How to Gain the Attention of Local Media: A Guide for Pizzeria and Independent Restaurant Owners

Published: Febuary 9, 2025

For small restaurant owners, gaining the attention of local media can be a game-changer. From print to radio, TV, food bloggers, and influencers, media coverage can elevate your restaurant’s profile and attract new customers. One powerful way to capture media interest is through cause marketing—highlighting your community outreach efforts. This guide will show you how to promote your restaurant effectively and advocate for yourself with the local media.

The Power of Cause Marketing

Cause marketing—partnering with charitable organizations or supporting local causes—is an effective strategy to drive restaurant traffic and foster customer loyalty. Here’s why:

Attracting Socially Responsible Customers: Many diners prefer businesses that positively impact their community.
Building Brand Loyalty: Supporting causes your customers care about deepens their connection with your brand^.
Differentiating from Competitors: Highlighting your community involvement sets you apart.

Framing Your Community Outreach for Media Attention

Philanthropy resonates with local media, but you have to know how to tell your story. Developing a compelling narrative is key to getting their attention. Some things to consider:

Share why community involvement matters to you.
Highlight specific organizations or events you’ve supported and your personal motivations behind the charity work.
Focus on activities that stand out, such as hosting fundraisers, organizing charity dinners, or providing meals to frontline workers. Events tied to widely recognized causes or unique community needs are particularly compelling to media outlets.
Emphasize partnerships with local schools, shelters or nonprofits that align with your brand’s values and demonstrate long-term commitment.
Quantify your impact (e.g., “We donated 500 pizzas last year”). Share the direct impact on the beneficiaries if appropriate and permissible.
Capture high-quality photos and videos of your team in action (e.g., preparing meals for the charity or hosting an event)

Building Relationships with Local Media

Connecting with the right journalists and influencers is key to gaining coverage.

Research Relevant Contacts

Identify reporters, bloggers and producers who cover food and hospitality in local newspapers, magazines, TV, and radio stations and create a database with their contact details.

Check out the food, hospitality, entertainment, or community section of media websites to see who is reporting on stories like yours.
Check social media as well. Friend or follow them, and if you cannot find their contact information on their website, send them a message on social media asking for their email address. Let them know you want to keep them informed of news and events at your restaurant.
Download the local media apps and turn on notifications for food and community stories.
When you see an article or hear a story about local businesses, especially restaurants, take note of the reporter or writer.
For TV, watch the local news to identify segments where your story might be a fit. Look for the producer’s contact info online.

Attend Local Events

Network at tastings, fairs, and community events where media are likely to be present.

Invite Media to Dine

Offer complimentary meals or exclusive experiences to introduce them to your restaurant. Remember, this gesture isn’t transactional — coverage isn’t guaranteed, but it’s a great way to build relationships.

Crafting Effective Press Materials

Professional press materials make it easier for media to feature your story.

Download our Press Release Template and Media Alert Template to get started.

Press Release is a detailed, formal announcement meant to provide journalists with all the information needed to cover a story. It is used to share news, such as partnerships, awards, openings, or other important updates. It is formal, factual and objective.

Media Alert is a brief, concise document used to notify the media about an upcoming event. It is designed to grab attention quickly and encourage journalists to attend or report on the event. It is more informal and much shorter than a press release and focuses only on the key details of “who, what, when, where, why and how”.

Follow-Up and Promotion

Once you’ve secured media coverage, share the article or story on all your social media channels. Additionally, share links to the coverage on your website and in your customer newsletter, if you have one. Be sure to thank the journalist or blogger and continue nurturing the relationship.

Be Persistent and Authentic

Promoting your restaurant and advocating for yourself requires persistence and authenticity. Be genuine in your outreach efforts and consistent in sharing newsworthy updates. With time and effort, you’ll build a strong reputation with both your customers and the local media.

If you’ve entered the Great Pizza Give Back sponsored by Hillshire Farm^® brand because of the community outreach work you’re already doing, then you’re ready to follow these steps and start getting media exposure for your restaurant right now.