There’s a great interview today with Epicurious.com Executive Editor James Oliver Cury in a PR industry newsletter called Bulldog Reporter discussing the benefits of “in person” contact with the media. Cury also offers some fundamental media relations tips to help food companies work more effectively with the press.
Some highlights from the article…
– Don’t opt out of live events. “Too much PR seems to be about cold calls and emails these days. Have someone at these things on the floor. Have your press kits available and just hand them out. That’s all it takes. Provide just the facts, and forget about making the ‘pitch.’ If nothing else, it helps us put a face to the name.”
– Some ideas are best pitched in person. “We have the Fancy Foods Show and other events here in New York City,” Cury says. “I go to some of these events and what I’ve discovered is many organizations don’t have a person onsite or at a booth who is prepared to deal with the press. It’s often a sales person or even the owner of a mom and pop operation. They’re at the event to make deals—they want to find someone to buy their product in bulk or something. You say you’re a member of the press, and they almost seem disappointed. Or, they don’t know how to deal with me.”
Cury’s comments point to the importance of establishing and maintaining strong media relationships–one of the core benefits of press events like Food Fete. He echoes what I’ve said about a million times: food trade shows are terrific for meeting customers, retailer, brokers and the like. They are not, however, always great environments for making meaningful media contacts.