List Categories | List All Articles | List Articles By Title
Why Restaurants Go Out of Business
Recently someone asked me why so many restaurants go out of business. I answered that too many people open a restaurant because it's their dream.
A number of years ago I was walking along the street near my home and office. I came upon a brand new Continental-type restaurant down a few steps from the street, very atmospheric. Standing outside was the chef/owner with pride of ownership written all over him. We fell into conversation, I congrat- ulated him, mentioned I was a publicist and he invited me in to talk.
He explained that he was originally from New York, had spent the last decade or so working as a chef in Florida at some of the top restaurants there. His dream was to open his own place and he decided to do it in New York. His financial "backer," if you could call him that, was a friend in a completely unrelated field with very shallow pockets who had no idea opening and running a restaurant was such an expensive project.
The owner/chef (we'll call him John) should have known better but thought he could open on a shoestring. A very short shoestring. He hired a waiter who agreed to work for tips and a Spanish-speaking (only Spanish-speaking--no English) busboy. John felt that since the place was so small, no more than 12 tables or so), that as enough of a staff. I asked about someone to greet people at the door. John said that the kitchen door would be left open and he could run out when people walked in.I'm serious! He desperately needed a publicist, among other 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 to run the front of the house and didn't even have too firm a grasp of the economics of pricing his food. After less than two weeks, his one waiter disappeared so he was left with a busboy who couldn't speak any English trying to work as a greeter and a waiter.
One evening during this time I called the restaurant and there was no answer. Wondering whether my client had gone out of business without telling me, I grabbed mt coat and ran down to investigate. The place was dark and closed with no sign. As I walked away, two men walked up, planniung to dine there. They saw it was closed and said, "I guess they went out of business." The next day I spoke to John and he said he hadn't gone out of business but there was some big sports event that night and he figured there wouldn't be much business so he might as well close for the night. I explained to him that you can't close without at least a sign and 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 months I could see he had no idea what to do so I quit and the following 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 Silverberg Associates, 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.
Cultivating Positive Media Relationships
Some people think that publicity is all about paparazzi snapping photos of celebs and intruding into their private lives -- or as Woodward and Bernstein blowing the lid off of a government scandal. But, as a small business owner, publicity is actually one of your greatest allies! People who read about you in the newspaper or hear an interview with you on the radio will sit up and take notice -- much more notice than if they simply see a flier of yours posted at the Laundromat.
Same Old, Same Old PR Still Tops
Like human nature over time, the power of good public relations remains the same.Whether you are a manager working for a business, a non-profit or an association, at some point, you will want, or need to create outside stakeholder behavior change - the kind that leads directly to achieving your managerial objectives.
Culture As A Barrier To Communication
Each of us is exposed to people from other cultures on a regular basis, in the workplace, in our social activities, at school, or even within our families. Our culture hinders us from getting our message across as well receiving the full message that others want to convey to us.
How to Make Publicity Work for Your Business: Six P.R. Strategies to Use Right Now
Public Relations (or P.R.
Media Relations: Ending the Press Release Crutch
When most people think of media relations, they think of press releases. To be sure, writing and distributing them is one of the most important parts of the job.
A PR Surprise for Managers
For those business, non-profit and association managers committed to PR tactics like radio and newspaper plugs, it can come as a surprise to discover where public relations value REALLY lies.Truth is, your PR budget can deliver results far beyond such limited publicity placements.
3 Reasons to Tap into the Power of Publicity
Publicity is obtaining editorial coverage or features for your business. Publicity is getting your business reported as news.
PR Works! 15 Ways To Make Your Press Release Stand Out From the Crowd
Do editors of newspapers, magazines and online news sites really use press releases? Too right they do. In fact, the press release is one of the most effective forms of publicity.
How to Get a Story About You or Your Business in USA Today
I am often asked by clients to target USA Today for media coverage, and with good reason: USA Today coverage can have a significant impact on businesses and organizations. Here's why:1.
Why Do You Want PR?
To get someone's name in the newspaper or a product mention on a radio talk show?If that's all you expect, fine. But that response tells me that, as a business, non-profit or association manager, you may have overlooked an important reality: people act on their own perception of the facts, leading to predictable behaviors about which something can be done on your behalf.
Do I Really Need a Publicist?
Are you hesitating about hiring a publicist or, if you have one, do you stop before writing that final zero on the monthly check, and think "I can do that myself." Suuure, you can!But just to be certain, take this little test.
PR: The Thrill of a Good Idea
The notion that a business, non-profit or association manager can actually hold a big key to success in his or her own hands IS a thrilling idea!And it becomes more thrilling as the manager actually alters individual perceptions leading to changed behaviors of key outside audiences. Then persuades those external stakeholders to that manager's way of thinking, helping move them to take actions that allow their department, division or subsidiary to succeed.
This is the Power of PR
The power of public relations is its ability to alter individual perception, resulting in changed behaviors that lead directly to your organization's success.Its power really lies in doing something positive about the behaviors of a business, non-profit or association manager's important outside audiences - behaviors that MOST affect his or her operation.
Cutting Down Your Trade Show Budget
Whenever a recession or volatility threatens the economy, companies immediately look at where they can cut budgets. Without much forethought, the first to hit the block is inevitably training, followed closely behind by marketing.
Do You Have A Press Package?
How do you make a friend of the media? A press package can go a long way in helping you deal with the media. It allows you to have everything you need handy.
Dont Put Up With Junk PR
In public relations, "junk" is more about attitude and lack of understanding than a measure of quality.Hopefully, if your public relations mission is yet to be accomplished, you agree that its primary thrust MUST be to take advantage of the fact that people act on their own perception of the facts before them leading to predictable behaviors.
There Is No Such Thing as Competition
A wise friend of mine has often said, "There is no such thing as competition." I happen to agree with that philosophy.
Marketing-Minded Financial Planners, Focus on Main Points During an Interview
You never want to inundate a reporter with information, but you don't want to be branded a one-trick pony either. That's why I recommend coming up with three key points for every interview you do.
The Internet may have opened worlds for businesses and consumers, but it has also created a public relations nightmare for businesses. Forums, opinion Web sites, blogs, and anything that is publishable can smear a company's name in moments.
Public Relations Primer, Part II: Five Dos
1) Package your story. Two critical elements will help you do this: Knowledge and Creativity.
home | site map
All articles are copyright to their owners.
Note: this website lists articles, We do not Write Articles !