PR-Guidelines

Your guide for successful press work

1. Why should you become active yourself?

By reporting in the media…

  • …you are informing your target audience about your team/work and are placing your topics about food trends, right up to your planned menu. You position yourself as an expert in the industry and influence the public perception of your team.
  • …you can enhance media attention regarding your profession as a chef, inspire others about your work and the culinary profession and raise awareness about the IKA/Culinary Olympics (held in Germany).

2. Find the right print media

  • To specifically launch the information and reach your target audiences (e.g. restaurateurs, fans), you should select the media content that your target audience consumes:
    • (nationwide) trade or consumer magazines and online media, whose readers are interested in, inter alia: gastronomy, cooking, kitchen technology, nutrition, the culinary profession, recipes, food trends.
  • Research these media platforms via a keyword search on the Internet. Possible search terms: specialist or consumer magazines focusing on gastronomy / cooking / kitchen technology.

3. Use the digital media platforms

  • Use your topics to communicate regularly on your Facebook and Instagram accounts, on your homepage or in your newsletter.
    • Post information, tips and news there to get in touch with your target audience.

4. Tips for Facebook:

    • Manage the Facebook page by answering messages and comments quickly.
    • Tag your partners to increase reach.
    • Share other posts or videos, for example from the German Chefs’ Association, the Verband der Köche Deutschlands e. V. (VKD) (https://www.facebook.com/IKAOlympics/).

5. Create a press mailing list

  • If you have found the right media, find the right people to contact for your topics. Who releases posts on this? Check the contact details / masthead or call the editorial offices of the media company and get the contact details (full name, e-mail address and telephone number) of the relevant editors.
  • Write down names, addresses, e-mail addresses and telephone numbers in an Excel file.
  • You can send your press release to the complete mailing list via e-mail. Choose the title “Dear Editor”. In case of a bulk e-mail, be sure to set the contacts’ addresses in “bcc”.
  • Include theGerman Chefs’ Association (VKD) or IKA/Culinary Olympics in your press mailing list (koeche@vkd.com), as your topic can possibly be communicated via the newsletter or the content can be added to a planned report.

6. We have information that you can already send to the press

  • Heading
  • Text modules
    • The COUNTRY national culinary team is taking part in the 25th IKA/Culinary Olympics. On the XX (Restaurant of Nations) and XX February (Chef’s Table/IKA Buffet), the team will participate in the competition kitchen under team manager, first and last name. These competition days were determined in a draw held on 14th February 2019 at the New Castle in Stuttgart (Germany).
    • The biggest and oldest international culinary art exhibition will take place in Stuttgart from 14th to 19th February 2020 in conjunction with INTERGASTRA, the leading trade fair for hotels and restaurants. True to the Olympic motto #dabeiseinistalles (your participation is key), around 2,000 chefs and pastry chefs from more than 60 nations will compete against each other at the 25th IKA/Culinary Olympics.
    • For all those who would like to cheer on their team in situ, Messe Stuttgart (Stuttgart fairgrounds) offers a relaxed travel booking to the biggest and oldest international culinary art exhibition in cooperation with Travelpoint – an exclusive service for all who want to experience their team live in Stuttgart. Fans will be able to cheer on and support their culinary teams, and also buy tickets for international menus. Further information on the exclusive travel booking is available via ckadi@travelpoint.de
  • Text modules about the most important organisations

About the IKA/Culinary Olympics

The IKA/Culinary Olympics, the oldest and largest international culinary art exhibition, will take place in 2020 in conjunction with INTERGASTRA in Stuttgart for the first time. Around 2,000 chefs and pastry chefs from more than 60 nations compete against each other and show their cooking creations. In fair competition, new culinary trends have been created for 100 years. The German Chefs’ Association, Verband der Köche Deutschlands e. V. (VKD), is already busy organising the 2020 international team competition. It will be the 25th edition.

About the Verband der Köche Deutschlands e. V. (VKD), the German Chefs’ Association

The German Chefs’ Association, Verband der Köche Deutschlands e. V. (VKD), is the patron of the IKA/Culinary Olympics and organises the competition. With approximately 9,000 members, the German Chefs’ Association (VKD) is the largest association of chefs in the Federal Republic of Germany. This community is the foundation for the professional development of the members and for the future of the profession. The German Chefs’ Association (VKD) shares a passion for cooking and the culinary profession. It is the point of contact for all cookery topics and supports its members in every professional aspect.

About INTERGASTRA

The INTERGASTRA in Stuttgart is the leading trade fair for the hotel and catering industry. More than 1,400 national and international exhibitors presented their wide range of products at the INTERGASTRA 2018 in the fields of kitchen technology, food, ambience and equipment for hotels and restaurants, services, drinks and coffee. Covering 115,000 m2, the exhibition attracted about 100,000 visitors from 70 countries who informed themselves about the latest products, trends and cutting-edge ideas. INTERGASTRA regularly takes place at the Stuttgart trade fair in conjunction with the GELATISSIMO, the largest trade fair for the artisanal production of ice cream north of the Alps.

 

  • For Facebook
    • On the XX and XX February 2020 we are in the competition kitchen. Book your trip to Stuttgart now and support us from 14th to 19th February 2020 on the way to victory. Let’s bring the Olympic victory to our COUNTRY together!
    • Our travel tip: In cooperation with Travelpoint, Messe Stuttgart (Stuttgart fairgrounds) offers an exclusive service for all fans of the IKA/Culinary Olympics. Just contact Chris Kadi of Travelpoint: ckadi@travelpoint.de – she will be pleased to assist you with any travel arrangements.
    • Our recommendation for anyone who can hardly wait for the oldest and largest international culinary art exhibition: become a fan of the IKA/Chefs’ Olympics on Facebook and stay up to date!

7. Which messages are relevant to your press release?

  • Basically, a message is useful when it reveals something
    • New
    • Newsworthy
    • Exceptional
    • Original
    • or something of general use or interest;
    • for example: food trends, professional image of the chef, menu ingredients, your menu for the IKA/Culinary Olympics, dress rehearsal, etc.

The theme should add value to both the journalist and potential readers, and make you curious. This includes:

  • Upcoming events and activities: for example, use the visit of a celebrity, the upcoming training camp or the next competition for your press work.
    • Invite journalists to events in your country.
    • Inform the press about your planned event well in advance.
    • Send a report after the event in order to also inform those journalists who were not there.
  • Special news: as an example, communicate a change in the team, awards, special kitchen tips or your ranking at the IKA/Culinary Olympics.
    • To do this, write a press release and send it to the appropriate journalists.

8. What does a good press release look like?

The press release is the most widely used tool in public relations. It provides journalists with information (text and image) on a specific topic and asks them for an editorial contribution.

How to proceed:

  • Short, snappy headline which immediately portrays the topic.
  • Short introduction in which the most important aspects are summarised.
  • Answer the “Key Questions”:
    • Who? (Company or person)
    • What? (Event, occurrences)
    • How? (Procedure, schedule)
    • Where? (Place)
    • When? (Time)
  • Do not arrange your text chronologically, but: List the most important thing first, then add details and more background information.
  • Why (Reason)
  • Reader-friendly: Use short, clear and understandable words. Avoid or explain foreign words, abbreviations and technical terms.
  • To remain objective: Do not write from the ego or we perspective.
  • No Ads: Avoid text with promotional character and self-praise. You should refrain from using phrases like “unique” or “great”.
  • Names and Quotes: Name the first and last name and the position (without prefixing Mrs / Ms or Mr). In the second entry, the surname and last name of the person will suffice.
  • Entertainment & Incentives: Use examples, pictures and comparisons, questions, quotes, anecdotes.
  • You are the sender: Place your logo in the header of the file and put your contact details (contact person, telephone number, address and e-mail address) under the press release.
  • Proof the text for completeness and spelling.
  • Give the text file a meaningful name (“Theme.doc”)

Note: Your text is usually not printed word for word. The journalist has the right to rewrite, shorten or add details to the communication.


9. Include pictures

  • Pictures arouse interest. Use pictures that portray the subject of your coverage (at a competition, at an awards ceremony, in the kitchen, from the quote maker).
  • Name the photo files and pay attention to the resolution and dimensions: 300 dpi, 10×15 cm. The files should not be too large if you send them by e-mail. A tip for sending large files: https://wetransfer.com/

Important: Find out about copyright laws in your country and, if necessary, provide the image source (who created the image and who holds the copyrights to it?), or make sure that the people depicted have agreed to a publication.


10. Send the press release:

  • Design a short e-mail cover letter to the editors by reviewing your topic.
  • Include the press release as a doc in the attachment to your e-mail. Instruct the recipients to refer to the attached message for more information. Indicate that you are available for inquiries.
  • Put the receivers in Bcc.
  • Insert the headline of your press release as the subject.
  • Send the press release in due time (before the event) so that there is a chance to publish it. The lead time depends on how often the medium appears e.g. 7 to 10 days in advance for daily newspapers.
  • A follow-up report should be sent as soon as possible after the event – preferably the day after.
  • In case of publication, ask the editors for a specimen copy.

11. What else you can do for your press work

The press request

  • If the editors contact you with a request, then you answer them promptly.
  • If it concerns overarching, global topics about the IKA/Culinary Olympics, please contact the German Chefs Association koeche@vkd.com, +49 69 630006-0.

12. The press briefing

  • Invite the journalists on site to give them a better idea of your work or upcoming events.
    • You get to know media representatives better with a personal interview and can thus establish and maintain contacts.
    • Position yourself as an expert on the topic of cooking / kitchen / gastronomy with the respective journalist. At best, they will contact you if they are looking for information.
    • During the interview, you should therefore also provide the journalist with background information and answer their questions.

13. Link list

#IKA2020 #takingpartiseverything

Website IKA/Olympiade der Köche www.olympiade-der-koeche.com
IKA-Facebook @IKAolympics https://www.facebook.com/IKAOlympics/
IKA-Instagram @IKAolympics https://www.instagram.com/ikaolympics/
Verband der Köche Deutschlands e. V., the German Chefs’ Association www.vkd.com
VKD-Facebook @vkdcom https://www.facebook.com/VKDcom/
VKD Instagram @vkd.insta https://www.instagram.com/vkd.insta/
Website Intergastra www.messe-stuttgart.de/intergastra/
Intergastra Facebook @intergastra www.facebook.com/INTERGASTRA/
Website Messe Stuttgart www.messe-stuttgart.de/
Facebook Messe Stuttgart @MesseStuttgart www.facebook.com/MesseStuttgart/
Dehoga Baden-Württemberg https://www.dehogabw.de
Facebook Dehoga Baden-Württemberg @dehogabw https://www.facebook.com/dehogabw/

 

Travelpoint: Mrs Chris Kadi, Tel.: +49 7131 888 4 888, E-mail: ckadi@travelpoint.de, www.travelpoint.de

 

 

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