PUBLIC RELATIONS Chapter 7 Notes PURPOSE OF PUBLIC
PUBLIC RELATIONS Chapter 7 Notes
PURPOSE OF PUBLIC RELATIONS: 1. Generate positive publicity 2. How? – engaging the community to respond positively to an organization
COMMUNITY RELATIONS Definition: interacting with the people in the local area to create awareness of and trust for an operation Examples: hosting charity events, giving tours, sponsoring sports teams Benefits to the restaurant and management: *create a positive image within the community *build credibility within the community *create a network with other restaurant and foodservice professionals *generate positive publicity *promoting the restaurant
COST OF COMMUNITY RELATIONS The costs of becoming involved in organizations and events can vary. Sometimes the organization will have yearly dues or meeting fees to be involved, but not need anything to volunteer at other places.
WAYS TO GET INVOLVED WITH COMMUNITY RELATIONS Offering discounts to school children who have good grades or attendance. Donating a percentage of sales to a charity for a given item or period of time. Offering customers a discount when they bring in a donation for charity. Sponsoring a local children’s sports team and offering incentives for winning a game. Offering the operation’s facility or providing the catering for a fundraiser or meeting.
MEDIA RELATIONS Definition: relationships that marketers maintain with media outlets, including newspapers, magazines, television, and radio. Marketers send out media releases or media kits. (review your vocab for the definitions).
ITEMS IN A MEDIA KIT 1. general information about the operation 2. menus 3. any recent articles or press releases 4. a list of any recent awards 5. photos of the operation and its menu items 6. the operation’s mission or goal statement 7. contact information for the operation’s spokesperson 8. other promotional materials
MEDIA VEHICLES Organizations have to focus on meeting their target markets and need to evalutate potential media vehicles such as particular publications or radio stations by considering the following questions: 1. Does the media vehicle reach the target market or people who can influence the target market? 2. How likely is it the media vehicle will be interested in the stories being submitted? Is there a story that may interest the target market or community?
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