Issue link: http://read.dmtmag.com/i/111102
UNCORKING PR PAUL WAGNER Deliver in the interview itself. This is where all that time and effort spent on media training pays off. Roll those clever and memorable quotes out with a smile and style. Direct the interview back to your story and your version. Don't get sidetracked. Give writers everything they need to write your story the way you would tell it, and keep them on topic. Ensure that you have all the data and material to illustrate your points. Come to the interview with that information printed out, in color, with charts, graphs, maps and anything else you need. This is your one shot to make your case, and it is not to be missed. Don't send this stuff later, when the writers have forgotten half of what you said, and listened to others who have convinced them to see things differently. WHIFFED PITCHES You've spent the last three months developing a story that you think is pretty good. It puts your winery in a positive light, and opens the door to follow-up stories. But when you pitch it to the media, nobody bites. You're baffled. The only people who can explain why this happened are the writers. Advertise Now Online In Print 707.577.7700 Wine Industry Internet Social Media Marketing Building Sales for Wineries & Suppliers • Facebook Development & Training • Social Media Management • Services For Getting Found Online • Tasting Room Sales Training "Let my team help your team succeed" –Barrie Cleveland Free Social Media & Online Review 805.543.1363 bcleveland@WineryAdvisor.com www.WineryAdvisor.com Paul Wagner formed Balzac Com- "Winery Advisor has been instrumental in our direct to consumer marketing approach and increasing our tasting room and club sales." -Mike Giubbini, Owner, Rotta Winery 20 V I N E YARD & WINERY MANAGEMENT | When we pitch a story, we always try to ask writers what they think of it. Listen to them; when they tell you something doesn't work, take notes. And go back to the drawing board with that feedback in mind. We have been able to redraft pitches and story ideas and make them successful once we've heard what the reactions are among a few key writers. PR needs to be two-way communication, and that means listening as well as talking. Also, if you swing and miss on a pitch, find a writer or publication with a different set of interests or readers. Not every story is meant for every publication; that's why there are so many magazines (and blogs!) on the market. Just because you struck out with one set of writers doesn't mean you are doomed. Nor does it mean that you will eventually succeed. Always be prepared to adjust your approach so that you have the best possible chance of success. That means adjusting both your story and your target media. If you are really committed to doing good marketing and PR, you will have to take chances. You will have to be creative and try new things. Not everything will work, but don't let that discourage you; how you treat those failures will play a huge role in determining your long-term success. If you throw up your hands in frustration, fire a few people, and go right back out with the same old program, you will not win many games. But if you look at each program as an opportunity to learn more, and you use what you learn to make your campaigns more effective, you will win a lot more than you will lose. And the more you do it, the more success you will have. Complaining is for losers. Learn to win. Mar - Apr 2013 munications & Marketing and is an instructor for Napa Valley College's Viticulture and Enology Department. Comments? Please e-mail us at feedback@vwmmedia.com. w w w. v w m m e d i a . c o m