SAN FRANCISCO —  Restaurant reservation platform OpenTable has named Praytell its US PR agency of record, Provoke has learned.

Praytell won the business in a four-agency competitive pitch that included OpenTable’s incumbent firm, according to the company. DKC Public Relations, Carmichael Lynch Relate and M Booth are among OpenTable’s recent agency partners.

Praytell will be providing communications support for the brand’s consumer and tech campaigns and thought leadership programming.

The partnership comes as OpenTable changes its approach to storytelling so that it focuses on moments that resonate with diners and restaurateurs. The company’s recent Valentine’s Day campaign, for instance, supplemented its annual most romantic restaurants report with a spotlight on consumer behavior on one of the restaurant business’ big days.

“Praytell brought fresh, creative thinking to our RFP process,” said OpenTable North America public relations director Lisa Singh. “Combining their smart campaign ideas with deep industry experience and a rockstar team made selecting them as OpenTable’s US agency of record an easy decision. We’re excited to see what the year ahead holds for our partnership.”