exposure.

Writing a press release

Press releases can be an excellent tool for business promotion if they are properly written and presented. They are not a page-long ad, nor are they a novel. Neither are they a promotional piece full of detail. They are concise, to the point and newsworthy, and they tell a short story, or relate an event, with clarity.

Be sure to read the publication you are targeting carefully before sending the press release. Do some homework and visit the publication’s website and look at the style, the content and, if possible, buy the publication. This will mean you will be able to understand the readers’ needs and get a better response from your press release.

Write with the journalist in mind: he or she is not looking to buy your product or service but to fill a news need. So when you are writing, ask yourself the question, ‘Why should readers of XYZ care?’ rather than, ‘What’s in it for me?’ Start with an underlined heading encapsulating your reasons for sending it. For example:

Tom Glanville, award-winning chef from The Savoy, to join
The Catering Team, Bristol, as head chef

Then develop the press release with newsworthy items, such as what strengths Tom’s culinary style and background will bring to the business. Include any further information: Tom may be hosting a sample menu tasting or a charity promotion, or offering cookery courses.

Finally, add any other details. For example: ‘Note for editor: The Catering Team, owned and run by Jessica Yates, opened in 1999. For further information and for photography contact Jessica Yates’ – with full contact details.

Golden rules of writing press releases

• Use headed paper with a contact name, address, phone, email.
• Put ‘Press Release’ at the top of the page.
• Make sure the date of the press release is prominently displayed.
• Then put ‘for immediate publication’ or ‘embargoed to July xx’ (if there is a reason for keeping the news until a later date) also at the top.
• Choose your font carefully. It must be easily readable and not quirky.
• Put the text in double spacing, or small paragraphs divided by a space.
• Keep it short. One page between 400 and 500 words.
• If you must go onto another page, don’t use the back of the page but another page.
• Always finish with ‘ENDS’.
• Re-read it at least twice for grammatical errors, and spelling and information mistakes. Ask someone else to read it too for a fresh look.