Wine PR? What Exactly Do You Do?
Sometimes this questions sets me back on my heels because from day-to-day my responsibilities to my clients change, the things I'm asked to do change, and I'm not always sure, on any given day, exactly what I'll be doing. In other words, while there are some vague boundaries to the realm of "PR", it's not always so well defined.
For this reason, I thought I'd point readers to at least one view of what Wine PR is all about. In this case it's a job description for a "Director of Public Relations" now open with Constellation Wines U.S. The job listing is over at winejobs.com and is a pretty thorough, top-down explanation of what is expected from a PR pro working for a large firm. What's interesting about the job description (which does not list salary possibilities) is that if you scan it with a small winery's needs in mind it actually translates. That is, what Constellation expects of the person filling their Director of PR position is what would generally be expected of the person doing PR for a small or medium sized winery.
Now, while I have worked with large wine organizations over the years, it has not been my preferred sort of client. Things tend to move a bit more slowly than with small and medium-sized wineries and the layers of bureaucracy tend to be more imposing. Still, this kind of position doesn't open up that often. We are looking at one of the most influential, powerful and vibrant wine companies in the world seeking out a PR pro for the position that sits just below their VP of Public Relations.I would suspect they will receive MANY resumes.
One thing very interesting about the Constellation job posting is that there is no mention of Social Media. Among the Constellation-owned brands is Robert Mondavi Winery. They have a Facebook page. It possesses 2 fans. Perhaps the area of Social Media is part of the job postings note that candidates responsibilities would include: "Execute focused public relations and communications plans, ideas and
programs that support the strategic messages of each estate for
multiple wine brands."
Either way, for those of you who have asked, "What do you do", this job posting is a good start toward an answer.