Three Lessons from a Career in Wine PR and Media Relations

In the form of advice to a young striver who may slip into the industry just in time.

This email got me thinking…My Response:

Dear Mr. Wark,

I came across you doing a google search for wine public relations. I just graduated with a degree in communications and am researching marketing and public relations opportunities in the wine industry. I’m trying to pinpoint the industry to look for work and a career. I’m writing to ask if you recommend wine PR as a career and what I should know/focus on going forward. Apologies for the unsolicited outreach, but I’m hoping you can offer suggestions.

Sincerely,
XXXXXXX

Dear XXXXXXX:

No need to apologize. I recall writing this same kind of letter (though printed on actual paper and physically mailed with something called the “U.S. Mail”) over 30 years ago. Both PR pros and some journalists I wrote to were kind enough to write me back and invite me to call them.

I can offer you three pieces of advice.

First, writing and strategic thinking are not the most important skills you need to have to succeed in wine media relations (or in media relations in any industry). The single most important skill you must possess is the ability to build trust with journalists, writers, editors, content creators, and influencers. The trust must be built around them knowing you will not waste their time with the kind of communications they have proven they don’t want or need. They must also trust you will deal with them honestly and can be counted on to not overpromise what you cannot deliver. Without building this trust with communicators, nothing else matters.

Second, you must be able to communicate in no more than two or three brief paragraphs (two is best) why your client or employer deserves to be considered for coverage on their platform. (I used to say 3 or 4 paragraphs, but since then, attention spans have shortened and reading has become more of a burden.) You are investigating an industry in which earned media coverage is more valuable and effective today than any social media post or paid search efforts can match. Moreover, your potential clients and employers know this and expect your efforts on their behalf to reflect this reality. You will only succeed if you can craft and enjoy crafting a compelling, customized, short pitch that matches a media platform’s content.

Third, and finally, great listening skills will get you farther in this career than communication skills. When I first got into the wine PR world, I was eager to demonstrate my competence. I thought by speaking, I could show clients and media I was competent. This was a mistake. If instead I had practiced being quiet, asking questions that illuminated desires and needs, and listened to hear what was expected and needed rather than what was hoped for or dreamed of, I would have better served my clients and the media. Cultivate the skill of listening now.

XXXXXX, with that said, yes, I can recommend wine public relations as a career. You will meet remarkable people, spend time in beautiful places, eat and drink well, and, if you are lucky, your position will not be replaced with an AI agent.

Please, feel free to reach out again. I’m happy to jump on a phone or zoom call if I can help further.

Sincerely,

Tom….

One thing I did not mention to young Ms. XXXXXX, is that I continue to truly enjoy the work of wine PR and media relations. I think this is because the work suits my disposition. I’ve always sought out opportunities to have conversations with interesting people, and this work has always provided that opportunity. So, if I were inclined to give her a fourth piece of advice, it would have been, quickly discover if the work of wine PR suits you, and if you have doubts, find another profession.

And although I alluded to AI, what I didn’t mention is that I think it’s entirely possible that the technology could replace both the media relations professionals as well as the content creators (meaning writers and editors). Though I find it preposterous to think the machine will replace the palate, I’m at a loss to see how the machine won’t be able to write articles about the people, places, and the things of wine. Though I think it is in a primitive state now, given the obvious progress of the technology and the aims of its creators, I think there is no reason to believe the machine won’t be able to conduct an interview, research and describe a vintage, contemplate the meaning of the marketplace, or outline the ins and outs of visiting a wine region, and much more.

And most certainly, it seems to me that down the road, a single company director can competently unleash her AI agent on the media and platform editors.

But this is just a bit down the road, and Ms. XXXXXX may still have time to slip in under the wire.