5 tips for grabbing coverage in food publications
This article originally ran on PR Daily in April of 2017.
food publication can be tricky.
Here are five tips to help you craft your pitch so that it stands out among
the plethora of food and restaurant pitches that flood an editor’s inbox
1. Conduct thorough research. Examine not only the
publication’s guidelines (which you must follow closely) but also the
topics it covers and the way in which it covers them. Look at a
publication’s archives to ensure your pitch will align with its recent
content. Editors review pitches all day long;
keep yours relevant by conducting good research.
2. Understand the publication’s voice. Is it serious and
detail-oriented? Fun and quirky? Topical and snappy? Draft your pitch in
line with that voice. Identify the publication’s audience, and position
your pitch so the editors know your topic will engage their readers. If
you’re pitching Spoon University, construct your pitch differently from the way you would for
Fancy Food & Culinary Products.
[RELATED: Weave storytelling into every corporate communication, and craft copy that captures your brand voice.]
3. Personalize the pitch. Address your contact by name
whenever that information is available. Unless the whole publication is
specialized, you’ll probably have to find the person who writes about the
specific topic you are pitching. (For example, if your client is a
restaurant and you want to pitch a happy hour special, avoid targeting
someone who writes a cooking blog for parents.) Include a relevant,
informative subject line in your pitch. (Example: “Columbus-based Chain
Shaking Up the Fast Casual Scene.”)
4. Take pride in your pitch. Your goal should be to turn
your interesting client or topic into a must-read story. Put time into your
pitch, check for grammatical or spelling errors, and have two colleagues
proof it. Details are essential. If you’re pitching a restaurant to
multiple regions, for example, you’ll have to make sure any region-specific
logistical information (such as hours of operation or an address) is
5. Keep it short and sweet. Offer a one-sentence synopsis
to start your pitch. Include links to help the editor access information on
your client/topic. Include photos of the product or venue, depending on the
client and type of publication you’re pitching. Provide attractive photos
of the food or venue, or create a link to those images to keep the file
Food publications can create great opportunities to get creative with your
pitch and reach your target audience. Conduct the requisite research, adopt
an appropriate voice, proof for errors, and stay close to your angle to
keep your pitch relevant and unique.
Heather Allen is the content and community manager at
Belle Communications. A version of this article originally appeared on
the agency’s blog.