The Delicious Transition From Food Writer To Food Publicist

RELATED: How to Pitch: Food & Wine How to Pitch: Bon Appétit

Making the switch
Changing jobs is scary, but luckily moving from a freelance food-writing career to a staff PR position provides stability. "I switched professions because there are fewer staff editorial opportunities and the lack of security as a freelancer frightened me," says Stein. "Hospitality public relations seemed glamorous and generally pays better, too." A major decision when moving into public relations is figuring out whether you want to work with a public relations firm or continue to work freelance. As a former writer, you might find that you have solid relationships with media colleagues and enjoy the freelance lifestyle. However, when just starting out, working with a firm is beneficial in a couple of ways: You'll be exposed to a large contact list and you are also able to learn from colleagues.

Know your P's and Q's
To be a great publicist, it helps to be a great writer. The amount of writing you do everyday comes as a surprise to people entering the field. Press releases, pitches, even emails, need to be concise, interesting, and full of information that will inspire writers and editors to cover your client. "The best thing about journalists making the jump to PR is that they know how an editor thinks," Lesley Balla, former dining editor of LA.com and now the writer and editor of the popular food blog Eater LA says. "If they're good, they know that an editor has little time and that a really honed pitch will get a response. If it's well-written, all the better." Most writers entering the field of public relations find that this element makes for a smooth transition and ultimately, one of the most satisfying parts of the job.

Communication is key
Some writers-turned-PR flack have a difficult time being able to talk to and relate to anyone. Writing is a solitary profession and making the transition to being a "people person" can be challenging. Using your background as a writer can often be an asset. "I had a better understanding of the editorial process and was better able to relate to the writers because of my low key approach, having what you might call a writer's personality more so than a PR personality," Emily Hoffman, former senior editor of publications at The James Beard Foundation says. Hospitality public relations involves dining out at your client's restaurant and attending culinary events with journalists on a regular basis. Being a former writer gives you a shared background that endears to writers you're pitching to you. "I found that coming from the editorial world gave me credibility in some journalists' eyes," says Stein. Another tip that works is finding a scintilla of commonality and expounding on your shared thoughts and feelings about that subject.

Learn the key players
Once you're comfortable with the basics of public relations, it's time to move on to the specifics. The first rule is learning the key players in the food and hospitality industry, and understanding how they will relate to your clients. The food and beverage industry is one with a long and juicy history. A good way to understand whom you're dealing with is to prep with some historical reading. Every chef has a mentor or someone he or she admires, and you should at least be able to recognize his or her name in a conversation. The best way to become an expert in the industry and its history is to read the top industry books. Some suggestions I've found helpful include The United States of Arugula by David Kamp, Garlic and Sapphires by Ruth Reichl, Setting the Table by Danny Meyer and Kitchen Confidential by Anthony Bourdain. Also, in this day and age, food blogs and Web sites are hugely popular and offer an excellent way to get the industry's inside scoop. These sites provide candid and personal insight not always found in editorial material. Some of the most informative sites are eater.com, eaterla.com, chowhound.com, johnmariani.com, epicurious.com, and The New York Times Frank Bruni's dinersjournal.blogs.nytimes.com. Also, most industry magazines such as Food & Wine, Bon Appétit, Saveur, and Gourmet have blogs and Web sites that are very informative.

Know the media
Writers know that the most important part of pitching a story is making sure you understand the scope and focus of the publication. Understanding the media comes from reading, noticing who writes and edits what, and discovering the tone and focus on the publication. This requires reading several issues of many publications and researching certain writers' or editors' past work. The more well-read you are, the more success you'll have with securing media placements. Becoming an expert in industry media and familiarizing yourself with the various nuances and differences in publications such as Food & Wine, Saveur, or Bon Appétit, will bring you instant credibility with food media. It is vital that you know the subtleties of such magazines. For instance, Bon Appétit focuses heavily on ingredients and cooking instruction where Saveur has a more human interest, story-telling approach to food writing. Knowing what sets publications apart from their counterparts will set you apart from other publicists.

An invaluable asset a writer has in making the transition to publicist is intimate knowledge of the media process. "Being a former editor created one more reference point for me with media," Stein says. "It generally means that you understand the editorial process and the importance of targeting your pitches to specific publications." One thing that makes achieving successful public relations campaigns easier is developing relationships with the writers and editors and meeting face to face regularly. Meeting in person often creates a sense of familiarity not found over email or the phone. "The difference between talking on the phone and meeting in person is that once you've met someone face to face, it adds a new depth to your relationship and they are more likely to listen when you pitch them a story," Hoffman says.

Now, eat and enjoy!
For a foodie, choosing to eat for a living and enter into the world of hospitality public relations can lead to a delicious life full of great meals, stimulating conversations, and eye-opening travels -- a career that satisfies both the palate and the soul. Bon appétit!

Rachel Mays holds a degree in communications from Stanford University and has worked in many aspects of the restaurant industry, both stateside and internationally, for the past 15 years. She is the co-founder of Bread & Butter Public Relations with offices in Los Angeles, California and Austin, Texas.