Find your cullinary voice

Food Media Studies

ICE's School of Professional Development offers a wide range of classes and speakers that reflect the role and evolution of media in our industry, allowing you to hone food-centric communication and marketing skills at all levels of expertise. From social media, blogging and PR to recipe writing and cookbook editing, our expert instructors can help you master the art of food-related communications.

Upcoming Classes

Social Media in the Culinary Realm

Lori Greene
Wednesday, September 14, 6-9:30pm
or Monday, January 30, 6-9:30pm
$100 • 1 session
Facebook, Pinterest, Twitter, Google+, Foursquare, YouTube—you've dabbled, tweeted, been crowned mayor, and even found your high school sweetheart, but you can't quite figure out how to use social outlets to increase your culinary business. In this "social media for grown-ups" class, digital media expert Lori Greene will teach you how to build your brand. Using the three Cs of social success—content, consistency, and communication—you will soon see a return on your engagement while growing your fan base. So go online, fire up your smartphone, and get your creative juices flowing, because we're going social! During the class, we will cover how to:

• Create engaging content for each medium
• Implement the six dimensions of social engagement
• Communicate successfully with your audience in the social realm
• Stay ahead of your competition using social media
• Create digital buzz
• Reward your loyal audience
• Learn from your fan base
• Targeting customers
• Develop the buying journey

...and much more. Lori Greene is the director of content for ad agency Maxus Global. If you run or hope to run a culinary brand of any sort, you'll want to take this class!

Click here to register.

Start Your Own Food Blog

Brooke Parkhurst
Tuesday, September 13, 6:30-8:30pm
or Monday, November 7, 6:30-8:30pm
or Monday, December 12, 6:30-8:30pm
$100 • 1 session

Conceptualize, develop, and run your own food blog! In this seminar, you'll discover how to find your "foodie niche" and develop a unique voice. You'll also learn how to promote and distinguish yourself in the overcrowded blogosphere—and how to transform a hobby into a viable writing career. All of blogging's ins and outs will be covered: hiring a website designer, finding a server, providing fresh content for readers, uploading photos, and much more. You will even have the opportunity to workshop your ideas as a group! Brooke Parkhurst, author of "Belle in the Big Apple" (Scribner) and the blog of the same name, writes the daily online column Full Plate for the "New York Daily News," which chronicles her Carrie Bradshaw-cum-June Cleaver exploits as a writer, cook, and new mother. She and her husband also released their first cookbook, "Just Married...and Cooking" (Scribner). The book is a cooking, lifestyle, and entertaining guide for the kitchen-challenged and newly hitched.

Click here to register.

How to Develop Recipes for Publication

Marge Perry
Monday-Tuesday, September 19-20, 6-10pm
$325 • 2 sessions

Whether you want to write a cookbook or articles for magazines, a blog, or websites, you need to know the essential skills and techniques it takes to create recipes that not only taste great when you make them, but can be successfully recreated by readers. Along with prolific cookbook author and food writer Marge Perry, you’ll learn how to create recipes that appeal to readers; what to do in the kitchen to ensure your recipes work for everyone; and how to write recipes that are accurate, clear, and easy to read. In this two-day workshop, we’ll go over the conventions and craft of recipe writing, actually develop a recipe in the kitchen, and practice writing recipes. You’ll come away with a solid and market-ready knowledge of how to create recipes that are ready to be published.

Click here to register.

Advanced Food Blogging

Brooke Parkhurst
Thursday, September 29, 6:30-8:30pm
or Tuesday, January 10, 6:30-8:30pm
$100 • 1 session

Prepare yourself for bigger, better blogging! If you've already been blogging but would like to see superior results, you must take this class with Brooke Parkhurst. She will show you how you can drive far more traffic to your site, while teaching you how to effectively promote yourself, secure ad-sales dollars, receive products, and seize other valuable opportunities. You will also learn how good old-fashioned networking and social media like Facebook, Twitter, Vine, Pinterest, and more can help to radically grow your blog audience.

Click here to register.

How to Review Restaurants

Marge Perry
Wednesday, October 5, 6:30-9:30pm
$100 • 1 session

Do you wonder—no, dream—about what it would be like to review restaurants? Do you want to write a blog about your dining experiences, or sharpen your skills for an online reviewing site? In this class with widely published food writer Marge Perry, you'll learn how to write about your gastronomic experiences in a meaningful way, what is involved in professional reviewing, the logistics of reviewing, and the ethical and moral considerations of reviewing restaurants. Let Marge Perry show you the ins and outs of what exactly goes into a well-crafted review.

Click here to register.

Food Styling with Food52

Sarah Jampel and Ali Slagle
Saturday, October 8, 10am-3pm
or Sunday, October 23, 10am-3pm
$250 • 1 session

Ever wondered how the pros make food photos so beautiful, artistic, and appetizing? Or how photo shoots of food actually work? And how to get professional-quality photos with your phone? Let food stylists and Food52 editors Sarah Jampel and Ali Slagle show you their secrets! These tips and tricks will show you how to style naturally—without relying on fake or inedible products—for iPhone photos made for apps like Instagram. (No shoe-polish turkeys here.) This class helps you create beautiful dishes you can actually eat! We'll cover:

• Plating, composition, and negative space
• Prop styling and how to set a natural-looking scene
• The stylist's tools they actually use the most, including common household objects
• How to keep temperamental herbs, vegetables, and all kinds of dishes fresh and lively-looking.
• How to make even monochromatic and brown dishes like chicken look delicious!
• How to capture it all with your iPhone and edit it so it’s Instagram-ready

We'll practice styling everything from still lifes and salads to pastas, challenging proteins, and desserts. Students are encouraged to bring their iPhones (and other camera phones) to document their work.

Click here to register.

How to Write a Cookbook Proposal

Lauren Chattman
Sunday, October 16, 10am-3pm
$100 • 1 session

Do you have a killer idea for a cookbook using a favorite ingredient, appliance, or technique? Do you dream of gathering your original recipes into a published volume? Do you have special knowledge of a little-known ethnic cuisine that needs to be shared with the world? This class will help you take the first step toward publication, with instructions and tips for crafting an enticing cookbook proposal to show to agents and editors. In this class with Lauren Chattman, the award-winning author of 14 cookbooks and coauthor of a half-dozen others with prominent chefs, you will learn how to package your project to appeal to professional readers. We’ll cover:

Honestly evaluating your idea’s value in the current cookbook marketplace
Creating a sales pitch for your idea
Organizing your ideas into an exciting outline, with a table of contents and sample recipes
Researching comparable and competitive titles
Formulating a convincing plan for promoting yourself and your project
Identifying agents and publishers who may be particularly interested in your work

Don’t start writing your cookbook until you get an experienced expert's lowdown on what you’ll need to sell it!

Click here to register.

Food Writing: An In-Depth Introduction and Workshop

Marge Perry
Thursdays, October 27-November 17, 6:30-9:30pm
$350 • 4 sessions

To be a food writer, you need to do far more than just write about food. You must transport, inform, and entice readers; take them on a journey of sights, sounds, smell, taste, and touch; and sometimes simply tell them "how to." There are as many types of food writing as there are venues for it. In this four-session boot camp, you'll hone your food-writing skills and find the best fit for your particular strengths. Through a combination of lectures, discussions, and exercises, you'll explore the varying types of writing and venues, how to break into food writing, and how to stay in. You will learn to refine your writing; how to make your topic and voice fit a publication (or find the right publication for your idea); how to craft a pitch letter; and what it takes to get that all-important second assignment. You will walk away from this class understanding how to turn your passion into words and your words into paid assignments.

Click here to register.

Recipe Development and Cross-Testing Workshop

Dawn Perry
Sundays, October 30-November 6, 10am-2pm
$325 • 2 sessions
Ever wonder how the professionals write a recipe? Being a good cook isn't enough. This unique workshop teaches you how to write recipes that not only work, but that people really want to make. During this special two-session, hands-on class, students will develop, edit, and cross-test original recipes while considering taste, appearance, and approachability. We'll cover:

• What makes a successful recipe
• Development basics
• Accuracy, clarity, approachability
• Structure, language, times, indicators
• Cross-testing: how to prepare, how to do it well, and what we’re looking for

Dawn Perry is the culinary content editor at Marley Spoon. Before joining this startup, she developed recipes in the kitchens of Martha Stewart’s "Everyday Food," "Real Simple," and, most recently, "Bon Appétit" as their digital food editor. Her work has also appeared in "Country Living,", and Tasting Table.

Click here to register.

How to Write a Recipe

Marge Perry
Thursday, January 19, 6:30-9:30pm
$100 • 1 session

Thinking of writing a cookbook or a magazine/newspaper article with recipes? Whether you are a professional chef, an aspiring food writer/cookbook author, or an established writer who would like to be able to include recipes in your pieces, you need to learn how to write clear, compelling recipes that make people want to cook your food. With nationally syndicated food writer Marge Perry, you'll learn the rules that all good recipes must follow—and the techniques that give a recipe personality without detracting from clarity. The class will include exercises to practice great recipe writing, and information on how to develop recipes for publication.

Click here to register.