Issue link: http://read.dmtmag.com/i/197178
UNCORKING PR PAUL WAGNER Be a Good Neighbor Don't forget the 'public' part of PR f you've been reading this column over the years, you know that I have a rather simplistic yet effective definition of public relations: it's the relations you have with the various publics of your winery or brand. But there are many publics that you need on your side, and most wineries do a really bad job of managing those relationships. Even in Napa Valley (or perhaps, especially in Napa Valley), local regulations concerning use permits, land policies, business taxation and traffic patterns are major concerns of vintners. These topics directly affect the way all + Local officials need to know you, and wineries are operated, you need to know them. no matter where they're +Neighbors are your most powerful located. It is critical that allies, if you make the effort to get to area officials understand know them. what you do, and why +Local writers sometimes make it to your business is importhe big leagues. tant to the local economy. It's also vital for them +Don't ever forget who picks up your to know that you play a garbage; local issues (and audirole in the larger commuences) should always get their share nity, and how your busiof your attention. ness positively impacts the town or county. These officials aren't going to know if you don't tell them. Every winery should have a plan to reach local officials with a steady stream of helpful information about these topics. More importantly, every winery should have a plan to develop personal and direct relationships with the elected officials in their communities. Letters to the editor and Facebook posts are all well and good, but face time beats Facebook every time. Meet with community leaders, talk to them, understand their goals, and try to SHORT COURSE 16 V I N E YA R D & WIN E RY MANAGEM ENT | Nov - Dec 2013 explain to them how your winery can help the community achieve its goals. And no, you can't hope that some other winery, or someone else, can do this for you. It's your company, and therefore it's your business. COMMUNITY OUTREACH Of course, if you are experiencing some complicated relationships with local officials, it's probably because one or more of your neighbors has complained about you. Remember the different publics for your winery? Your neighbors should be pretty high on your publics list. Let's face it: People are never happy to see a parking lot spring up next to their It's good PR to talk to the winery's neighbors about their concerns. Photo: Thinkstock w w w. v wm m e d i a . c o m