How to pitch the foodies
Food writers and bloggers are a persnickety lot. On the newspaper side, many food writers are being blended into the lifestyle sections. Or if they have survived, at times they can be prickly due to the circumstances.
On the blogger side, the fact that there really isn’t any need for impartiality in most cases lands you with a group that can have some very strong personal biases. (Of course this is true of many bloggers, not just foodies.) Even though chef TV shows are some of the most popular reality series on air, print cuisine magazines are still struggling both nationally and locally. Even Rachael Ray’s magazine lost circulation this year! That means editorial guidelines are tighter than ever and cross-promotions with advertising take precedence.
Add to that in most markets there is a very clear pecking order in terms of who to pitch first, and you’ve got a complicated pitching situation. That’s why so many PR agencies like Sauce Communications focus strictly on food and drink. It’s hard!
But remember that one of the most wonderful things about this segment is that most of its journalists, producers and writers love, love LOVE their topic. They are truly the artisans of the media world and when you know how to pitch them, they can become your most loyal contacts. Here are a few of the things I’ve learned that have helped me gain a few choice placements:
- Don’t treat online as if it were second class. Offer bloggers some kind of “VIP” presence at your restaurant. Or invite bloggers to a special wine tasting just for them. Many of the top blogs (here’s a list from Delish.com in case you need it ) started really small. Paying special attention to them could serve you well if they turn into the next Julie and Julia!
- Understand the pecking order of the food writers. Don’t offer Joan Nathan at the New York Times a special scoop AFTER your guy at the Post. Same goes in your local town. There should be a cadre of writers that you go to first…make sure you know who they are, or you may risk their ire!
- If you’re working with a chef, go WAY back in their history and understand where they may have had a dustup with a particular writer or media outlet. I had this happen and it was not good. Instead of a fair article, the writer drudged up an old disagreement and blasted the restaurant this chef was working at.
- KNOW YOUR PRODUCT. This is not a group that will suffer fools lightly. If you are pitching wine you better understand it inside and out, same with a restaurant or a particular cuisine.
- Think events. This is one of the last group of journalists that want to attend events – well-managed and focused ones that is. Think of ways to gather media together to taste wine, dishes, have them judge a contest…whatever you can think of!
I mentioned Sauce Communications…they’re an excellent PR firm based in the UK who have worked with some of the most famous chefs in the world. I highly recommend checking them out, and their blog for an inside look at food and drink PR.
Tags: Bonnie Harris, food writers, How to Pitch, how to pitch foodies, pitching, pitching food and drink media, pitching food journalists, PR 2.0, small business promotion, worst pr pitches
September 2nd, 2010 at 8:01 am
Your tips are quite formidable here. I have just set up arrangements to make my website from a great quadracentifiable Website-builder in New Zealand. I’m out to be a food blogger myself that is why I love the part about giving out VIP presence.
September 3rd, 2010 at 9:35 am
I agree that customers or Bloggers for instance need to be given VIP assistance just to make them feel special and you can even turn them into your permanent customers. I love reading food magazines and would be looking forward to see the improvements in some blogs as well with this regard.
September 9th, 2010 at 1:01 pm
Naja Alles hat sein Für und Wider.
September 10th, 2010 at 10:53 pm
nice photoes!
September 10th, 2010 at 11:01 pm
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September 10th, 2010 at 11:03 pm
very useful app!
March 9th, 2011 at 10:04 am
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