Both hosts and attendees should be prepared for a media visit.
By Carl Giavanti
I recall once picking up a media guest at the Portland, Ore., airport. After greetings and hugs, they pulled a crisp printed itinerary out of their luggage and proceeded to read it as we drove off. “Any questions or concerns?” I asked.
“No,” they replied. “I just wanted to see what we’re doing and where we’re going.”
Huh.
We all face the challenge of finding time to research and prepare in advance of hitting the wine road. I can’t count how many media visitors I have entertained in my capacity as a winery publicist that arrived unprepared, hadn’t reviewed the detailed press materials nor even where touring would take us, despite all being provided well in advance. It’s definitely more than I’d like to admit.
Rules of the Road for the Wine Media
The media landscape and agency interactions have changed dramatically over the years.
20 years ago, PR agencies required assignment letters in exchange for hosting visiting writers. By the mid-2000s, blogging and self-publishing banished written proof of obligation as bloggers enjoyed an almost unfettered episode of wine-soaked notoriety. Vetting by website analytic tools was helpful, and said bloggers provided “estimates” of monthly unique visitors, pages and time on their websites. Today, agencies tend to ask for more “predictable outcomes” and assurances. Content creators, neé influencers, offer pay-to-play agreements on a contract basis.
I’m sorry it has come to this, dear industry and media friends. I preferred the more open-ended, less formal and long-standing implicit agreement that you’d write if I did a great job in my capacity as a winery publicist, and you enjoyed your visit, overall experience, and of course, liked the wines.
In sum, wine communications folks only really need a few things from their wine media friends these days. Stated in the simplest terms: do what you signed up for.
- Understand the arrangement. Regions host press in hopes of coverage. It’s not just familiarity;
- Land an assignment. Try to pitch and confirm assignments in advance. It builds confidence;
- Come prepared. Read the itinerary; research and contact fellow press peeps; ask for more info;
- Do your research. Hit the host region website, mobile apps and winery sites. Prepare questions;
- Be kind, considerate and on time. Enough said;
- Be flexible. Imagine you’re hosting this trip. Be patient, as things come up unexpectedly;
- Take notes. Press trips are like drinking from a firehouse. It’s impossible to retain its data dump;
- Take photos. Know your publisher’s image specs and what you need to provide in advance;
- Post along the way. Social posts with tags and hashtags help engage the wine community; and
- Be diligent. Try to start the article during the trip and on your return flight while all is still fresh.
Winery Reps, Preps and Presentation
We know that wineries have capacity constraints, and the value of carving out time for media visitors can seem uncertain. Getting media attention and coverage directly impacts whether you are a reliable player in your region and top-of-mind with consumers. Be prepared and know what to say at each event. A few examples:
- Know what one thing is most unique, compelling and memorable about your brand;
- Know the key messages of the AVA and themes of the media trip, then tailor your messaging;
- Research the media guests, read their writing, learn their story interests. Tailor your messaging
- Follow media guests on their social platforms. Like and comment in advance if possible;
- Ask what each writer is interested in, what they want and need, and tailor your messaging;
- Be clear, concise and approachable during your interactions, and bring business cards;
- If you’re tasting your wines, bring tech sheets or collateral with a QR code to your trade page;
- Invite each media guest to visit or return to your property;
- Email a note of appreciation to each visitor. Most wineries don’t do this so your effort will be noted; and
- Deliver whatever the writers may need (on the same day, if possible) or at least acknowledge requests.
The PR Dance
Running press trips is akin to being a camp counselor. The best ones become adept at juggling multiple personalities and circumstances, not to mention special needs and interests. Trips never go as planned despite the valiant efforts of the organizing PRs or agencies. We all know the best practices:
- Group Media Guests. Know their level of wine knowledge and pre-school guests with websites, wine apps, online courses and share all media attendees’ backgrounds in advance;
- Flexibility. Have several Plan Bs, especially during harvest and other peak winery occasions;
- Lodging. Sufficient for guests to write and unwind on rest breaks. No one wants a media revolt;
- Quantity matters. How many wineries is too many? Decide on a broad stroke or deep dive trip;
- Introductions. Allow for winery and media introductions at each stop on the itinerary;
- Themes. Organize the itinerary so wineries can drill down on topics with targeted messaging;
- Diversity. Include winery reps with diverse locations and opinions. No region is a mono-culture;
- Timings. Hedge departure, driving and arrival times in hopes of staying on plan. Be great timekeepers;
- Connect. Provide social media handles and contact info for all wineries for posting during the trip; and
- Follow-up. Writers are busy people with the next assignment in-hand. How can you help?
Press trips can be a fantastic way to showcase a brand, AVA, region or wine style. But to successfully execute such a large venture takes extensive planning and, more importantly, buy-in from both participants and attendees. But with the right mix of structure and flexibility, you can deliver your message with confidence.
Next week: Reflections on Recent Press Trips: A Publicist Weighs In
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Carl Giavanti is a Winery Publicist in his 16th year of consulting. Carl has been in business marketing and public relations for over 30 years; his background in tech, marketing and project management informs his role as a publicist and wine writer. Clients are or have been in Willamette Valley, Napa Valley, and Columbia Valley https://carlgiavanticonsulting.com/ He also writes for several wine and travel publications https://linktr.ee/carlgiavanti
