Wine PR Rules #33 and #34
How Not To Practice Wine Public Relations: Rule #33 and #34
Rule #33: DO YOUR HOMEWORK BEFORE CONTACTING A WRITER
Jamie Goode relates a hilarious, but sad, example of a PR Person for a large UK Grocery chain who contacted wine writer Tim Atkin of the Observer in London asking if Mr. Atkin would be interested in occasionally quoting a Master of Wine in his columns. The PR person offered all the strong arguments for including the thoughts of a Master of Wine, a title one earns only after demonstrating significant wine knowledge. Yet, apparently the PR person didn’t think to do their homework. Mr. Atkin holds a Master of Wine title himself.
For anyone out there at wineries or other business who are thinking of contacting the media to pitch a story, it’s always a good idea to learn something about the person you are about to contact. Read what they’ve written. Find out where their words are published.
Rule #34: DON’T ASK REPORTERS TO REPORT ON A GREAT REVIEW
I was talking with a wine writer yesterday. Somehow the discussion turned to reviews and the 100 point scale. This writer is someone who is on every wine media list every created in the past 15 years. He reported to me that on a regular basis he gets press releases from wineries announcing they got 90 something points from another reviewer.
"What are they thinking? That I’m going to write about what’s some other reviewer has said about their wines."
Here’s the tip: Don’t ask a writer to write about what another writer has written. Alright?