Dara Busch, CEO of 5WPR, says that great food sometimes isn't enough to land in the news, and plenty of times it requires strategic planning to attract the right people. Whether it means introducing a brand-new beverage or dish to a market or opening a new restaurant, with the help of the right public relations strategies, food and beverage brands can easily stand out from the crowd.
Media Relations
Companies must create press releases that include their key marketing messages as well as any details that a journalist needs to know to be able to tell a brand's story. When it comes to the food and beverage industry, imagery is crucial. That's why companies in the industry need to work with professional photographers and food stylists to capture the aesthetic of their food in an accurate manner.
When sending out press releases, the goal is to secure media coverage, which means pitches need to include a link where the journalist can find the food and lifestyle images, as well as any other marketing materials from the business. Companies in the food and beverage industry also need to provide the contact information for the company spokesperson in case a journalist wants to interview them.
Another key component of marketing strategies for companies in the food and beverage industry is sending samples of the food or beverage product, or even inviting journalists to experience it for themselves. When a journalist can try out a product, they are able to include an authentic review of it in their coverage. Businesses can also send out PR packages that contain the product, a customized letter, some branded merchandise, and their product’s press release and fact sheet.
Social Media Platforms
In terms of engaging with customers and getting them to talk about a food or beverage brand, social media is essential. Companies in the food and beverage industry can share attention-grabbing content across every social media channel they are using, as well on their website or blog. This will help companies communicate their brands’ identities more effectively. A company's website, blog, and social media channels need to have identical visual elements, so the brand can be more easily identified by its customers. This effort is also enhanced when businesses use a consistent voice and tone in their content, as well as in all communication with customers. Additionally, when companies use custom hashtags on their social media posts, and hashtags that relate to the business or its products, it can expand the reach of its brand beyond its target audience, increase brand awareness, and engage with followers.
Events
Hosting events is another great way that businesses in the food and beverage industry can showcase their products to journalists, potential consumers, and influencers. An interesting or entertaining event can create a long-lasting impression on the people who attend it. Events where they get to know a product, and even taste it, are effective. For companies in the food and beverage industry, it's smart to have a menu tasting, or another interactive component to an event, so that attendees can engage with the product firsthand.
