Okay, so you’ve finished the first part of our PR hacks? Good! But you’re not quite ready yet. Here’s the second part and final 8 hacks!

ICYMI: Here’s the first part of our PR hacks!

Reconsider the press release

Even though the press release is an effective way of “controlling” the content it (hopefully) will generate, give the format a second thought. Maybe it’s more efficient to invest your time and energy into 5-15 super high qualitative phone calls or tip e-mails, rather than a wide “hit-and-miss” distribution of a more or less generic document? Maybe a simple Tweet is enough? Or lunch with a few carefully selected people?

The medium is not the message

When reaching out to a the person you’re targeting, should you go with phone, email, Facebook message, text or Twitter? Choose your medium of contact based on your relationship with the person you’re reaching out to. Does he or she prefer a quick sms, a proper business lunch or a long and chatty phone call? Always adjust your way of contact according the receiver, and remember that people hate wasting their time.

Be humble in your approach

Contacting a journalist is a balancing act – you can never expect or assume that the journalist will write anything. Rather see your contact as a relationship-building activity. The journalist will write something only if you provide him or her with content that is relevant for the readers. Being too straight forward or pushy could have an opposite effect – the journalist could decide to publish a negative article about you and your business, or spread bad vibes in social media.

Go local

Mentions in the big, traditional media are great. But your most important target group is probably the locals. Aim your efforts towards any local media you can find – from free nightlife magazines to local food bloggers or next-door Instagrammers.

Be PR worthy

If you’re not a big star within your industry, no one will care that you’re opening a café. Try to figure out what the local press would write a story about. Maybe you’re planning a large event where the customers pay what they like for your food – and everything goes to charity? Maybe you’re gathering the local pre-schools to bake the largest cake the city has ever seen? Maybe you’re organising a festival with weird street musicians outside your venue? Be quirky, generous and altruistic – and the mentions and coverage will come.

Dig where you stand

Everybody has a story, and you might be more interesting than you think. Did you quit your high-paid executive job to follow your dream or do you run a successful exercise blog? Could be a story. Are you a former in-mate wanting to change? Definitely a story! Do you have a huge following in the fishing community? Well, you get it. Dig deeper – you never know what might be the hook.

Consult a pro to access the next level

Effective and high quality PR requires skills, time, effort and a decent network. You could do a lot by yourself, but be honest: do you have over 20 hours each week to focus on PR efforts towards food and drink media (and any type of media for that matter)? If not, consider hiring a consultant for a short period of time. That way, you could focus on what you do best. If money is an issue, maybe a large scale PR strategy isn’t the solution for you at this stage anyway, and you should rather focus your efforts on a few small-scale initiatives.

PR is a long-term process

Let the PR effort be a long-term process. Don’t just focus on making one or two large announcements each year, followed by a long silence. Make sure to have a continuous flow of activities, events and news. And most importantly, be guided by a great deal of energy and make sure you believe in your efforts. If you have passion and dedication alongside a fun and easygoing attitude – it will definitely affect the end results.