SERVICES
COOKBOOK PUBLIC RELATIONS
YC Media offers senior-level, budget-conscious marketing programs. Its focus is on a few books a season, creating unique campaigns tailored to the specific needs of each project.
Scope of Services
Marketing/publicity plan approved by Client before campaign begins including target markets and strategies for reaching those markets.
Long lead media solicitation with galley mailing and cover letter targeted to national and regional magazines and national television producers.
Press kits including press release, cover letter, author bio, recipes, sample questions, written and produced subject to budgets and approval of Publisher.
Full service book tours including all mailings, follow-up, travel arrangements and scheduling of personal appearances (coordination with sales force if necessary).
Event planning, including launch parties, venue, menu development, invitations, and rsvp’s.
Pitching and scheduling national television and radio appearances.
Mailing and follow-up to newspaper food editors and appropriate book reviewers.
Weekly status reports including expense projections.
Direct mail campaigns
Cooking school tours
Securing strategic partners
Sell-in strategies including sales kit production and book positioning
Please download our Media Training brochure in PDF format for full details.
From helping The McCormick Spice Company with their special project needs to working with Aidells Sausage Company on promoting their products and owner, YC Media has the experience, contacts and enthusiasm to help get your brand into the headlines.
YC Media can:
Create a press kit that offers journalists information they can use, while highlighting your brand messages.
Write anything from press releases for syndication and seasonal pitch letters to talking points and speeches for brand principals.
Identify possible brand spokespeople followed by the creation and execution of a media-focused national tour.
Set up desk-side-chats for brand principals with the top national food editors.
Launch new products on a local and national level.
Create media-worthy events including contests, fundraisers and tastings.
Media train your spokespeople or principals to maximize their comfort level with brand message points.
YC Media represents a number of food television shows including the award-nominated, PBS series "Lidia’s Italian-American Kitchen." YC Media develops campaigns that focus on the local and national media outlets. Press kit development, media tours, phoner campaigns, print outreach and satellite media tours are a selection of tools YC Media employs to drive tune-in and increase viewership.
Whether you are a chef who wants to break on to the national media scene, or you need a few local television appearances to add to your reel, or want to generate some buzz about you before going to publishers with a cookbook proposal, YC Media will create and execute a 2-3 month publicity campaign to help you achieve your goals.
Depending on your professional goals, YC Media
will work with you to:
Create a bio and one-page press release about you that will generate media interviews on both a local and national level.
Introduce (or re-introduce) you to the national media by tapping into our professional contacts to set up "desk-side-chats" with some of the biggest food editors in the business, national television appearances, as well as interviews with the top local New York City journalists.
Arrange teaching opportunities for you at some of the leading culinary schools in the country in markets ranging from New York City and San Francisco to Dallas and Los Angeles.
Increase visibility in your hometown by setting up local television, print and radio interviews.
OUR RESTAURANT PUBLIC RELATIONS PHILOSOPHY
Our business is not dependent on restaurants, which means we don't have a stable of clients competing for the same media coverage.
Our core clients are cookbook authors, which means we are communicating with the same journalists that cover restaurants (locally and nationally) but we are not hitting our contacts up for story after story.
We only take on restaurants that are about to launch. We develop a 3-5 month campaign for the client, covering everything from creating the press materials to arranging preview dinners for industry people and journalists to coordinating the launch party to securing review coverage in the media.
At the conclusion of the 3-5 month campaign, we work closely with the restaurant team to create a turnkey public relations and marketing strategy that can be coordinated internally.
We only take on restaurants that we believe can get the reviews and coverage necessary to make it worth hiring an outside public relations professional.
In this competitive marketplace where everyone it seems has a catch phrase, it is more important than ever to create your own personal brand. What do you stand for? What is it about you that would work for a cookbook? What about your product can we distill into a few key phrases, a graphic logo, a voice that will speak to your consumers?
YC Media has worked with a wide range of personalities and products in the culinary world to help them define their brand. Chef Walter Scheib, former White House Chef came to us to work with him to guide him on the road to his next endeavor. A Japanese company came to YC Media to create a brand identity for their popular sweet pastry company before launching in the US. The result of our efforts was Beard Papa Cream Puffs now two stores in Manhattan on the cusp of going national. Annabel Karmel, a superstar in the UK, hired us to help translate her very British brand into something Americans will fall in love with.
Our branding campaign for you can include everything from defining who you are as a culinary personality and the creation of an umbrella concept to working with designers on a logo for you or your product and conceiving of products and other brand extensions.
