ELECTRONIC HOUSE CALL - May 7, 2004

It seems like we have been constantly on the move for the past couple of weeks. Seeing new sights and meeting new people is certainly enlightening ... but not always relaxing. This week we slow it down a bit.

Got a Lemon? Make Lemonade!
When your next big emergency (fire, food poisoning and such) comes up, make it into a PR opportunity instead of a PR disaster -- turn 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. Get to know the 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.

Bonjour, Mes Amis
After a couple of days in the chateau country, we head south to the Dordogne region where we have rented a house by the river for the rest of the week. We will take day trips from there ... unless we feel like just hanging out and continuing our wine research!

See what I've been doing while you were working!

The Perpetual Question
What did you learn from your staff today?

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