I paid a PR firm $1,000 a month for awhile to promote my pizza shop to the media. We landed articles, TV and radio. And while PR is hard to track as far as return on investment – there’s NO doubt that it builds up your image and credibility.
Here’s some great tips (and samples) for creating your own PR that’ll save you – the $1,000 a month I was spending.
This PR guide is provided by Scott Anthony, a Fox’s Pizza franchisee who has become vey successful in gaining “press” for his shop… and others. The first sample here, is from a client of mine in Hawaii. Scott not only crafted a great press release… he gave Jim a long list of places to submit it to. Besides the fantastic newspaper article, Jim also got a write up in “Aloha Airlines” in flight magazine (Jim actually had vacationers stop by after having seen it on the flight).
Anyway… take a look at these proven press releases. And feel free to contact Scott if you need help creating your own.
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Big Island Press Release: Scott interviewed Jim & then prepared this release. Also, notice all of the places Scott included for Jim to send this to (click here)… Now, click here to see the results
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Sample #2. |
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Sample #3. |
NEW: Pizza Partner Press & Results
Scott’s tips to keep you on track…
Why YOU want FREE publicity
- Image – Who you are & What you are all about
- Awareness – Make them know you & like you.
• Form Alliances
- Businesses & Organizations – Walmart, Red Cross, Fire Department, Police Department
- All have their own community relations departments
- Two heads are better than one
- Choose organizations that affect majority of community
- Media – TV, Radio, Newspaper……
1. What They Want
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- Impact – On your community ie: major fundraiser for volunteer fire Company
- Novelty – Involved in History Channel promotion….
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- Conflict – Delivery charge, safety or health issues
- Prominence – Does it bring pride & joy to your town. Ie: Small town boy does good.
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- Proximity – to your location. New opening store in nearby neighborhood vs opening in another state
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- Timeliness – Old news is NO news. Holidays , seasonal menu items, dated promotions, special events. Give editor 6- 8 lead time
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2. How They Want It:
· Editor /News Programmer’s job is not easy – do your part to lessen the stress & be his friend – See Attachment
3. Get Your Message Out
· Newspapers
· Radio
· Television
· Lay-downs
· College/School paper
· Trade News
· Church Bulletins
· Chamber of Commerce
· Internet
· Your Newsletter
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Here’s a sample with all the required elements. |
Media-savvy pizzeria operators will testify to the image-enhancing power of printers’ ink. FREE publicity about a special event or promotion can do wonders for raising your profile in the community and increasing your bottom line. Scott Anthony, owner of Fox’s Pizza Den in Punxsutawney, Pennsylvania, is one of the best in the pizza industry when it comes to utilizing the media to gain free publicity and name recognition.
Scott’s credits include:
1994 - Manager, Fox’s Pizza Den Punxsutawney, PA
1995 – Owner/ Operator – Fox’s Pizza Den
Summer 2001 – PMQ’s “Blown Away by an E-mail Promo”
Spring 2002 –FAB (Franchising At it’s Best) Award
March 2004 – Presented Key to the City
April 2004 – Appointed Publisher of Fox’s E-Newsletter
December 2004 – Appointed Store Trainer
1995 – Owner/ Operator – Fox’s Pizza Den
Summer 2001 – PMQ’s “Blown Away by an E-mail Promo”
Spring 2002 –FAB (Franchising At it’s Best) Award
March 2004 – Presented Key to the City
April 2004 – Appointed Publisher of Fox’s E-Newsletter
December 2004 – Appointed Store Trainer
January 2005 – Franchisee Forum Moderator
Winter 2005 – present – Pizza Seminar Speaker
Winter 2005 – present – Pizza Seminar Speaker
Fall 2006 – www.PizzaPartner.com
Need help getting your name out?
contact Scott at mailto:Foxspizza56@aol.com?subject=Pizza%20Partner
