How To Tell Your Winery Story Effectively
A wine publicist/writer reminds us that wine PR is an art and profession
I don’t know how many winery and wine-related businesses have engaged my services as a publicist and media-relations professional over the past 30 years. It’s a lot. But what is interesting is that the formula for helping companies draw positive attention to their products and services through media outreach has not changed in those thirty years despite the drastic changes that have overcome the media landscape in that time.
The formula for drawing positive media attention to products and services requires the following:
Determine the messaging likely to appeal to a targeted audience
Determine the media that serves that audience
Understand the editorial policies and perspectives taken by those media outlets
Determine who at each media outlet is most likely to assign or write the story
Fashion and deliver a compelling story idea to that person
Provide that person with any resources they need to write or assign the story
Repeat with another media outlet
There is nuance involved. But the general formula involves research and really great storytelling delivered in a compact and efficient way. Skip any of the above steps and the media outreach effort will fail.
I was reminded of just how important the storytelling part of this formula is when I saw a press release from Alan Goldfarb announcing his public and media relations services’ new website: https://allmediawinerysolutions.com.