How to Get Published as a Caterer

The catering industry runs far and wide — from large-scale corporations to smaller mom-and-pop brands, there’s no denying that competition is steep. Top-notch service and high-quality ingredients can set you apart from the crowd, but what can you do when a winning business model isn’t enough?

That’s where public relations can make all the difference.

But don’t be fooled: Publicity isn’t just for adding impressive logos to the “as seen on” section of your website. Strategic PR has the power to leverage your expertise and establish your authority as an industry thought leader.

If PR is on your mind for 2023, here are a few tips for upping your game and adding some new and noteworthy features to your press portfolio.

Identify your PR goals

As with any major endeavor, the best place to start is always with your intended results. What do you aim to achieve from earning a press hit on your dream publication? How will a set number of real wedding features influence your business’s bottom line? Keep your big-picture business goals in mind, as your PR goals should support you and your team in reaching them.

Evaluate your website

Great PR serves many purposes, but one of the most valuable returns is an increase in qualified website traffic. When people see your brand featured and want to learn more, all they have to do is click on the link and explore your website. But if your website is broken, outdated, or simply lacking appeal, even the most brag-worthy press features won’t lead to paying clients.

Spend some time navigating your website as if you were a potential customer. Does your  messaging clearly explain what you do and how you help your clients? Are there professional photos that showcase the quality of your work? Make sure your website is up to snuff before investing time in publicity.

Cultivate your industry relationships

If more real wedding features are on the docket, you’ll need to start establishing connections with event professionals in your market. In particular, photographers, planners, and designers are typically in a position to submit weddings to the media — so get in touch and ask how you can help! You could send them the banquet menu, floorplan, or details related to special elements like interactive stations or DIY food bars.

Reaching out to offer support will keep you top-of-mind, so your business (and the SEO-boosting backlinks) never get left off the vendor list. Plus, building relationships with photographers can help you collect event images and build your in-house media library!

Tune into industry podcasts

You know that fun and informative podcast that accompanies you on your morning commute each day? Imagine if you were the featured guest! That’s right — you can (and should!) apply to speak on industry podcasts, especially those you listen to frequently.

Podcasts have become an excellent way to increase brand awareness. In addition to demonstrating thought leadership as an editorial feature does, podcasts offer the added bonus of capturing your voice and personality. And when it comes to the events industry, who you are matters just as much as how well you perform your job. Think about sending out applications to top industry podcasts as a way to promote your brand and build meaningful connections with listeners (and potential clients!). 

Begin your outreach

There are countless avenues to your next press feature. From HARO (HelpAReporter.com) to Twitter DMs, journalists and editors are looking for expert sources! But instead of waiting for the right topic to turn up, take a proactive approach to your media relationships.

Take some time to research the media contacts at your ideal publications, whether they’re local news stations or national wedding blogs. Then, it’s as simple as sending a brief email to introduce yourself as an expert source and offer your insights whenever they cover a subject related to catering and events. If you want to take it up a notch, include a few story ideas based on your knowledge of industry trends.

If you’re looking to reach new audiences this year, be sure to add PR to your to-do list. But don’t worry — it doesn’t need to become a daunting multi-level strategy that intimidates you from starting. Small efforts will move the needle, so start with a few emails and build from there! So long as you are focusing on building relationships, you’ll begin to see results in no time.

Clint Elkins is the V.P. of Sales for SB Value, a Group Purchasing Organization that helps culinary professionals save an average of 16% on every food order. Membership is 100% free. No hidden fees. No extra work. Just extra profits. See how much you can save on your next food order when you become an SB Value member. Request a quote today.