PR or Social Media: Where Should a Restaurant Focus First?

If you're a restaurant owner with a limited marketing budget, you're probably wondering: Should I focus on social media or public relations? As someone who does both, I get this question a lot. And while my first answer is: "Do both!"—I also understand that most small restaurants can’t afford to invest in both at the same time. So let’s break it down and see what's best for you.

Why social media should be your first move?

If your restaurant is just starting out, or your budget is tight, start with social media. Here’s why:

• It’s accessible and user-friendly. You already have a smartphone and an Instagram account (or other social media platform), right? I'm sure you already have that basic knowledge to start a social media account for your small business.

• You can DIY or delegate affordably. Maybe your hostess has a great eye for photography. Maybe your bartender loves making Reels. Empower your team to contribute, or bring in a freelance social media manager for a few hours a week. You don’t need a big budget to start showing up online.

• It builds your foundation. With consistent posts, engaging visuals, and a bit of storytelling, social media helps people discover you, connect with your brand, and remember your brand. It’s the easiest way to stay in your customers’ daily scroll and gradually grow your local presence.

What about PR? When do you need press?

Public relations is powerful, but it works best when you have something truly newsworthy to share. A feature story in a magazine, local newspaper, or food blog can bring major exposure and build credibility. But:

• It’s not guaranteed. PR takes strategy, timing, and persistence.

• You often need a hook—a unique concept, a strong founder story, a high-profile chef, or an interesting event.

• It’s harder to DIY. PR requires a certain level of expertise, media connections, and storytelling finesse.

That’s why I recommend focusing on PR as your next step—once your restaurant has some traction, a loyal customer base, and a compelling narrative to pitch to journalists or bloggers.

Bottom Line

If you're just getting started:👉 Start with social media. It’s your most cost-effective, user-friendly, a quick tool for growth, and you can see the results in real time.

PR takes time, work, and connections. But when you're ready to reach a wider audience and elevate your brand, public relations is worth every penny. There is a reason why Bill Gates said: "If I was down to the last marketing dollar, I'd spend it on PR"

Social media builds the foundation. PR amplifies it.