No pressure.

The planning and work that goes into that prize-winning dish is, in many ways, similar to the job of media relations. Instead of an important dinner, though, it’s the release of big client news. Here are five ways the media relations desk parallels with the kitchen stove.

1. Shopping around – A cook pores over recipes, debating methods and comparing choices. Then you spend time at the optimal grocery store, circling the aisles and choosing the perfect ingredients for the dish.

A successful PR pro or media relations specialist knows their client’s industry inside and out, or is at least able to speak that way with the media. They spend time researching and gathering all of the necessary information or ingredients they need to be able to conjure up the perfect mix of information that intelligently positions their client’s news.

2. Preparation – My dad always said, “All it takes to be a good cook is preparation.” A cook cleans their kitchen, sets out everything they will need, and plans the preparation so everything comes together at the right moment.

In media relations, a significant part of the process is preparing the perfect media list that reaches the right media for the target audience. Then they’ll supply hyperlinks that direct the media to the right information and attachments that will ensure they have everything they need.

3. Timing – In the kitchen, one of the most invaluable tools a cook uses is a timer. No one wants to serve a burned dish.

At the desk, a media relations specialist must be aware of media trends, so they can jump on timely opportunities and meet deadlines — giving their clients the chance to be seen and heard.

4. Presentation – For a cook, it’s all about visual appeal. Nobody wants to eat something that doesn’t look great. What will make mouths water?

In media relations, you want to position your client’s information the right way. As Peter Shankman says, be a helper. You are not just helping your client – you’re also helping the media by providing relevant and interesting content. It’s all in the presentation and how you deliver that information.

5. Share and provide council – Your dish was a hit! When you’re asked about your recipe, you can respond — explaining why you substituted olive oil instead of butter to make the meal healthier or taste better, for example.

When a client inquires about why you chose to bypass an opportunity, as council, you must be able to explain the strategy behind that decision, keeping that client’s best interest (and reputation) in mind.

Both media relations and cooking require a certain amount of preparation and positioning to provide the most appetizing and successful result. So PR and media folks: remember, take time for the right setup, perfect ingredients, and a tempting presentation… and then, bon appétit!

(Originally written for post on MillerBrooks.com)