Public Relations: The Essential Business Behind Essential Businesses

Traditionally, Public Relations has carried the unfortunate reputation of being an unnecessary add-on to a business. A PR professional was considered a flack, if you had money to pay for it -- great -- if you didn’t, no big deal. However, with the growing demand for consistent and effective communication during this pandemic, our business has shown its resilience and importance, now more than ever. 

As we have probably all done countless times in the weeks since this begun, a lot of us can often be found checking the social media pages of our favorite restaurants, bars, or coffee shops to see their current plans. Are they open? Do they offer delivery or pickup? Are they closed? Maybe closed for good? Can I donate to their employee relief fund? Are they giving back to their community? These questions are all effectively answered because of the power of the public relations team behind the curtain. 

I suddenly became the singular voice for many of my clients who run small businesses across the country. Due to their limited staff, I immediately had to disseminate info to media outlets and figure out a relatively uniform and straightforward approach to communicating with their guests. As a woman who lives her life with a carefree attitude (laissez les bons temps rouler, y’all!), I had to switch over to my more serious nature. I was faced with a new responsibility: crisis management.  

There’s only so much to reference as our world hasn’t seen a pandemic on this scale since the early 20th century. It’s also important to understand that this peculiar situation we’re in is very fluid and seems to dramatically change almost every day. With social media becoming more and more important in a world of isolation, how are restaurants able to reach their customers in a unifying way? We adapted our communication towards a virtual medium, through channels such as Facebook Live, Instagram Live, and other forms of digital Q&A. 

We don’t need to be rocket scientists to realize that communication is rapidly changing right now. But it’s very easy to slip into a mindless routine of scrolling through social media outlets or news channels without registering anything on an emotional level. The pitfalls of an oversaturated media world! I quickly realized how important humanity is right now. People need to put food on their table every night. People want to be reassured that things will be alright. We need to show that at the end of the day we’re all humans and we’re all in this together. For example, if restaurants are offering an employee relief fund, they need to know exactly how to promote that opportunity to their customers in a tasteful and impactful manner. This is exactly why public relations plays a crucial role. The fundamentals of this profession are based on the interconnection between people, whether that be positive or negative. We discover exactly what matters to the public and how we can link the greater media to certain businesses in order to provide what is needed. 

For David Guas of Bayou Bakery, Coffee Bar & Eatery - kids and families in his community needed access to free meals as a result of the mandated school shutdowns. At simoneink, we connected the local Arlington media and national press with David’s relief initiative in order to promote this rapid response to the greater populus. Having an effective communication approach ensured a streamlined way to provide food to those in need.

My hope is that when we are able to return to society, we carry on with some of these new habits. We keep up with our video calls with our relatives in far away places. We know how to differentiate between trustworthy and suspicious media. We continue to give back to our communities and those more in need. We support all of our amazing and loveable small businesses. And of course, we wash our damn hands!

Initiatives of Relief During The Ongoing Pandemic By Simoneink Clients

When the harsh reality of COVID-19 started to set in, the consciousness of the American people and the restaurant industry braced for impact. Many long-standing establishments across the country were forced to shut their doors, with no timeline or end in sight.  I can proudly say that several of my clients, restaurants, and chefs alike, took it upon themselves to use this unprecedented time to give back to their community and support their staff.

David Guas of Bayou Bakery, Coffee Bar & Eatery, closed down his restaurant and continued supplying the underserved kids, families, and military families affected by the local school closures with free, plant-based, home cooked meals. Guas enlisted the non-profit Real Food For Kids to partner with him on this initiative - “Chefs Feeding Families”. During the first week, Guas cooked up the New Orleans favorite, Red Beans and Rice, supplied by a trusted brand he grew up eating as a child, Camellia Beans. Guas continues to serve a variety of Camellia Beans each week. The goal with these meals is to ensure that any and all kids and their families are able to enjoy -- regardless of religious or dietary restrictions. An extra bonus to the cause is that neighborhood kids jumped in on the initiative and painted inspiring messages on traditional brown paper lunch bags. From smiley faces to rainbows and hearts – these bags send cheerful messages to the families receiving meals. These are Bayou Bakery’s #HappyBags. 

Tiffany MacIsaac and Alex Mudry-Till of Buttercream Bakeshop in Washington, DC launched their own pay-it-forward initiative titled #ButtercreamCares. Not only were guests able to continue to support small businesses, but they also had the opportunity to purchase delicious pastries and treats which were then delivered to local doctors, nurses, and other healthcare professionals who continually risk their lives on the frontline of this pandemic. Each sweet-filled care package was accompanied with a handwritten note to the respective healthcare professional, adding an extra layer of personal appreciation for these heroic individuals. 

#ButtercreamCares Delivery to Local Hospital

The Salt Line, from Long Shot Hospitality, drew inspiration from its backyard - Nationals Park -  for a creative relief fund supporting its employees. In honor of what would have been the Nationals Home Opener, the group organized a raffle with the help of Nationals star Ryan Zimmerman and Budweiser. For each $50 raffle ticket purchased, supporters received a signed Nationals t-shirt from Ryan Zimmerman and voucher for a free Budweiser at The Salt Line, as well as the chance to win prizes ranging from a Chef’s Dinner for 4 to a $500 happy hour tab. The Salt Line ownership team matched all funds raised up to $25,000. In just four days, $65,000 was raised for members of the The Salt Line staff family. Beyond this, Long Shot Hospitality remains committed to providing sustained support - from covering every employee’s health insurance throughout the shutdown to securing grants for additional funding to further aid employees. 

The Great American Restaurant Group [GAR], spearheaded by Patsy and Randy Norton, are committed to providing relief and recovery with special efforts dedicated to their GAR stars . Packages of grocery essentials are made available for pick-up twice a week for all employees displaced due to the current restrictions placed on restaurants. Additionally, GAR has launched a Community Kitchen wherein patrons can opt to donate meals for GAR to prepare and deliver to local caretakers and hospital workers. Last, but certainly not least - The Great American Restaurant Group has also created an Employee Relief Fund-- which has already surpassed $200,000. The Norton family is matching all donations two to one to maximize financial support. Great American Restaurants is dedicated to sharing support for the industry workers and delivery workers who are battling this fight on the front lines.  

Ralph Brennan of the Ralph Brennan Restaurant Group [RBRG] has historically supported the city he loves and the workers he employs. With the surge of COVID-19 cases rapidly multiplying in New Orleans, RBRG stepped up to the plate. Red Fish Grill, which was one of the first restaurants to reopen after Hurricane Katrina in 2005, is now offering Free Family Meals for its employees and their families-- regardless of their circumstances (these meals have already fed thousands of people!). Ralph’s On the Park is continuing operations with curbside pickup, family meal style. To maintain the spirit of New Orleans, something that is truthfully quite hard to suppress, all meals are in keeping with the authentic cuisine of the city. During the Lenten season the “Friday Night Fish Fry To Go” meals raised funds for the Louisiana Hospitality Foundation + Hospitality Industry Worker Crisis Grants. Patrons of RBRG are encouraged to purchase gift cards to their preferred restaurant of choice to support the staff as 25% of each card goes towards the staff relief fund. 

Family Meals Being Distributed at Red Fish Grill

Another New Orleans staple, Camellia Beans, donated meals to local hospitals and other healthcare industries around the Crescent City. They’ve also committed to supporting David Guas’ Chefs Feeding Families initiative by supplying the beans for the charitable meals. 

Camellia Beans Being Prepared for Chefs Feeding Families

Bluepoint Hospitality in Easton, Maryland is another group that is showing its dedication to the community, unwavering from its mission to take care of its people even during this ongoing pandemic. Paul Prager, Bluepoint Hospitality founder – has pledged that all of his 50 employees will remain gainfully employed throughout the pandemic. This is a commitment we have yet to see in many businesses both big and small, across the country. 

In times like these, it’s important to see that hospitality goes both ways. As someone who was affected by Hurricane Katrina, I can tell you firsthand that humility and kindness act as the fundamental pillars that keep us going. Not only do we owe our gratitude to all the healthcare professionals risking their lives for the cause but to the service workers who are also on the frontlines. If you’re able to, use this opportunity to purchase gift cards to your favorite local restaurants or bars - check their social media accounts and websites to see if there plans for other relief initiatives to help their staff or the local hospitals. Stay safe out there! 

#InThisTogether