Meehan, Chang, Carducci and Deussen had a laugh (top). Liza B. Zimmerman moderated the panel (above left), attendees listen (middle) and Freeman makes a point (right).
and why, an operation needs a public relations presence were addressed, as well as how all parties involved should manage expectations. Another hot topic was the cost of time, materials and reasonable ROI. Th e whole panel noted that some bartenders and beverage
directors are well suited to participate, and even lead, their public relations campaigns. However, it is important to gauge time limitations and manage personalities and egos (which may belong to executives who think they are doing a better job of communicating the bottom line on their points of distinction and drink programs than they actually are).
THE HARD TRUTH One of the most compelling reasons to use a professional
publicist—in or out of house—turned out to be because they have perspective on the business and extensive press contacts. Th ey will also generally have a better idea what type of documents, research and photos writers and editors need on deadline. Carducci said he was glad to have worked with an über-corporate set of professionals as he and his partner rolled out fi ve locations of the Mercadito bar concept.
40 | SEPTEMBER 2011
"Public relations can help you focus on a specifi c issue," noted
Meehan. He often covers his bases himself with his media contacts and credibility as a cocktail book writer. But he also recognizes when a professional, with a diff erent focus, can take it to another level. A lot of the value that publicists and marketing professionals
provide operators with is their wealth of experience. Th is may be because of previous work on-staff at various small- and large- scale properties, or it may be just because of the number and variety of bars and restaurants that they are able to visit. Often the hardest discussion is how to eff ectively convey the bottom line point of distinction of an operation. "Sometimes there's no there, there," noted Deussen. Part of the process in fi nding the right publicist is fi rst
acknowledging that restaurants and bars can benefi t from a supporter who has the media's needs in mind. It is not always an easy jump. "If you don't have a relationship with anyone in the media it can be hard to get their attention," commented Freeman. Th e benefi ts of making use of public relations professionals at the right time in an operation's growth cycle can off er a lot of benefi ts.
www.cheersonline.com
MELISSA HOM
