I Introduction

II What You Need to Get Started
    Image
    Market Position
    Resources

III Doing your Marketing Public Relations
    Understanding Media Exposure
    Generating Positive Media Coverage
        Your Press Kit
        The Cover Letter
        The Press Release
    What Else Affects Your Press Coverage
        Communicating your Opinion
        Restaurant Critics
        Restaurant Location
        Desk-side Briefings

IV Communicating with the Media
    The Media List
    Relationship Building

V Beyond the Media: Marketing Your Restaurant
    Direct Mail
    Newsletter
    Internet Marketing
    Trade Shows and Organizations

VI What else is Needed Besides Media Exposure
    Events: Customer Events, Media Events, and More
    Media Exposure Beyond Traditional Publicity
    Travel Related Events
    Magazine On-premise Events
    Cause Marketing
    Advertising

VII How You Can Get the Most Out of Your Media Exposure
    What does it take to become a Food Media Resource
    Media Training
    Media Training, An Overview

VIII What Else Is There?
    Cooking Classes, On- and Off-premise
    Cooking Demonstrations
    The Culinary Alma Mater
    Customer Surveys
    What To Do In a Crisis

IX Writing Your Media Plan

X. Appendix I: How to Launch a New Restaurant

X1. Appendix II: RestaurantPR.com

XII. Appendix III: Glossary of Public Relations and Marketing Terms

XII1. Appendix IV: Cooking Schools

XIV: Appendix V: Oceana Press Kit