This week, Paul Kamon chats with public relations specialist, Tiffany Soper (of the Bins, Fuel, Aurora Bistro).
Urban Diner: How did you get involved in the restaurant PR business?
Tiffany Soper: I have been working in the restaurant industry since I graduated from High School in 1996. My first job was at the Beach Side Café in West Vancouver. Mark Davidson, the Sommelier and General Manager at the time, demonstrated a passion for food and wine that was totally contagious – I was hooked! After traveling to Australia and Japan in 1998-1999, I continued to work in hospitality part time while I studied business at college and university. I studied Business Administration at Capilano College and then completed my Bachelor of Commerce degree at Royal Roads University in 2002. Unlike many of my fellow RRU graduates, I chose not to pursue a career in finance, accounting or management. Instead, I chose the more social and creative profession of restaurant PR that better matched my personality. I felt fortunate to land a job right away as an assistant at Alexander Ink, a small, Vancouver-based company that specializes in Restaurant PR. After working there for over two years, I felt called to “stretch my wings”. I knew that I had gained some very valuable experience and was ready for the next step in my career. I looked into pursuing a position at a larger PR firm or corporation, but instead felt confident and capable enough to start my own PR Company. Although it was a big and somewhat scary step to take at the time, on reflection it was one of the better career decisions I have made thus far!
UD: How is restaurant PR different than other industries?
TS: Well, it’s definitely more social than most industries and the perks are great. There is a lot of dining, food and wine events, restaurant openings and new and exciting things happening all the time. I appreciate being able to work with incredibly talented and creative people that have greatly influenced me through their strong passion for their work. Their encouragement and support has been inspiring. I couldn’t imagine working in crisis management for the government or corporate technology communications – I would be so bored!
UD: What is an important detail for a PR professional to remember that is often forgotten?
TS: It’s so important to keep a healthy work-life balance. In restaurant PR, your work schedule is often hectic and all over the place. It’s also quite common to be out several nights a week for work dinners and at events. I think it’s very important to maintain a healthy balance of eating right, exercising regularly, and having some social life outside work. At least for me, it’s what kept me going.
UD: In your experience, what are the three keys that lead to PR success?
TS: 1. Do your homework. It is crucial that you know the product that you are promoting or company that you are representing – inside and out. You must always be ready to answer every media question, respond to any inquiry in a timely manner, and come up with tailored story pitches and fun facts that will make your clients stand out from the rest.
2. Focus on quality, not quantity. Only work to promote a company or product that you truly believe in, and don’t get caught up in taking on too much work where you can no longer give 100%+ to each and every client.
3. Build good relationships. You can have all the contacts in the world, but it’s the relationships you have with your clients, media contacts and business associates that will help you be successful in your work.
UD: What will be the greatest challenge for Vancouver restaurants during the Olympics?
TS: The 2010 Olympics is likely the biggest event to hit Vancouver since Expo 1986. The world will be watching and many, many people will come to see what we’re all about. It is Vancouver’s opportunity to showcase our fabulous restaurants and vibrant dining scene to the world. In my opinion, we need to take advantage of this amazing opportunity! I think that Vancouver restaurants will need to prepare to manage the incredible volume of people that will be visiting the city during these special two weeks, plus before and afterwards, as this will be our chance to show our visitors why Vancouver is Canada’s best culinary destination.
UD: In regards to Vancouver’s dining scene, what is our greatest strength and our greatest weakness?
TS: Our greatest strength is the incredible diversity of cuisine that is available in Vancouver. Our biggest weakness is the strict liquor laws and licensing regulations, we need more flexibility here – and more late night dining options to help improve Vancouver’s nightlife.
UD: What is the biggest challenge you have faced since you started your own PR company?
TS: Being my own boss and all the responsibility that goes along with owning and operating my own business. I am the only one accountable to get the job done, and I work from a home office, so my challenge is to eliminate or control the inevitable distractions faced by most home-based business people. I feel most fortunate to partner with Tanis Tsisserev from T2 Communications on a few accounts. She is one of the best PR gals in town, and has taught me some extremely valuable business practices, systems and tools that have helped me to build my business to what it is today.
UD: What is one of your favourite dishes to eat when you go out?
TS: I love sushi, and I have to say my favourite sushi dish is the spicy tuna roll at Blue Water Café in Yaletown.
UD: What is one of your favourite drinks when you go out?
TS: Grey Goose vodka martini, extra dirty with extra olives. Delish!
UD: What 3 restaurants would you recommend, other than ones that you represent?
TS: 1. Quattro on Fourth – I love the room and the service is always great. You have to try the Radicchio Wrapped Bocconcini and the Spaghetti Quattro pasta.
2. Banana Leaf – although I always sound completely ridiculous when I order because I can’t pronounce it right, but I can’t get enough of the Nyonya Curry Chicken, with an extra order of Roti Bread, of course.
3. Sun Sui Wah – the Peking Duck is soooo delicious!
