PlainClarity Blog

Are you sharp, witty and ridiculously fun? We want you.

Brook Larios — 2013-03-06T01:54:11+00:00

Oh, spring. You already have us dreaming of songbirds, blooming begonias and the beauty of a new season. It's a new season at PlainClarity; thus, we're doing some heavy scouting for a superstar to join our team (pardon the sports reference; it's nearly March Madness, too, y'know?) The position: a full-time public relations specialist. Members of the PlainClarity team think like journalists and have the chutzpah of publicists. Sound like you?

Contact us if you are:
A fantastic writer who is organized, abundantly detail-oriented, witty, intelligent, trustworthy and refrains from using up-speak. You do well, nay thrive under pressure. Your research skills are exceptional; you know how to find trends and pitch press-worthy stories. You enjoy working in an autonomous environment, but appreciate the support of a positive team; you consider yourself extremely creative. The tactics you employ could be considered vanguard. You are confident in your abilities. You have a positive relationship with local San Diego press and are willing to forge relationships with national press, if you haven’t already. You have a successful track record securing editorial placements and conjuring overall greatness.

You appreciate the opportunity to grow within an organization that cares about your success and well-being. You are dedicated to helping our clients succeed. We are dedicated to helping YOU succeed.

You are able to manage accounts with great finesse, provide high-level client support and strategic counsel and take care of our valued clients, who we treat like family, sans the drama. Note: we will continue being directly involved with clients, too.

You scour websites, magazines and the like for food trends or are willing to do so. You have a deep love for food and perhaps even understand some of the critical issues challenging the nation’s food system. You understand how to effectively use social media and have at least a modicum of marketing acumen or are willing to quickly develop it. Extra points for a wicked sense of humor. You’re self-confident, but your hubris is under control.

In a perfect world, you have agency experience and positive relationships with San Diego press. You’ve been in the industry for a minimum of three years — or you’re just extremely sharp.

You are excited about evolving into a senior team member.

Some of the things you’ll be doing...
• Demonstrating your fabulousness, because you are — fabulous, that is.
• Loving our clients abundantly, 'cause we adore them and we wouldn't bring anyone on the team that doesn't have their best interests in mind.
• Driving business with minimal supervision, but significant support.
• Recommending and implementing initiatives that improve the public’s perception of the client.
• Developing social media campaigns and managing an intern to execute them.
• Establishing and maintaining effective working relationships with press, bloggers and key influencers.
• Writing interesting and effective press materials.
• Researching special events for client participation.
• Managing internal special events.
• Booking and managing TV segments.
• Co-maintaining company blog and social media pages.
• Researching and maintaining awareness of national trends in food and hospitality.
• Staying aware of San Diego food culture and the key players involved.
• Evaluating advertising and promotional programs for compatibility with public relations efforts and client brands.

Salary
Commensurate with experience.

Please email the following to hello [at] plainclarity [dot] com
• Resume.
• Why we’ll like you (i.e. why you’re a strong candidate for the position).
• Sample pitch and press release that you’re especially proud of.
• Examples of press placements you're proud of.
• Extra points for one or two kudos from past employers or members of press with whom you’ve worked.

Welcoming The Wellington Steak & Martini Lounge to the PlainClarity family

Brook Larios — 2013-03-04T20:38:15+00:00

A year ago, PlainClarity began representing The Red Door Restaurant & Wine Bar, one of our favorite restaurants. As you can imagine, representing businesses you already adore is a joy. The Red Door and its executive chef, Miguel Valdez, have made their marks in San Diego, inspiring people to eat locally-sourced ingredients — many from The Red Door’s own garden — and to support local artisans. Chef Miguel has been called one of the most talented chefs in San Diego, driven by fierce intuition and a wise palate.

What you may not know is that Chef Miguel and his team cook simultaneously for two restaurants with decidedly different menus. Neighboring The Wellington Steak & Martini Lounge is The Red Door’s sassy sister, with live music from musical masterminds like classical guitarist Fred Benedetti on Tuesdays from 7 to 9 p.m. and a talented jazz duo on Thursdays from 7 to 9 p.m. The Wellington’s menu consists of perfectly prepared, humanely raised meats; choice cuts of beef; a fresh take on the classic Beef Wellington; and an extensive martini menu with traditional and exotic flavors ($8 drink specials every Monday).

Ah, The Well, as we fondly call her. You’ll be seeing more of her now; we just brought her on and, with her, owners Trish and Tom Watlington’s enduring confidence. We love you, too, The Red Door/TheWell lot.

Live music, martinis and a perfectly cooked beef wellington: isn’t life good? Oh, before I forget! We'll have big news to share about Chef Miguel very soon. Stay tuned!

Introducing PlainClarity’s new client, The West Group

Brook Larios — 2013-02-20T07:25:28+00:00

I eat noodles; I eat the heck out of noodles. Noodles noodles noodles. And Asian food. Ah, Asian food. Sometimes my husband tells me I was once Asian — in another life. When Gaijin Noodle + Sake House opened a year ago in San Diego’s Gaslamp District and photos of sake snow cones (kakigori cocktails), yakitori and the requisite bowl of drunken noodles began circulating, I succumbed. I made a reservation and counted down the days to bliss.

And it came. Bliss, that is. In the form of Uni Green Tea Soba Noodles swimming in fresh lobster dashi made from scratch by the wonderful Antonio Friscia, yakitori of quail egg wrapped in bacon and Swiss cheese and the most delectable bao buns of carnitas, red rock sugar, sunomono and peanuts. I quickly fell in love with the black sesame kakigori cocktail. It was a memorable meal. And I returned — with friends — to show off this gem.

A year after its opening, it gives me great pleasure to announce that PlainClarity is now representing Gaijin Sake + Noodle House. Further, after meeting the exceptionally hard-working, creative and intelligent partners at The West Group, the hospitality management company that, with Chef Antonio, launched Gaijin, we were asked to promote the entire group, including lively Bar West, Pacific Beach’s only true nightclub. Bar West just began serving Oscar’s Mexican Seafood, a Bird Rock taco shop with a cult following, to famished club-goers and it launched a new culinary cocktail program by the ever-talented Snake Oil Cocktail Co, which has several times provided cocktails at the Sundance Film Festival and for Aston Martin, among other prominent brands.

We are extremely excited to represent these quality brands. We wholeheartedly believe in The West Group’s philosophy and admire the partners, who continually strive for personal and professional growth and who, similarly, provide growth opportunities to their employees. These individuals work rigorously to create the best dining and nightlife experiences for their guests. Applause!!

Introducing PlainClarity’s new client, Native Foods Café Encinitas

Brook Larios — 2013-02-02T18:39:15+00:00

When we discovered the owners of Native Foods Café had their collective eye on San Diego as an upcoming location for the fast casual eatery specializing in 100 percent plant-based fare, I contacted Native Foods partner Daniel Dolan for the scoop. I was writing a weekly food column and I wanted to share the good news with the San Diego community. I had already dined at Native Foods Cafés in Costa Mesa and Newport Beach and I knew San Diegans would warmly welcome the concept.

After writing about the future opening, Daniel and I stayed in touch. He and his business partner, Andrea, are intelligent, compassionate and quirky people and we love their food, so when they approached us about publicizing the Encinitas opening, our team high-fived each other. These are the type of people we love working with.

Native Foods Café is the nation’s top plant-based restaurant, with 14 locations as of last Tuesday, January 29, when the first San Diego location opened in Encinitas Village at 127 N. El Camino Real. Each menu item is under $10 and served in under 10 minutes. With excellent customer service and decidedly delicious grub, it's clear why 95 percent of customers aren't vegan. Factory farming is harmful to animal, human and Earth; the tasty plant-based fare at Native Foods Café makes it easy to limit meat consumption.

San Diegans, be on the lookout: the nifty Native Foods Café lot have their sights set on three more San Diego locations, making San Diego the focal point of expansion this year. Lucky us!

Check out Native Foods Café's fabulous menu and other locations, and learn about the company ethos.

PlainClarity welcomes Brian’s Farmers’ Markets to the family

Brook Larios — 2012-09-10T21:13:19+00:00

Meet PlainClarity's newest client, Brian's Farmers' Markets. Those involved in San Diego's local food movement and committed farmers market-goers may have seen flat cap-wearin' market manager extraordinaire Brian Beevers around town. Like a shepherd, he frequents the six markets he manages — in Point Loma, Golden Hill, UTC, Imperial Beach, Mission Hills and the Morena District — to ensure the growers, artisans and craftsmen of each are supported.

Brian's Farmers' Markets are small by San Diego standards, but large by national; he makes space for growers from smaller farms that people may otherwise never hear of. While San Diego has more small farms than anywhere else in the nation, San Diegans are most acquainted with the mid-sized farms that our wonderful farm-to-table restaurants support.

All Brian's Farmers' Markets accept EBT and his CSA (Community Supported Agriculture) program is comprised of many of these aforementioned small farms. Large CSA boxes, recommended for a household of three to four, cost $25 per week. Small, which feed one to two, cost $15 per week. Unlike many CSA programs, this one permits customers to skip a week at no cost, with advance notice. There's a $35 setup fee for the CSA program, $5 of which goes to an emergency relief fund for farmers who struggle with crop failure, etc.

We're looking forward to forging meaninful relationships for Brian and driving community and press interest his way. We love supporting socially conscious business owners like Brian. Hip hip hooray!

Photo credit: Chad Thompson

5 ways to deal with negative comments on your blog or Facebook page

Susan Russo — 2012-06-14T20:28:58+00:00

Haters gotta hate. That's what my friend John says when I complain about a hateful comment someone has left on my blog. If you've got a blog or Facebook page for your business, you will, at some point, encounter angry commenters. Here are some tips on how to handle the situation professionally:

1. Not responding is not an option. Like the bullies in middle school, if you just ignore them, they'll go away. Right? Not so much. Ignoring an angry commenter will incite his anger, causing him to leave more angry comments. It also allows him to control the conversation on your site. You need to respond to give voice to your business, to show that you're aware of the problem and that you plan to remedy it.

2. Don't just delete. If you think deleting your hater's comments will make him go away, it will. He'll continue to disparage you on other sites where you have no control over the content. A better option is to try to solve the problem on your own turf — your blog, Twiiter account or Facebook page.

3. Respond quickly. Social media happens in real time, so you need to repsond as quickly as possible to negative commenters. Acknowleging them quickly shows that you care about what happened to them, that you care about your company/brand and that you want to rectify the situation. Wait too long to respond and it may be too late to respond.

4. Be brief. Acknowledge the commenter's grievance, if appropriate, give a generic apology, then offer provide him with contact information to reach you directly. For example, "Jim, I'm sorry that you had a bad experience at our restaurant. I'm Sam Peterson, the general manager. Please call me at XXX-XXXX so I can help you with this."

5. Don't engage: Breathe deeply, count to 10, salsa dance. Do whatever you have to do to calm down before responding. Firing off an angry (if justified) response will only escalate the matter. Moreover, it sends a message to your other fans/clients/prospective clients that you're argumentative rather than professional.

Is there ever a time to delete an irate comment? Yes. If the comment is profane and offensive to other readers/customers/clients, then it should be removed. It's a good idea to privately address the offending individual explaining that you'd like him to share his thoughts but in a socially acceptable way.

Delete a comment when:
Profanity or threatening language is used.
It's SPAM disguised as a comment.
It doesn't relate to the topic or post in any meaningful way.

Photo credit: FCC, GerryT

Why it pays to be flexible in public relations

Susan Russo — 2012-05-17T12:40:59+00:00

A couple of weeks ago, we were filming a segment on-location at Bunz, a gourmet, farm-to-table burger joint we represent here in San Diego.

The feature reporter, Larry Himmel of Channel 8 News, was interviewing our client, chef/owner Jeff Rossman, in the kitchen. Himmel wasn’t only asking questions, he was also happily salting hot French fries, squirting housemade beer-thyme mustard onto gourmet burgers and adding the cherry to the top of his old-fashioned, frothy milkshake made with local strawberries.

He was to return to the studio that afternoon, put the package together and have it air primetime. The co-anchors would even eat some Bunz burgers on air (which I would deliver just before the segment started.)

Things were going well.

Then Himmel excused himself to take a phone call. He returned, rattled, shaking his head, saying, “I can’t believe it. Junior Seau just committed suicide.”

For those unfamiliar with Junior Seau, he was a former pro football player beloved in San Diego and beyond. Indeed, many considered Seau, with his mega watt smile and generous heart, a member of the San Diego family. Everyone at Bunz, including us, was stunned and saddened.

Within a minute of Himmel’s announcement, Seau’s death was being reporting on TV as breaking news. As we all watched rapt, Himmel got another call. He had to leave Bunz and head over to Seau’s, Junior’s eponymous restaurant, down the street from where we were.

Suddenly, everything changed. Our spot slated to air that night got cancelled (understandably so). All local news that afternoon and evening would be dedicated to Junior Seau. Himmel said our segment would run the following evening. It was cancelled again. It aired two days later (without the anchors sampling the food): primetime Friday night.

What’s the lesson for public relations professionals here? We don’t control the news.

As PR professionals, we can offer reporters the best angles, leverage the smartest trends and secure spots. We can position stories to best represent our clients. We can give talking points to the reporter he may or may not use. We can prep our clients and provide media training before they go on-air. We can spread the word of our clients’ successes on social media channels. We can show up early, stay late, answer every email and phone call promptly and professionally, and still we’re not in control.

In our scenario, our client’s story was delayed due to a tragic event that took place. As such, we fully understood its taking precedence over our story. Here’s what we did: We asked Himmel, who’s a pro — and an utter pleasure to work with — how we could help him. We assisted him and his cameraman who needed to quickly finish our shoot. We kept in touch with him via email and phone over the next 24 hours, so at a minute’s notice, we could provide him with whatever he needed, from photos to quotes to burgers.

As PR professionals working with reporters and TV stations, we should always endeavor to make everything as seamless as possible. We must also recognize that we don’t have full control over what happens, and that flexibility and understanding are sometimes the best traits you can display.

Photo credit, FCC, mkd.

The fashion of food: the latest on food trends

Susan Russo — 2012-04-24T00:02:57+00:00

I recently attended the 34th International Association of Culinary Professionals’s (IACP) annual meeting, where culinary icons including Jaques Pepin and Amanda Hesser and working professionals came together to share, learn, and be inspired. This year’s meeting took place in New York City, and as such, the organizers chose The Fashion of Food as the theme. Shoes and food? I was so there.

There were over 75 sessions ranging from the philosophical (When do fashion and food trends become fad?) to the practical (how to pitch editors). I was also a speaker on a panel entitled, “Marketers and Bloggers: How to Create Rewarding Alliances.” (I'm the blogger for the National Pork Board's site, Pork, Knife & Spoon, and I'm their social media specialist at @PorkandKnife, and I also blog at Food Blogga.)

There was a lot of talk about what's fashionable in food and what's trendy, but here are a few of the tastiest morsels for you to chew on:

You think color-block and flower-power prints are hot? Not as hot as kale. It's the must-have item of vegetables right now. You'll find kale chips, salads, soups, and more at hip restaurants across the country. I believe I heard it mentioned in six different IACP panels. One speaker even quipped, “I wonder when Kale, the Book is coming out?”
Unlike the waistlines of runway models, dietary restrictions continue to expand — gluten-free, soy-free, dairy-free, corn free. Food distributors and chefs who can provide delicious alternatives to people with allergies will not only benefit financially but will also gain the loyalty of shoppers and diners.
Cupcakes haven’t died yet. But there’s hope.
Quinoa and farro are part of our culinary lexicon now. (If you know someone who still pronounces it 'kwi-NO-ah,' it's OK to correct him.)
Like Adele's eyeliner, dramatic, creative vegetarian dishes are in demand. Forget grilled portobello sandwiches and spinach salad; we want red quinoa, purple kale, gold beets, fiddleheads and other vibrant foods.
Game dishes (antelope, wild boar, bison) and vegan dishes are both on the rise, but like Republicans and Democrats, they shouldn't be placed at the same table.
Freelance food writing unfortunately remains an over-saturated, under-paid field. (Ruth Reichl confirmed this.)
According to Chef Marcus Samuelsson, America is still "the trendiest place in the world." Hot diggity dog!
Ramen noodles are on fire! I'm so over ramen noodles! Choose your exclamatory statement based upon your geographic location. Hint: New Yorkers have already moved on. (They're so painfully hip.)
New York Times food writer, Kim Severson, is the Ellen Degeneres of the culinary world and should have her own TV show.
Some foods, including petite macarons are no longer the super models of desserts. Pie tried valiantly to take macaron’s spot, but the humble confection couldn’t pull it off. French cannelles are getting a lot of press among the fashionistas of food but still haven’t caught the public’s imagination.
Smoky, studly mezcal is encroaching upon tequila's hallowed territory.
Everyone still loves bacon.

Photo credit: AK Photography, FFC.

Evolve’s first pop-up dinners

Brook Larios — 2012-03-02T19:32:33+00:00

A special congratulations to PlainClarity client Evolve on its first modernist pop-up dinners, held Tuesday, March 6 and Wednesday, March 7 at The Wellington in San Diego's historical Mission Hills. The team sold out both nights with a stunning, eight-course, modernist menu with many surprises throughout the evening. Guests were riveted by the science-meets-nature menu, which included lamb shank cooked for three days at 55 degrees celsius, yielding an extremely tender, perfectly medium rare meat. Check out the full menu.

Welcoming our newest client, Evolve

Brook Larios — 2012-02-14T22:31:51+00:00

You heard it here tenth: our food fervor is mildly distracting. Summon us with a delicious bowl of ramen a la Momofuku or a warm Ultimate Supreme with Chicken from Mama's Bakery in North Park and we're liable to melt -- at least for the handful of minutes we sacrifice to the food powers that be. Knowing this about us, it should make sense that we get amped when we bring on new food clients. We've represented Terra American Bistro, one of the most consistantly great restaurants in San Diego, for nearly five years, beginning when it was Terra. We've grown to become friends with the wonderful Rossman family, who are about to open their next eatery, Bunz, a burger and breakfast joint featuring responsibly sourced ingredients -- local, when possible. Last year, Sea Rocket Bistro joined the merry PlainClarity family, teaching us that there's a vast difference between fresh seafood and what most of us are eating. We'll never go back to the latter. (Thanks, too, Catalina Offshore Products.) Joining the PlainClarity family late last year was David Bacco Chocolatier, voted Best Artisan Chocolatier in the region. He enjoyed four TV segments over the last six days, while we enjoyed his delicious confections. We're now finding it difficult to eat store bought chocolate. We think the world of each of these chefs and artisans.

Now, we're pleased to introduce the newest member of our family: Evolve, a culinary partnership between noted chefs Flor Franco and Daniel Barron, whose cooking MOs are vastly different, yet surprisingly complementary. Franco is noted for her beautiful, upscale events, with fresh, mouthwatering organic food as the centerpiece. Her warm, yet fierce personality (she reminds us of Sophia Vergara) is striking. She believes in honoring the Earth and the body. Barron is a kitchen wizard, We like to describe his food as a sort of biomimicry; it's modernist cuisine at its finest. Imagine being served an ecoplasm green jelly ball in a shot glass, ejecting it into your mouth, but instead of tasting the hospital-esque jello you expected, you get a savory blend of duck confit and leeks. In the tastiest of nutshells, Evolve is the culinary intersection of modernist cuisine and fresh, organic fare -- science and nature -- specializing in pop-up experiences, intimate events and evolutionary ways of dining. All this leading up to a new restaurant within a year. We're excited to help them get there.

To those interested in learning more about the concept or in booking a private event, please contact us.