'Working with a PR company also requires work from you'

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Whether or not to invest in public relations is a question many small restaurants struggle with. On one hand, media attention and a bustling dining room would be nice, but the price tag that comes along with PR representation isn’t a small one.

Lisa Nourse has been a PR professional for 25 years. She owns her own boutique agency in San Francisco that specializes in hospitality, and has some sound advice for any restaurateur who is thinking of working with a public relations partner.

What should a restaurateur consider before hiring a PR professional?I think they should consider their goals. What do they want from a publicist? Do they want media coverage? Do they want to help build their digital identity? Do they want the public to know about them? Do they want to put butts in seats? They also need to know what that scope of work looks like to help set expectations.

What is one of the biggest issues you see with restaurateurs who reach out to you for PR help?Understanding that working with a PR company also requires work from you. It's not a magic bullet. It's not like, "Alright, make us busy, make us famous!" It is a process and you have to participate. You have to create things like menus, specials, events, etc. that are interesting and inspiring to people to get them engaged with your restaurant.

What’s something a restaurateur can do on their own if they can't afford PR?Have a really robust social media that's super authentic and interesting and reflects what's going on in your restaurant. And update it regularly. People will see that you’re putting yourself out there. If I were you, I would also reach out to my local media and create relationships with them. You don’t have to do anything special; just tell them who you are and what you’re about.

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