But I know I did the right thing. When clients sign on with Margulies, he will often recommend designating representatives for the company and making sure employees at all levels know to refer media inquiries to them. Once designated, representatives should be immediately reachable, for example, by a cellular phone or pager. Other chains of command can ensure a smooth response. When news breaks, for instance, one staff member would be responsible for contacting the company's legal counsel or insurance provider.
Training is an important part of preparation, consultants and restaurant operators say.
The Texas Restaurant Association has received so many requests from members for advice on media relations that it has trained a staff member to run seminars on the topic. Restaurateurs say they have enough trouble getting positive publicity for the community work they do. Having background information on file can ease the rush amid a flurry of reporters' questions. When Karen Sparks joined Luby's Cafeteria four years ago, the company had an informal approach to media inquiries. Now the director of field marketing and her staff refer to a company fact book that serves as a first source for reporters' queries.