ELECTRONIC HOUSE CALL - June 14, 1998

GOT A LEMON? MAKE LEMONADE!
When your next big emergency (fire, food poisoning and such) comes up, make it into a PR opportunity rather than a PR disaster by turning the event into a "how a small business is coping with a major disaster" story rather than having it be an epitaph.

You have to do your thinking beforehand, however. Make friends with key people in your local media, keep in touch with them on a regular basis, develop a plan in the event of a disaster and keep your contact file readily available. If "the big one" hits you, call the media as soon as possible and give them the alternative angle on the story. Use your specific case as the primary example and broaden the scope enough to provide a hook (and keep it from looking like a fluff piece.)

Did you have a reported case of foodborne illness? Talk about the number of food-related illnesses reported in your area in the last year, noting what a small percentage were in public restaurants. Then talk about how you tracked down the problem, the safeguards that are or were put in place and how the consumer can guard against this sort of problem at home.

Had a fire? Talk about how your guests rallied to your cause, the outpouring of help and goodwill from the community, the history of the restaurant, your struggles to make a small business successful, your awards and honors over the years, how you plan to pull yourself back out of the ashes, and the like.

Whatever you do, be proactive. Do not sit quietly hoping that it will all blow over (it won't), don't miss the chance to gain free media space and don't waste any time feeling sorry for yourself. Get busy! It will also keep you from becoming reactive and put a positive spin on what would otherwise be a negative situation.

WHAT ARE YOUR PET PEEVES?
I will probably write "More Restaurant Basics" this summer as a followup to my first book (which continues to sell very well in hardcover, thank you.) If you have any favorite pet peeves about restaurants or a "I can't believe someone did this/said this" story, please send it along. If I use it, I will give you credit and send you a free copy of the book when it comes out.

HOT ITEM OF THE WEEK
Rotisserie-cooked pork prime rib at the Mangey Moose in Teton Village, WY. Served as a double cut with a cherry sauce and garlic mashed potatoes. Superb! I am also seeing variations on a Chinese Chicken Salad appearing on a lot of menus.

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