Public Relations Plan for Texas Land & Cattle

Opening a restaurant in a new market can be risky, but by implementing a thorough publicity plan and developing a working relationship with the media, I can help Texas Land & Cattle get off to the right start.

In order to make the dust fly as the stampede of Texas Land & Cattle enters the New Mexico market, it is essential that local culture be taken into consideration. Therefore, the following public relations plan incorporates events such as the Albuquerque Balloon Fiesta and Fiery Foods Show into the agenda. On that note, I advise against promoting alcoholic beverages or any aspect thereof during PR events as drunk driving is a highly sensitive issue in the state.

In essence, the ultimate goal is to convey the right message to the right publics at the right time. With that in mind, I propose the following:

Part I: BACKGROUNDERS

1. Company Backgrounder:

I will interview your company owners/managers and develop a comprehensive Company Backgrounder. It is critical that we generate this element first, as it will set the overall tone for all public relations efforts. The Company Backgrounder will be carefully worded to establish Texas Land & Cattle as the hottest new fine dining experience, featuring an authentic Texas ambiance, great food and reasonable prices.

The piece will serve dual purposes; as the foundation for future efforts on behalf of Texas Land & Cattle, and as a convenient descriptive document the company can use in its media kit or directly with New Mexico media, vendors, sales affiliates, etc. The Company Backgrounder can be delivered to you on disk, hard copy, or both.

2. Media Kit

A press kit is designed to both inform and update the media on the progress of the development. This comprehensive overview will include Texas Land & Cattle's menu, floor plan, specifications, fact sheet, and photography in addition to the Company Backgrounder noted above. An "edible press kit" could also be developed, featuring key menu items presented to the media in person.

3. Grand Opening Planning

The Grand Opening for Texas Land & Cattle will encompass the trial period (or dry runs) as well as the actual opening of the facility to the general public. Various groups can be invited to develop awareness of the new restaurant, including key media professionals, prominent social and political figures and charitable organizations. Other promotions can also be coordinated in conjunction with your advertising agency, as opportunity allows.

Part II: STORY GENERATION

4. Publicity Opportunity Audit

I will examine your company's history, partner organizations, people, etc. (as outlined in the Company Backgrounder) and relevant industry information gathered from around the country to develop a detailed publicity plan highlighting immediate publicity opportunities, timing of events like the host dinners for the media, future story development suggestions, participation in local events such as the Albuquerque Balloon Fiesta and Fiery Foods Show, community relations and recommended charitable element ideas, as well as key local and national press contacts.

5. Story Proposal

I can take a story idea generated in the above Audit or from another source and develop it into a formal story proposal for the general or trade press. The proposal would be sent to key members of the target press and followed up appropriately.

Part III: NEWS RELEASES

6. News Releases

I will perform the needed news release development services, providing research, writing, distribution, and follow-up of relevant news items, such as announcements of:

o New art pieces by local artists acquired by Texas Land & Cattle o Changes in menu, such as adding buffalo or ostrich to the selections, special

events hosted or sponsored by Texas Land & Cattle (for media, local

o Awards from associations, or other forms of professional recognition o Participation in local festivals or trade shows

This type of news update will come from Texas Land & Cattle on a consistent basis and will be distributed to the broadest possible appropriate audience during the four-month period, August through November. By consistently providing the news media with relevant and legitimate news items, we will develop name recognition and good working relations with the press. Once cultivated, the media will consider Texas Land & Cattle as a source for feature profiles, quotes in trend stories about the local market and other such opportunities.

Additionally, I believe that national trade press such as Restaurant Business and Gourmet Retailer would be interested in the company's first commercial foray beyond Lone Star boundaries.