Three Tips For PR Professionals Working in the Food and Entertainment Industry


At JeffreyGroup, I specialize in communications and editorial development for clients in the culinary and entertainment sectors. One thing I’ve learned over the years is that understanding the complex relationship between food and foodies is vital when crafting narratives for clients in the industry.

To help drive success I’ve developed three basic guidelines for shaping a communications strategy for the culinary world.

1. Focus on the newest culinary trends

The food world is fickle and you must follow suit. When molecular gastronomy was all the rage it was important to present story angles that touched on it. Editors wanted to discuss complex recipes, with step by step instructions and practical tips for creating the perfect gelatin cube or vanilla foam. Now, trends have shifted to traditional and artisanal methods of food preparation and we have to adapt.  The PR professional must be ready to switch to themes such as making artisanal coffee, maintaining a garden and growing herbs for personal use. Stay ahead of the curve and look out for whats next.

2. Involve influential personalities and experts

Well-known chefs and other culinary celebrities and influencers, as well as experts like nutritionists and dieticians, are important to have as spokespeople and endorsers. Well-known or well-respected people have the power to inspire, especially famous chefs with loyal fans. It is important, however, to recognize the influence of culinary bloggers, as people tend to look to them for advice, especially if the blogger mirrors their desired lifestyle and interests. Health authorities, such as doctors and nutritionists, are also an important part of the mix, as they can provide a layer of authenticity to the message you are working to promote.

3. Never forget the visuals

You might have an amazing communications strategy outlined, but it won’t go far without appealing and appropriate imagery. No matter if a campaign involves a recipe with the most trendy ingredients, created by the trendiest chef, people want to see what it looks like. Images of food should always be of the highest quality, with the involvement of a food stylist if necessary.

Communicating about food is never straight-forward, but always rewarding. The key is presenting the right message in the right way.