The Kind of Wine Event I Like
Today Wark Communications will help Saintsbury carry out the kind of even that I am most fond of: A tutored tasting of wines gong back 20 years conducted and hosted by the owners of Saintsbury and their winemaker.
I personally like these events because they appeal to the geek in me, they give me time to really consider the way wines age and the pace is always appropriate.
The attendees will be mainly wine writers and members of the wine trade on an invite only basis and it will occur in San Francisco.
As a participant, I’m partial to tutored tastings because I’m a wine geek. The opportunity to delve down really deep into specific wines or producers is what wine geeks live for. As a publicist, I’m partial to them because they not only give the client a chance to offer their perspective in depth but they are also challenged. In front of them sit numerous members of the wine media who are extraordinarily well informed, geeks themselves, and generally very attentive. They tend to ask questions the dig down deep into the producer’s intentions. This is a good thing. It gives the producer a chance to exchange ideas with a wiling audience that knows there stuff.
The problem with these events however is always the venue. While we will be doing this a one of the finest restaurants in San Francisco, it means a number of attendees need to drive a good distance. There is no way around this and it cuts down on the potential number of attendees.
What’s the job of the PR guy at such an event? Generally it’s stay out of the way, make sure your clients know what you know, make sure attendees have what they need or know how to get it, make sure the staff is on top of things, and keep the pace on track.
What’s the expectation for such an event from the client’s perspective? Simple, a chance to tell their story fully and in depth. That’s it. Public and media relations is a long haul effort, an ongoing effort where everything that comes before informs what comes after.