In the realm of hospitality, where industries constantly evolve and competition is fierce, an integrated public relations (PR) strategy can be the difference between a brand that thrives and one that fades into obscurity. Sherry Fishman, a PR powerhouse with over three decades of experience, shared her transformative journey and practical strategies for building impactful PR campaigns during a lively discussion on the Hospitality Hangout podcast. From her early days working with Subway to her leadership at Fishman PR, Sherry has seen it all – what works, what doesn’t, and how hospitality brands can craft a winning formula.
This article distills her insights into actionable strategies designed to help business professionals, event planners, and hospitality leaders improve their outreach and elevate their brands.
The Evolution of PR in Hospitality: Lessons from a Trailblazer
From Babysitting to PR Icon
Sherry Fishman’s journey into PR began in a rather unconventional way. She was babysitting at the age of four (yes, four!) and managing three-year-olds – a testament to her natural ability to lead, organize, and inspire trust. By the time she graduated from the University of Southern California with a degree in communications and public relations, she had discovered her passion for storytelling and event management.
Her big break came in the 1980s when she worked for a franchise-focused PR firm. Managing accounts like Subway, Sherry quickly made a name for herself in franchise PR, earning the nickname "Subway’s PR Girl." One family dinner – which she humorously likened to a scene from The Godfather – led to her decision to start her own firm. With just $1,000 in funding, Fishman PR was born. Fast forward 34 years, and her firm has become a trusted partner for hospitality and franchise brands alike.
The Hallmarks of Effective PR
According to Sherry, great PR isn’t just about pitching stories but about building relationships and delivering value. During her early career, when digital tools were nonexistent, she emphasized the importance of understanding journalists’ needs through research and communication. "It’s like dating", she explained. "You have to build trust, make it easy for them to work with you, and provide what they need."
Her strategy remains just as relevant today, even as the media landscape has shifted dramatically. By integrating traditional media with digital content, social media, and influencer partnerships, brands can reach diverse audiences and create a cohesive narrative.
Building a Home Run PR Campaign: Sherry’s Integrated Approach
Sherry’s approach to PR centers on combining multiple channels to maximize impact:
1. Earned Media
- Securing press coverage remains a cornerstone of PR, providing credibility and broad exposure. Sherry emphasized the importance of crafting a compelling story that resonates with journalists and readers alike. For example, when opening a new restaurant, it’s essential to highlight unique aspects of its concept, values, or offerings.
2. Influencer Engagement
- In today’s digital age, influencers are powerful allies, particularly when launching new hospitality concepts. Sherry recommends working with influencers whose audiences align with your brand values. They can amplify your message and create authentic connections.
3. Digital and Social Media
- Digital platforms offer unmatched opportunities to repurpose earned media and engage directly with audiences. Whether it’s Instagram reels, TikTok campaigns, or LinkedIn posts, cross-platform promotion ensures that no stone is left unturned.
4. Holistic Strategy
- The real magic happens when all these components work together seamlessly. Sherry described this as "orchestrating a band to make beautiful music." For example, a media feature can be promoted on social channels, while influencer content can drive traffic to a website or physical location.
Adapting to Change: The Shrinking PR World and Rising Demands
Sherry acknowledged that the PR world has shrunk, with professionals now expected to wear many hats. Traditional PR is just one piece of the puzzle; today’s practitioners must understand digital marketing, content creation, and even analytics.
This multidisciplinary approach is especially important in hospitality, where the stakes are high and competition fierce. Whether you’re planning a corporate event or launching a new restaurant concept, brands that fail to adapt risk getting left behind.
Sherry also touched on the challenge of balancing traditional media with newer tactics, such as influencer marketing. "You don’t want to leave anything untouched", she said. By integrating all available tools, brands can create campaigns that resonate across demographics and platforms.
Franchise Success: Insights from Sherry’s Career
Throughout her career, Sherry has worked with some of the most iconic franchise brands, from Subway and Blimpy to frozen yogurt and pizza concepts. Her knack for identifying promising opportunities was evident in a playful thought experiment during the podcast, where she imagined which franchises she would have backed in different decades:
- 1980s: Domino’s Pizza for its delivery domination.
- 1990s: Boston Market for its innovative focus on rotisserie chicken.
- 2000s: Five Guys for its simplicity and quality.
- 2010s: Shake Shack for its modern approach to fast casual dining.
- 2020s: Big Chicken (Shaquille O’Neal’s venture) for its unique branding and personality-driven appeal.
Her ability to adapt to changing trends and consumer preferences underscores the importance of staying agile in PR and marketing.
Key Takeaways
- Relationships Are Key: PR is about trust and making it easy for journalists, influencers, and partners to work with you.
- Integrated Strategies Work Best: Combining earned media, influencers, and social media ensures maximum reach and impact.
- Focus on Storytelling: Craft compelling narratives that highlight what makes your brand unique.
- Adaptability Is Crucial: With the rise of digital tools and shrinking PR roles, professionals must embrace new skills and strategies.
- Tailor Campaigns to Your Audience: Don’t rely on one-size-fits-all solutions; customize your approach based on the brand and its goals.
Conclusion
Sherry Fishman’s journey from babysitter to PR queen is a testament to the power of passion, adaptability, and relationship-building. For hospitality brands, her insights offer a powerful roadmap for crafting integrated strategies that deliver results. Whether you’re launching a new restaurant, planning a corporate event, or managing a franchise, her advice is clear: touch all the bases, tell your story authentically, and never stop evolving.
In today’s fast-paced world, the brands that succeed will be those that take a holistic approach to PR – leveraging every tool available to make meaningful connections and leave a lasting impact.
Source: "Essential Trends & Industry Strategies with PR Expert Sherri Fishman" – Hospitality Hangout, YouTube, Aug 12, 2025 – https://www.youtube.com/watch?v=BJYtEl9uN3I
Use: Embedded for reference. Brief quotes used for commentary/review.
