Why Restaurants Go Out of Business
Recently someone asked me why so many restaurants go out ofbusiness. I answered that too many people open a restaurantbecause it's their dream.
A number of years ago I was walking along the street near myhome and office. I came upon a brand new Continental-typerestaurant down a few steps from the street, very atmospheric.Standing outside was the chef/owner with pride of ownershipwritten all over him. We fell into conversation, I congrat-ulated him, mentioned I was a publicist and he invited me into talk.
He explained that he was originally from New York, had spentthe last decade or so working as a chef in Florida at some ofthe top restaurants there. His dream was to open his own placeand he decided to do it in New York. His financial "backer,"if you could call him that, was a friend in a completelyunrelated field with very shallow pockets who had no ideaopening and running a restaurant was such an expensive project.
The owner/chef (we'll call him John) should have knownbetter but thought he could open on a shoestring. A very shortshoestring. He hired a waiter who agreed to work for tips anda Spanish-speaking (only Spanish-speaking--no English) busboy.John felt that since the place was so small, no more than 12tables or so), that as enough of a staff. I asked about someoneto greet people at the door. John said that the kitchen doorwould be left open and he could run out when people walked in.I'm serious! He desperately needed a publicist, amongother things; he said he'd scrounge up the money somewhere,and against my better judgment, I went to work.I tried his food and it was really wonderful. Unfortunately,while this man could certainly cook, he had no idea how torun the front of the house and didn't even have too firm agrasp of the economics of pricing his food. After less than two weeks, his one waiter disappeared so hewas left with a busboy who couldn't speak any English tryingto work as a greeter and a waiter.
One evening during this time I called the restaurant andthere was no answer. Wondering whether my client had goneout of business without telling me, I grabbed mt coat and randown to investigate. The place was dark and closed with nosign. As I walked away, two men walked up, planniung to dinethere. They saw it was closed and said, "I guess they wentout of business." The next day I spoke to John and he saidhe hadn't gone out of business but there was some big sportsevent that night and he figured there wouldn't be muchbusiness so he might as well close for the night. I explained to him that you can't close without at least a signand many people probably assumed he had closed for good.
John admitted he never thought of that.
I was able to drum up a fairly gratifying amount of business,critics' reviews (the New York Times reviewed it on radio)and a mention in one of the gossip columns. After two monthsI could see he had no idea what to do so I quit and thefollowing month so did he...he went out of business.
This should give you some idea why restaurants close.
Miriam Silverberg is founder and president of Miriam SilverbergAssociates, a boutique public relations firm in New York City. Listed in Who's Who of American Women, she has lectured extensively on how to create publicity and is a contributor to professional journals.
Rise of the Creative Class
The fast changing dynamics of the world economy is forcing organizations to fundamentally rethink the manner in which they have been communicating with their constituent communities and decision-makers. It is constantly being proven that conventional communication approaches that are designed to raise public awareness may often have the opposite effects of those intended. This is because they fail to take into account the public's profound resistance to the traditional communication stimuli.
Is This Any Way to Run Your PR?
Press Release Preparation
Small Business Owners should send press releases out at least once a month to local newspapers, cable TV, local magazines and radio stations. You will be surprised how often they get published or air time. After doing this a while you can figure out what types of news get the best results. Some typical and simple press releases can be new employee hirees, new accounts with large local corporations or non-profit endeavors you are assisting with.
Managers, Have You Been Shortchanged?
You have been if you're a business, non-profit or association manager whose public relations budget is focused largely on nifty brochures, column mentions and broadcast plugs. Especially without a workable plan that helps you persuade your most important outside stakeholders to your way of thinking, then moves them to take actions that lead to the success of your department, division or subsidiary.
Forget The Story Youre Promoting ? Heres What Journalists Really Want From PR People
Although it seems less common these days, there are still a fair number of us public relations practitioners who enter the business by crossing over from the journalist's side of the notebook.
Marketing-Minded Financial Planners, Dont Hold Back Information From the Media
Some financial planners think that they shouldn't share their top tips with the media.
Prep for a Successful Trade Show
Well, autumn is upon us and with the onset of this season comes cleaner air and colourful outdoor scenery and, it is also prime season for trade shows. Sure, trade shows happen all throughout the year but, with many areas recognizing small business month/week, there is a greater opportunity for entrepreneurs to showcase their products or services to their target markets.
8 Ways to Use Local Publicity to Drive Your Business
While scoring anice story in BusinessWeek or USA Today is something tocelebrate, there are times when you need to grab attention a bitcloser to home.
A New Idea For Venture Capitalists
Obviously, it hurts when a promising business project you backed financially goes down the tube.
Publicity: Nailing a Media Interview, Part I
The most important thing to remember for any interview: stay on topic. I ask clients to repeat this like a mantra before they go on the air, or even when on the phone with a reporter.
Managerial Survival Key
For business, non-profit or association managers like yourself, survival pretty much depends on whether you achieve, or fail to achieve your department, division or subsidiary objectives.
Writing a Press Release: Inverted Pyramid Style
A term you'll hear in newsrooms, in editing meetings, in Journalism 101, but almost nowhere else, is "inverted pyramid."
Not Getting the PR Results You Want?
The reason might be this simple: as a business, non-profit or association manager, you're too focused on communi- cations tactics and not on a workable blueprint for dealing with those important outside audiences whose behaviors most affect your department, division or subsidiary.
10 Secrets to Free Publicity
Public relations is popular because it is very cost-effective and it works. If you send out one press release, for example, and it gets into print, it could generate more interest in your product or service.
Publicity: Three Tips on Writing a Press Release
Use journalistic style
The Key to Great PR
The Key to Great PR is Perseverance
Something New For Managers?
A new public relations blueprint could be a good idea if you're a business, non-profit or association manager who's not getting the important external audience behaviors you need to achieve your department, division or subsidiary objectives.
How to Stay Composed During Contentious TV Interviews
NOTE: Brad Phillips was a Producer for CNN's The Capital Gang from 2000-2001.
Advertising and Community Relations -- Get the Best of Both Worlds
Have you ever noticed that in communities without big universities, high school sports take on an even bigger importance?
Publicity: Marketing-Minded Financial Planners, Never Say These Words to a Reporter
Everyone has something that drives them up a wall. You may be surprised at what aggravates reporters.
|© Athifea Distribution LLC - 2013|