PR is a Process — Not a Product

(Yes, We Know You Want Results Yesterday)

Let’s get one thing straight: no one wants to see your rise to fame happen faster than your publicist. Not your mom. Not your best friend. Not even you. Publicists willingly sign up for a job that involves relentless pitching, polite follow-ups that are secretly desperate, and celebrating wins that sometimes arrive weeks—or months—after the effort began.

The work isn’t the hard part. The real challenge is managing expectations. Because PR isn’t Amazon Prime. There is no “delivered by tomorrow” option.

So how do you learn to trust the process?

Campaign and Strategy

(Or: You Can’t Do Everything at Once—Even If You Really Want To)

Launching a new business or marketing campaign is exciting. That excitement often comes with the urge to do everything immediately: press, influencers, ads, social, events, billboards (why not?), and maybe a podcast while you’re at it.

Take a breath.

Trying to conquer it all at once usually results in watered-down efforts and unmet expectations. A seasoned publicist knows the secret: start small and build smart. Strong campaigns are layered—not dumped all at once like a buffet plate you regret halfway through.

Before chasing coverage, lock in the basics:

  • Clear, compelling website content that's rooted in SEO driven words
  • Professional photos (iPhone pics from 2017 don’t count)
  • A cohesive brand look and feel
  • Consistent social media handles
  • An email capture system that actually works
  • Polished marketing materials for print and digital
  • FABULOUS FOOD (PRODUCTS)- STELLAR CUSTOMER SERVICE - TRAINED STAFF

Once those are in place, congratulations—you’re officially ready for the next phase.

Media Outreach

(The Media Does Not Owe You Anything—Sorry)

This bears repeating: the media doesn’t owe you coverage. Not at launch. Not after launch. Not ever. Even the best publicists—with solid relationships and sharp pitching skills—must rely on patience, persistence, and a strong subject line.

And here’s the plot twist: getting all the press at once isn’t actually the win people think it is. A single surge of attention fades fast. What you really want is consistent exposure—the kind that feeds SEO, fuels social content, and keeps your brand top-of-mind over time.

Think marathon, not sprint. (Yes, we know. You wanted a sprint.)

Create reasons to stay newsworthy. Once the “new restaurant opening” buzz wears off, the real work begins. Invite influencers in. Send product. Pitch seasonal angles. Tie into trends. Keep showing up. Because sometimes the email that gets ignored nine times is the one that lands on the tenth.

Work With What You’re Given

(A Big Budget Is Nice—But Not Required)

Good PR isn’t about spending the most money. It’s about spending it wisely.

What works for a massive restaurant group may be completely wrong for a small, family-run spot. And that’s okay.

Can’t afford an off-site promotional event? Host an intimate, community-driven experience in your own space. Holiday magazine ad out of reach? Invest in a targeted social media campaign that costs less and actually reaches your audience.

Thanks to digital tools, social platforms, and mobile apps, the days of “spend big or stay invisible” are long gone. Creativity beats excess every time.

Instant Gratification

(The Hangover of Marketing)

That big, expensive opening party—what did it really do?

Sure, it felt great. The room was packed. The Instagram stories were flying. Your phone buzzed all night. And then… silence.

Instant gratification creates short-term buzz, not long-term growth. Instead of blowing everything on one flashy night, stretch that momentum. Tease your launch. Plan a series of smaller, targeted events. Run social contests. Share behind-the-scenes content, recipes, or videos. Turn one big splash into a season-long ripple.

Slow and steady doesn’t sound sexy—but it works.

Growing an Audience

(No, You Can’t Buy Loyalty)

Building a real social media following or email list takes time. There are no hacks. No magic tools. No shortcuts that don’t come back to bite you later.

Buying followers or email lists is like throwing a party and inviting strangers who don’t like your food. Focus on real people who actually want to hear from you. Keep it grassroots. Collaborate with like-minded businesses. Make sign-ups easy. And consistently put out content worth engaging with.

Quality beats quantity—every time.

The Bottom Line

PR is a process.
The product of that process is opportunity.

When those opportunities show up, be ready to use them—strategically and creatively—as part of your larger marketing effort. Trust the process, manage expectations, and remember: the brands that win aren’t the ones that rush… they’re the ones that stick around.