LFTFL: Protecting Your Brand - Navigating the New Media Landscape

In today's media landscape, the old rules no longer apply. Reporters are increasingly going straight to employees, bypassing owners and managers, to gather information—sometimes with unintended consequences. And in the age of social media, every employee has the potential to be a public voice for your brand, whether they realize it or not. This new reality makes comprehensive media training not just a "nice-to-have" for restaurant owners, but a must-have for all levels of your team, from the host at the door to the line cook in the kitchen.

For this month's LFTL we had a great conversation with Nycci Nellis, respected DC food, wine, and hospitality journalist, host of Industry Night Podcast & Foodie and Beast Radio Show, and creator of The List Are You On It. Nycci shared insights on how to equip your staff to handle media interactions effectively, protect your business, control your narrative, and understand the implications of their words and actions, both online and offline. Efficiently using your media and marketing budget is key, and setting clear expectations that prioritize effectiveness and minimize costly damage control is a great way to do it.

Read on for some of Nycci's great insights.

Harmony: Given that employees can now easily become public voices for a brand, what are some proactive steps restaurant owners can take to foster a culture of responsible social media use among their staff?

The best way to create a culture of responsible social media use is to prioritize education — and then reinforce it again and again. Restaurant owners and leadership must clearly outline their expectations for social media behavior. Establishing a well-defined social media policy is essential, providing clear guidelines on what’s appropriate to share, the tone, and the importance of respecting colleagues, guests, and confidentiality.

In addition to formal policies, hosting regular conversations is crucial. Media trends evolve quickly, and frequent team meetings where leadership shares best practices keeps staff both informed and engaged. 

Lastly, empowering staff to become positive brand ambassadors can be incredibly effective. Encouraging employees to highlight positive moments — such as team achievements, special events, or new menu items — allows them to participate in promoting the restaurant while respecting clear boundaries. Fostering an environment where these conversations are routine is encouraging rather than restrictive. At the end of the day, it is up to management to create the culture.

Harmony: Beyond formal media training, what informal strategies can owners use to reinforce best practices for interacting with media, both traditional and social?  Do you recommend different strategies for salaried vs hourly employees?

First and foremost, formal media training is incredibly valuable and anyone who is forward facing for a business should engage a professional to learn the tricks of the trade. Post that education, ongoing informal reinforcement is key to ensuring best practices become second nature. Owners/managers should lead by example, modeling the behavior they expect from their team — whether that’s responding to online reviews, interacting with guests, or engaging with the media.

I love the idea of identifying "media champions" within the team, they can also be highly effective as trusted staff who excel at communication and can assist in setting the tone.

Simply incorporating brief reminders during pre-shift meetings is a great way to reinforce appropriate language, guest interactions, and social media etiquette.

When tailoring strategies for salaried versus hourly employees, it’s important to focus on role-based communication guidance. Front of the house staff may require more coaching on media engagement and influencer interactions, while back of the house might benefit more from clear guidelines on social media dos and don’ts. Combine these strategies and cultivate a team that confidently represents the brand.

Harmony: How can restaurant owners balance the need for employee self-expression on social media with the need to protect the brand's reputation and control the narrative? Are there specific guidelines or policies you recommend?

Striking a balance between employee self-expression and protecting a restaurant's brand requires clear boundaries that don't stifle individuality. As I stated above, encouraging staff to share positive experiences — such as memorable guest interactions, favorite dishes, or behind-the-scenes moments — helps promote the restaurant without exposing internal issues.

It's equally important to define "off-limits" topics, such as confidential business details, negative customer interactions, or controversial subjects that could harm the brand’s reputation. I am in full favor of establishing an official spokesperson for all media inquiries or crisis responses. Consistency is everything.

Harmony: In a crisis situation, what is the most effective way to ensure consistent messaging across all platforms, especially when employees might be sharing information independently?

In a crisis, maintaining clear messaging is crucial — and it requires an all-hands-on-deck approach where every team member understands their role. To avoid confusion, it's essential to designate a spokesperson (or small team) responsible for addressing media inquiries and making public statements. Every team member should be made fully aware that only this designated individual(s) is authorized to speak on the restaurant's behalf.

Providing staff with clear talking points ensures that if they’re asked about the situation, they can respond honestly. Establishing a chain of command is equally important — every team member must know exactly who to direct media inquiries to, whether that’s a manager, PR rep, or owner. 

Additionally, assign someone to monitor social media to track conversations and correct misinformation. Preparation is key! Establish these protocols in advance to minimize panic and maintain control of the narrative.

Harmony: How can restaurant owners measure the ROI of media training? What are the key metrics they should track to determine if their investment is paying off in terms of protecting their brand and enhancing their reputation?

Measuring the ROI of media training involves tracking both preventive success and positive outcomes. A well-trained team should lead to less negative press, as they are better equipped to manage challenging situations proactively. Improved online reviews on platforms like Google, Yelp, and OpenTable can also reflect stronger guest interactions and better communication.

Positive media coverage that highlights your restaurant  is another key indicator that your team is effectively representing your brand. Ultimately, media training isn’t just about damage control — it’s about equipping your staff to tell your restaurant’s story in the best possible way.

Harmony: Now that the staff is trained, what are some great ways for restaurants and bars to invest marketing dollars this year? What do you see on the horizon?

With a well-trained team in place, your marketing efforts should focus on creating memorable experiences. Partnering with trusted local influencers can promote your brand, while experiential dining — like pop-up dinners, themed nights, or chef collabs — keeps it exciting.

Investing in short-form video content can be a  powerful way to showcase your business. Do not forget the value of loyalty or VIP programs that reward repeat customers. I am also a fan of cause-driven campaigns that highlight partnerships with local charities. Who doesn’t love supporting businesses that give back? AND above all else, building genuine connections with your team and patrons is key to making sure your restaurant’s story is always being told the right way.

Of course, if you’re wondering where to spend those marketing dollars... might I suggest TheListAreYouOnIt.com? 😉