This episode was recorded at Expo West! Shannon Gomes and I connected on linkedin and just decided to wing a podcast episode while I was there. We found a table early in the morning and just did an episode.
The world of Public Relations is something I’ve always been curious about. What do they do? How do they reach out to media outlets? These and many other questions are what I ask Shannon today.
So if you’re interested in public relations as a profession, be prepared for a crash course on the day in the life of one. Shannon’s 17 years plus of experience and knowing the in’s and out’s of the industry shines brightly in this interview.
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Show Notes
How do you feel about expo west?: I ran in here and found 5 people I knew. It’s just so cool to be here.
How do you navigate Expo West?: Expo West app… but carry a notebook too
The problem is that the booths you want to see are spread everywhere
What do you tell people in a sentence or less?; My job is to get clients in the press. At the end of the day, I’m a food storyteller.
Let’s talk about your company: I am an independent PR firm and live in California
In the agency, then in Williams Sonoma for 3 years. I really liked doing anything and represent who I want to represent
How do you go after clients?: I have goals on who to talk to. I have clients who I feel really strongly about. I reach out to them and use the power of linkedin
First have an in person coffee meeting
What makes you different?: I do everything from the intern to the executive. When clients hire me, they are getting me
How do you cold call?: You have to do your research and get to know the outlet
Can you give me an example of a session?: I craft 90 day plans. A 1 to two page word documents and add tactical and creative elements. Who are our targets and goals?
PR is a creative process and you just have to be very creative, unique. You’re pitching Ideas
“What are your dream outlets you’d want to be in?”
Wrong answers: Get me famous.
Right answers: I want to learn about you
Williams Sonoma Agrarian Line
We brought in these really cool makers and I had the media get to know these people
Harvest tour for my olive oil clients and have the master miller talk about olive oil
For towns: You don’t need to go into New York city to be on TV. You can do just as well as you target cities.
Birmingham Alabama. Tons of food outlets over there and people are moving from NYC there. There are a ton of magazines there
What is the most important skill you need for your job?: Be personable, authentic, be good at human relationship
Why Does Your Food job Rock?: I get to tell the stories of farmers
Trends and Technology: Rise and interest in Probiotics. I represented Farmhouse Culture and learned all about it there.
Proteins
Back to the basics
@goodfoodgomes Instagram account #kidsinthekitchen
My kids love Late July and there are brands like that.
Simply Fuel – probiotics
Bar in a bag
Customization
Just Date Syrup – Mejoule date syrup
What is the biggest challenge the food industry needs to face?: Rising above the marketplace noise. How do you rise above the competition? Best is storytelling.
Earned Media
Paid Media
Advertising
Instagram
Tip: Respond to people and respond quickly
What is something in the food industry you’d like to know more about?: The distribution channels and how things are packaged. These are the challenges my clients face. I come in when everything is developed
Who inspired you to get into food?: I was born in Sonoma County and it was all about food and wine
What’s your favorite quote, book or kitchen item?: Find something you are passionate about and keep on doing it
Was there any time where you didn’t feel passionate?: I used to be in tech PR and learned about tech storage. Not really passionate about it, but learned a lot about it
Storage World magazine
Natural Bay Area not Natural San Francisco
Brooklyn Food Stuff
Nashville Tennessee and New Orelans are the new foodie cities
What’s the best thing you ever ate?: A lot of food comes from Nostalgia
Any advice for anyone who wants to go into the public relations industry: Talk to people. You gotta learn the ropes
What would you want colleges to do to make people smarter?: bring in the people who are doing the work in the food world. One person might be inspired
Shannon@goodfoodpr.com @goodfoodgomes. Let’s connect!