BRAND & REPUTATION MANAGEMENT: FOODSERVICE PR
October 15, 2019
Many foodservice manufacturers utilize public relations efforts primarily to support new product launches — and often these efforts do not extend beyond writing and distributing press releases. However, without a sustained public relations strategy, today’s leading foodservice brands forfeit opportunities to promote their brand story meaningfully outside of paid or owned spaces. Conversely, when editorial coverage is secured, it generates more genuine, authentic and trustworthy content — content that can elevate a brand unlike other communication tactics. Foodservice manufacturers that intentionally seek out and seize these opportunities through a dedicated public relations strategy can expect several critical relational benefits.
Safeguarded Reputation
In the foodservice industry, 48% of operators say that having a good reputation in the industry drives brand appeal.1 A purposeful public relations strategy helps disseminate good news in the right places — while mitigating the prevalence and impact of any negative coverage. Having a dedicated public relations team and plan ensures that your message is present in countless conversations about your brand, both good and bad. A consistent, thoughtful and timely public relations presence helps ensure a foodservice brand’s reputation is preserved.
Increased Industry Publication Presence
Whether in print or online, almost 73% of operators look to trade media for foodservice industry content.2 As such, a crucial part of a robust public relations strategy is media relations that thoughtfully tie a brand’s message to editorial calendar topics. Pitching stories accordingly can place your brand in front of thousands of subscribers within the voice of the publication — affording a level of implied credibility that is difficult to duplicate otherwise. Today’s operators regularly look to foodservice trade publications for business/industry news as well as new product information2 — both of which align to the newsworthy elements of a dedicated public relations calendar.
Stronger SEO
A lesser-known benefit of online public relations mentions is Search Engine Optimization (SEO). When a foodservice manufacturer’s public relations team is able to include the brand’s story in various publications, the volume of backlinks to their website increases. These backlinks help build the credibility of a website — in turn, positively affecting its search result ranking. Ranking on the first page of search results is absolutely crucial as more and more operators use search across all stages of the buying process. In fact, 70% of operators turn to search engines first when researching new ideas and products.2 And even after purchasing, 44% of operators perform general internet searches to answer questions about existing products they use.2
While identifying and securing public relations opportunities in the foodservice industry can be somewhat challenging, the ROI is significant. Furthermore, the credibility that a successful public relations strategy can bring to a foodservice brand simply cannot be replicated by other communication methods. Leveraging the right strategic partner — one who is experienced, progressive and rooted in the trends and demands of the market — can unlock foodservice market insights which inform thoughtful, relevant and truly meaningful public relations. To build a plan that ties your brand’s story to its end-users’ needs, please contact us. We’d love to share more insights and opportunities that can impact both your brand story and your bottom line.
1 IFMA Modern Operator Report, 2019
2 Omnivore Operator Advisory Panel, 2019
