With 81 locations in North America and 43 PR agencies nationwide at its service, Morton's The Steakhouse has a lot on its plate. But the PR strategy for the restaurant chain – founded in Chicago in 1978 – is to bring those agencies together often, inform them of new initiatives, and share best practices.
“We are a worldwide restaurant company, but we want to feel like everybody's local steakhouse,” says Roger Drake, chief communications officer for Morton's. The company does ...