Nutrition & Foodservice Edge Magazine - July/August 2022 - 6

1 HR
CE
CBDM APPROVED
MANAGEMENT C ONNECTION
CREATIVE PR
STRATEGIES
FOR FOODSERVICE
OPERATIONS
BY CHRISSY CARROLL, MPH, RD
PUBLIC RELATIONS (PR) can be a powerful tool
for foodservice organizations. It allows you to build
relationships with customers, the media, and other key
stakeholders, as well as generate a positive reputation for
your facility.
WHAT IS PR?
According to the Public Relations Society of America, PR can
be defined as " A strategic communication process that builds
mutually beneficial relationships between organizations and
their publics. "
In other words, you utilize planned, intentional
communication to help the public better understand and
appreciate your organization.
Here are just a few benefits of an effective PR strategy:
* Improves public perception. Historically, noncommercial
foodservice programs have sometimes been criticized for
poor food quality or nutritional composition. These longheld
beliefs influence the way people feel about programs
today. But foodservice professionals like you have made
amazing strides in innovative and delicious meals! Positive
press helps convey that to the general public and changes
the perception about noncommercial food service.
* Raises awareness. Has your hospital started offering
catering for community meetings? Is your school
foodservice program utilizing local farms for fresh
produce? Does your university foodservice program
specialize in allergy-friendly meals? PR lets people know
these initiatives exist.
* Shines a positive light on your organization. We often
only hear news about local companies when there's a
negative experience. PR helps shift that, giving people a
positive viewpoint. It's proactive rather than reactive.
* Expands your network. By making connections with
local media contacts, you're also able to personally
expand your network. These relationships could lead to
valuable opportunities down the road.
HOW TO GET STARTED WITH PR
You'll want to start by checking if your organization
already has any policies or partnerships in place. For
example, your employer-the hospital, long-term care
facility, or school district-may already work with a public
relations company. If so, you may be able to collaborate
with that company to share your department's successes
and new projects.
If your employer doesn't currently work with a PR
company, you can implement some easy strategies on
your own. However, it's important to check if there are
policies in place for employees with regards to media
involvement.
Some companies prohibit employees from talking to
the press (though the legality of this practice has come
up for debate in recent years). Others have a specific
spokesperson or media relations department to handle all
public relations, and you'd need to coordinate with them
instead.
If your organization doesn't have policies in place to
prohibit employee involvement in media, and your
employer is open to starting a PR initiative, you can
6 NUTRITION & F OOD SER VICE EDGE | JULY-AUGUST 2022
Nutrition & Foodservice Edge Magazine - July/August 2022

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