Top food trends and how PR people should pitch them

If you want publicity in traditional media for a food-related story, don’t miss these tips from Nancy Wall Hopkins, deputy editor of food and entertaining at Better Homes and Gardens.

Brian Pittman of Bulldog Reporter interviewed her. Here’s a quick summary, but please read the entire article. After each one of Nancy’s tips, I’ve also given you some of my own ideas on other ways to pitch, or ways to sweeten your pitch. These ideas also work well when pitching bloggers and in social media.

Nancy’s tip:

People are cooking more these days because of the bad economy. (I assume that means they’re eating out less.) 

My tip:

Pitch stories on how to save on grocery bills.  Restaurants, what are you doing to respond to this? Any special marketing promotions that have worked well? Are you altering menus, changing your hours or adding cooking classes to draw the crowds? (See “Publicity Tips for Restaurants, Chefs & Foodies.“)    

Nancy’s tip:

Consumers are using more cents-off coupons.

My tip:

Professional organizers, suggest ways for us to organize all those coupons and actually use them.  Consumer experts, are using coupons usually better than buying the store’s generic brand? 

Nancy’s tip:

People are still entertaining an average of twice a month but it’s casual and low-key.

My tip:

Pitch your local “grub club” or dinner group to the food columnist at your local newspaper. It might also make a fun feature story for your local TV station. If an upcoming dinner is tied to the holidays or a religious celebration, that’s a nice little extra.

Nancy’s tip:

Consumers are still very interested in health and prevention.

My tip:

This is a chance for health departments and others to pitch story ideas like how to wash produce and  avoid food poisoning. What about all those food allergies we’re hearing so much about?

Nancy’s tip:

PR people, leave the office for good old-fashioned face-to-face, desk-side meetings with journalists. This goes against advice that Steve Mullen of the Social Media PR blog wrote in his post 10 Dead or Dying PR Tactics. 

My tip:

When you visit, ask the Number One most important question you can ever ask: “How can I help you?”

Nancy’s tip:

Give exclusives.

My tip: 

Be careful because this can backfire, particularly if it’s a breaking-news story. The writer might be excited about the story and love the exclusive. If her editor isn’t nearly as interested and buries it way inside the magazine, you’ve blown a publicity opportunity.

Nancy’s tip:

Report on trends. Remember that magazines are restricting travel for some journalists so they rely on expert sources to keep them informed about trends and what’s happening at shows like the Fancy Food Show. 

My tip:

Report on trends even when the story doesn’t directly affect you. This positions you as a golden source. 

Nancy’s best take-away tip:

“It’s all about the relationship. The best PR people talk to me before pitching me to see what’s new with me and to ask me what’s going on.  They then tailor ideas to me that no one else is getting.  That’s how you build trust with us.”

My tip: Never forget it.