Restaurant public relations (PR) can often feel like a mysterious art. Is it about getting your name in the news? Telling a compelling story? Or simply riding the wave of trends? According to Shari Bayer—author, podcast host, and food industry publicist with over 20 years of experience—it’s a little of all that and more.
Shari, founder of Bayer PR and host of All in the Industry on Heritage Radio, shared valuable insights on restaurant PR during her recent appearance on The meez Podcast. Here are her expert tips for navigating PR in the hospitality industry.
A Career Rooted in Hospitality
Shari’s journey began as a Miami teenager working as a hostess, igniting her lifelong love for restaurants. After earning a liberal arts degree from the University of Michigan, she followed her culinary curiosity to Chicago, where she attended cooking school and worked at Charlie Trotter's—one of the city's most acclaimed fine dining establishments.
But it wasn’t until a move to New York City and an internship at Food Arts Magazine that Shari’s trajectory became clear.
Her stint at a PR firm in 2000 introduced her to the world of restaurant public relations. As Shari explains, she learned PR on the job, working with industry giants like Todd English and Bobby Flay and overseeing openings for iconic spots like Sushi Samba and Tao.
By 2003, Shari founded Bayer Public Relations, a boutique agency dedicated to helping chefs and restaurants share their stories.
Beyond PR: The Voice of the Industry
Shari’s work in PR naturally led her to launch the podcast All in the Industry in 2014, a platform celebrating the often unsung behind-the-scenes talents of hospitality. Over the years, she’s interviewed luminaries like Danny Meyer, Massimo Bottura, and Ruth Reichl, creating a rich archive of insights from the industry’s brightest minds.
The podcast also laid the foundation for her book Chefwise, published in 2023. Described as a “culinary Tribe of Mentors,” the book compiles life lessons and advice from 117 of the world’s top chefs. It’s an inspiring read for anyone passionate about food and leadership, offering a glimpse into the wisdom that powers some of the globe’s best kitchens.
Tips on Navigating Restaurant PR in the Digital Age
The rise of social media has dramatically shifted the PR landscape, offering more outlets for storytelling but also demanding faster turnaround times. While traditional media requires long lead times, Shari notes that today’s online media can be almost instantaneous.
Here are 4 tips on managing Restaurant PR successfully:
1. PR is a Partnership, Not a Magic Wand
One of the most common misconceptions about restaurant and hospitality PR is the belief that hiring a publicist automatically guarantees media coverage.
As Shari points out, PR professionals are storytellers and amplifiers, not miracle workers. Their role is to act as the bridge between the client and the media, and success depends on a collaborative effort and a clear, shared vision.
In other words, it’s the chef or restaurateur who must craft compelling stories or introduce innovative ideas. The publicist's job is to ensure those stories are heard by the right audience.
“You create fires, and PR throws gasoline on them.”
2. Understand Exactly what PR is
Shari takes pride in helping restaurant owners understand the true nature of public relations.
She explains that restaurant PR is fundamentally about building and maintaining relationships—between the publicist, the client, and the media. The key is to work with someone who deeply understands your brand and can authentically convey your story.
By fostering trust and collaboration with your publicist, you empower them to communicate your vision effectively and make meaningful connections on your behalf.
“The best PR comes from someone who knows you well and can represent you with authenticity.,”
3. Storytelling is Key
Restaurant PR is rooted in storytelling. To succeed, chefs and restaurateurs must offer something newsworthy, whether it’s a unique concept, an innovative dish, a special event, or an inspiring backstory.
When you first open, you’re considered "new" for a day, a week, or even an hour, but within a few weeks, the media shifts its attention to the next new thing.
It’s essential to capture this fleeting window of opportunity with a strong PR push early on. In general, media attention is strongest when you’re brand new.
“Publicists often talk about storytelling. It would help if you had something to talk about—something newsworthy. The word ‘new’ is key.”
4, Invest in Professional Assets at the Right Time
When should you bring PR into the picture? For new restaurant openings, Shari suggests starting PR efforts four to six weeks before launch. This gives time to create the right materials.
Before launching a PR campaign, ensure you have high-quality assets:
- Photos: Professional images of your food, venue, and team are essential.
- Press Materials: A clear, concise press release that highlights your unique value proposition.
- Brand Identity: A defined concept or story that sets you apart from competitors.
With these in place, your publicist will have the tools they need to tell your story effectively.
Not all restaurant PR campaigns are created equal either. Shari also differentiates between short-term press—such as the buzz around a new opening—and long-term brand-building efforts.
For new openings, the focus is on creating immediate excitement. However, for long-term success, chefs and restaurateurs must consistently provide new stories, events, or updates to stay relevant in the public eye.
Conclusion: Restaurant PR is a Strategic Investment
PR isn’t just about getting featured in magazines or trending on social media. It’s about strategically telling your story, building relationships, and amplifying your unique value.
As Shari’s 20-year career demonstrates, PR is most effective when it’s approached as a partnership. With clear goals, a compelling narrative, and a strong collaborative spirit, chefs and restaurateurs can leverage PR to not only make headlines but also build lasting connections with their audience.
Want more insights from industry leaders? Listen to our full conversation with Shari Bayer on The meez Podcast.
