Since launching our new software, I've found lots of restaurants and chefs who get what I'm trying to do with Restaurant Intelligence Agency. They understand the new site is about making PR cheap, effective and easy -- saving everyone money, harnessing the power of the group so everyone can get more press, and saving everyone a heap of time so we can all do our jobs better.

That said, I get a lot of people who still believe in old truths, still see a bunch of trees when there is a whole forest out there.

Him: "No, we really don't need Restaurant Intelligence Agency. The new place is already getting lots of press. They call every day -- all day, every day."

Me: "That is a lot of work, getting all those journalists what they need."

Him: "Oh my God, yes, every day it's something. And it's always an emergency. The media always seem to want whatever they need, like, five minutes ago."

Me: "Fast-moving news, they've got deadlines and they are trying to save their jobs. I know, it's hard. I actually built this whole website because I was frankly sick and tired of getting emergency 'I need a bio' e-mails while I was in meetings downtown, half an hour away from my computer and files."

Him: "Oh, I had one today. She needs the photo by 2. Of course, I had a server call in sick. Look, it's 2:15 already, and I'm in a meeting with you. Oh, well, the computer is in the office, and there always seems to be someone on it, so I probably can't send the photo right now anyway."

Me: "Sounds like it would be hard to get all that done, in the midst of getting ready for service."

Him: "I mean, what do you do? Try to fill the shift of the server who bailed or send the reporter what she needs to promote the restaurant?"

Me: "Sounds like you could use Restaurant Intelligence Agency to manage all the media requests, cheaply. The media can just log on to R.I.A. and grab what they need: photos, menus, whatever they want, whenever they want it. That way you don't have to jump when the media calls. You can keep doing what you do best, while they get what they need themselves. It's a better way to manage PR."

Him: "Oh, no, we really don't need PR. We get lots of press. I should go see if that reporter can still use the photo. It's late, do you think they can still use it?"

I wanted to ask him if he would have used his time and mental energy differently -- working on things that are part of his actual job -- if he had not been so worried about the photo request. But I didn't. Sometimes you know you just can't get through to someone.