Three PR Actions for Caterers during COVID-19

We are in an unprecedented time of uncertainty in the catering industry and while many things are seemingly out of our control, there is one thing that isn’t- our ability to draw eyes back to the industry.

Public relations can be a powerful tool year-round, but especially so during times of crisis. With COVID-19 in the news 24 hours a day, you’re in a position to be a spokesperson for your industry, as you navigate your way through these difficult times.

So, what are the necessary next steps?

First- look to your web site

Any time you’re taking measures to increase your publicity efforts, it’s essential to do a brief sweep of your web site to ensure you have the most up-to-date information readily available to the media.

As you interview with reporters, they may reference things they are finding on the site and if you find yourself having to immediately correct them with newer information, your credibility will come into question quickly. Since time is of the essence, make sure to review:

• Your company profile

• Your personal bio

• Your client list

• Recent awards and accolades

Some of the biggest offenders are easiest to fix- how many years you’ve been in business, leadership roles with associations and team biographies.

You’ll also want to review your contact form to ensure you include both your phone number and email. If you’d prefer press requests go to a separate address, create PR (at) your company (dot) com and list it for all media inquiries. Many event professionals still prefer to collect all communication via an online form but in this instance, it’s best to give the media the most direct way to reach you.

By taking thirty minutes to make minor updates to your site, you’re in a far better place to be quoted accurately when the time comes.

Next- Determine your Messaging

Behind the scenes, it’s inevitable that there is a feeling of panic that has set in. And while you have every right to feel that way, it’s not certainly a productive sentiment to share with the message. If you’re going to take measures to actively work with the media, then you need to consider angles that benefit the reader equally to your goals for reaching out.

When thinking of messaging as a caterer, consider focusing on:

• Tips for clients and prospects having to move their event- best practices and logistics

• The push for events to postpone versus cancel

• The creative measures caterers are taking to stay in business

• The ways event professionals are bending over backwards to reschedule clients

The overall goal is to be positive- it’s in everyone’s best interest to spread the message that it’s always better to postpone over cancelling, and we will bounce back from this crisis.

Then- It’s Time to Pitch

Start with your local media and seek out reporters actively covering COVID-19. A simple search on the key words “coronavirus” AND “covid” will give you an idea as to who has been assigned to the beat. Local publications will often have a staff directory listing emails but otherwise, a simple Google search may do the trick. 

When you land on the appropriate writers, take time to read their last week of coverage and ask yourself- what can I lend to this conversation? Perhaps they’re covering the effects on restaurants and would benefit from learning how the event industry is being impacted. Maybe a more optimistic article about how caterers are pivoting to drop offs to accommodate those who need to stay in their homes.

When you’ve pinpointed the appropriate journalists to pitch, you can also focus on simply introducing yourself as an expert who can assist with future articles. Stick to the following formula as you craft your email:

• A greeting by name

• Why you are reaching out (in this case to serve as an expert for future stories)

• A few lines about why you’re a fit

• (optional) additional ways you can be of assistance

• Your contact info- phone and email