But I ll bet your competitor is busy cooking up story ideas about her business, keeping in touch with the food editor and piggybacking her ideas off holidays and seasonal events. It s time for you to create your own recipe for publicity success. The most important thing you can do is place the media s needs first. Help them do their jobs by giving them timely, compelling story ideas or photo opportunities. Don t assume they aren t interested if they haven t called.
Reporters don t like to keep writing about the same people or quoting the same sources.
Start by calling the reporter who covers your industry and inviting him or her for coffee or to tour your business. In your case, that would be the food editor, a food columnist or reporter, or the small-business reporter. Let this person know the areas in which you re an expert. Encourage him or her to call on you for background, commentary or story ideas about the food industry and catering. Get to know local freelancers who write about food and small business.