Influencing Influencers
A little over a week ago, I facilitated a retreat in my home for the current and past board of directors of the San Francisco Professional Food Society. There were 17 people who were articulate, accomplished and just fun to be around.
The new SFPFS president, Joyce Jue, wanted to build exercises that would enable board members to get to know each other better, on the wise premise that people who have personal relationships with each other tend to work better as a team, are more likely to honor their commitments and will support each other more enthusiastically.
Through some ice breaker games, we learned fascinating stories about people’s passions, their careers and their families. And at the end of the day, everyone seemed to have walked away feeling more closely bonded to the group.
SFPFS members are food influencers. They are respected for their food knowledge and many are involved in careers that outreach to the community. I am a member of the SFPFS, as well as Les Dames d’Escoffier International, the International Association of Culinary Professionals and the James Beard Foundation. Hundreds of dollars in membership dues go flying out the door every fall. These dues are well-worth the expense to keep tabs on the movers and shakers in the food community.
Today, food communications is more than about food PR. On behalf of clients, we introduce new products to targeted influencers as well as food media. Cooking school teachers, cookbook authors, freelance food writers, chefs, caterers, dietitians, bloggers — well-connected, food-knowledgeable professionals are respected for their opinons; when they talk, others listen.
So it’s important to know who these key people are. Even better is to know them personally. This was the initiative I was tasked with when I was named VP/director of the Ketchum Food Center some 12 years ago. While I no longer hold that position, having moved on to build my own business, I have maintained my relationships and grown them. I’ve built a powerful network of influencers I can contact to vet the efficacy of a new product or to solicit insights on how to handle a communications challenge.
If you’re in food communications but not well networked, joining and participating actively in professional food organizations is a good place to start. And if you are a food professional living in San Francisco, the San Francisco Professional Food Society is an excellent first step. Get active, join a committee and participate in events. The SFPFS board will welcome you into the fold.
