Food has a place in many of our daily conversations, from restaurant recommendations to photographs of a carefully prepared plate. As someone who has enjoyed good food since childhood, I often notice connections between that world and my work in PR.
In this article, first published in 2015, I explored five of those similarities.
1. We take in the presentation as well as the content
The substance matters most, but presentation influences how people experience it. A useful slide deck should look finished and clear, without unnecessary decoration getting in the way of the message.
A little explanation can add value, whether a chef is describing a dish or a consultant is presenting an idea. The point is to show knowledge in a way that helps the person receiving it.
The same applies to a pitch email. A creative, relevant approach can encourage a journalist to look more closely, and an appropriate image can help bring the story together. Our content work starts with that connection between substance and expression.
2. Care about the craft
Chefs and restaurateurs often bring a strong personal interest to their work. PR also benefits from curiosity and commitment. Ideas can appear outside a formal brainstorm, through something you read, see or experience.
That does not mean being permanently on call. It means taking the work seriously and having clear arrangements for situations that require a quick response.
When a crisis occurs, calm judgement and practical action matter. Preparation helps a team respond effectively without relying only on individual enthusiasm.
3. Combine familiar favourites with variety
A restaurant’s regular dishes give returning customers something they recognise. In communication, recurring themes and a content calendar provide a similar foundation.
Seasonal moments can offer a relevant opportunity, just as a restaurant might create a special menu. But repeating the same approach indefinitely can make it feel stale.
PR agencies also need to develop fresh ideas. A creative blogger event or an unexpected setting can give a familiar subject a different expression, provided the idea still fits the audience and the story.
4. Think about the impression before the first visit
A menu offers a first impression of a chef’s work. A company’s website and other public information help people form a view before they make contact.
Clear information and credible accounts of other people’s experiences can help a potential customer understand what to expect. A review is useful because of what it tells a reader, not simply because it exists online.
For brands, the practical task is to make relevant information easy to find and to connect people with helpful content across their channels.
5. Pay attention to the whole experience
A thoughtful final detail can leave a lasting impression after a meal. In a PR event, the invitation, welcome, programme and follow-up all contribute to the way someone experiences the story.
That does not require extravagant extras. A clear invitation, useful access to a spokesperson or a well-organised press event can show that the audience’s time and interests have been considered.
The goal is a coherent experience in which the details support the message. If that has given you an appetite for a conversation about your own communication, join us for a coffee.
Aurélie
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