If you’ve ever worked in hospitality, you’ll know that protecting your reputation is one of the most important ways to increase and maintain custom. Every company has a story to tell, but without a strategy in place, attracting your target audience can be difficult.
Word of mouth is one of the most powerful forms of PR for hospitality, however, this can simultaneously be detrimental to a brand if it is negative. Increasing your visibility and credibility through PR tactics can be the best way to gain exposure whilst keeping your company out of the advertising abyss.
As a business owner, it is understandable that PR and marketing can often take a backseat, especially when you’re trying to focus on the other million and one things you have to do.
Here are the top 4 tips from the PR team at VerriBerri to offer a helping hand:
Whether you’re a recognisable chain restaurant with multiple locations, or a local pop-up; having a crisis management plan and processes in place is vital. A crisis can be something as small as a negative comment on social media or as large as legal accusations. Whatever it is, the power of social media now has the ability to make seemingly small issues ‘go viral,’ causing lasting damage to a business. Planning ahead and making sure you react in an appropriate manner can save you when a crisis hits.
Editorial vs. advertorial
Many business owners might not understand the PR process, but pitching articles that bring value to your audience is far more valuable than paying for advertorial space. Investing in a team who are able to create articles, stories and content that your audience is interested in are far more likely to gain you loyal customers. This could be tips from the chef, recipes to try at home, owner/chef profiles or even food pairing tips. Having regular articles published will not only increase brand recognition but will also naturally help with search engine optimisation on your website.
Find your audience
Running a hospitality business will often mean that your audience will be varied. When looking for your target audience think about the price, as well as the overall feel of the venue. Think outside the box, for example, if you’re a hotel there’s not a lot of point targeting your local papers, because your audience will come from further afield. Finding a niche can be extremely valuable and just as useful as targeting bigger national publications.
PR can come in many different forms and it is important to remember just how powerful digital and social PR can be. Influencer marketing could be your secret weapon. By using this marketing tactic you are able to reach a large yet targeted audience; it all starts by choosing your influencer. Bloggers, vloggers or even someone with a large social presence could benefit the recognition of your brand and convert their audience to become yours.
Investing in a team that is able to carry out the above tactics could be extremely beneficial when trying to expand and grow your business.