"So, we represent Chicago's premiere rock-star chef, and he needs some image... adjustments."
PR people, in general, enjoy dramatizing the pitch portion of a new job. Everything is a big secret, too juicy to just explain. It's got to have drama, and mystery, and the most readily used form of those two vehicles is simply to withhold information.
"You don't say? What were you thinking? TV show? Photo shoot?"
"Oh, he's not going to spend any money on this."
I should rephrase my previous judgment of the general population of "PR People". The level of drama and mystery are directly proportional to how much money the PR firm has to pay for my services.
"I see."
"But, he's like Chicago's rock-stariest chef, and it will benefit your future business tremendously."
"Oh, so I'm doing myself a favor."
"Exactly."
"Great! Where do I sign up?"
A few years ago the term "viral video" popped up in the advertising community and it was hailed as the new golden ticket, a magic silver bullet, capable of launching your brand into the stratosphere with the mere click of a mouse. It became the buzz word of choice.
"Ok, so I could kick your rock-star chef in the balls, we'll film it of course, with a phone camera to make it look legit, and bingo, bango, you've got yourself a viral video!"
"I don't think he's gunna go for that."
"No?"
"I think he wants a different type of viral video."
It turns out that this particular rock-star chef's name was Paul Kahan, and he truly is one of Chicago's, and perhaps America's finest chefs. Here in Chicago he is the executive chef for Avec, The Publican, Violet Hour, Blue Bird, and I am probably missing a few. If you've dated any "Sex in The City" types here in the Chi over the past 10 years, you've probably been expected to go to one, if not all of Mr. Kahan's restaurants, and you're certainly familiar with the bill at the end of the meal. Mr. Kahan's various culinary experiences are definitely worth the price, and should not be missed, even if you aren't dating a Bradshaw wannabe.
Paul Kahan was throwing a Beer Dinner at his newest restaurant The Publican, later that summer. He would travel to a brewery in Michigan with his team of beer and food ninjas to brew a special, signature beer. The process seemed fascinating so we asked to tag along, promising the PR folks that there would be a "viral video" in there somewhere. I was happy to shadow a legend.
Making good content is easy when you are around talented people, and this little social media experiment was no exception. The content was released in 3 phases on the Publican's facebook page, and received thousands of views before the tickets to the Beer Dinner went on sale. The event sold out, and we returned to film people's reactions.
We ate, we drank, we were merry.
written by: Edward Seaton
