Today, more than ever, the writing of a one-page press release is critical, in order to get a wine writer’s attention.
- Writers are getting more mail than ever, and it’s mostly electronic.
- Who has time to read a new version of War & Peace?
- A press release is only intended to get a writer’s attention and less is more.
- You’re writing the press release to get a story or a feature.
- You’re not writing it for the intended media people. They’re going to write their own versions.
- That information is most likely all over your Website already.
- If it’s not, the writer will contact you for more information, and that’s as good as gold for bridge building purposes.
- If it’s more than one page, you’d better have a darned good reason.
- Hopefully, that second, third, fourth, etc. page should be an attachment of worth.
- In the wine business, maps, images, tech sheets, etc.
- Snap decisions… delete…
- Most writers you query will make the first decision in the headline.
- The next snap decision is in your first line.
- One writer just said to me, “If I read one more press release that starts with the word, ‘Imagine,’ I’ll… and he hesitated for the right word – so I threw in “puke.’ We both burst out laughing…
- Emails get deleted in a blink, as compared to snail mail deliveries; because more time, effort, money, and personal contact goes into the latter.
The following is a press release that recently I crafted, just to give you a practical example. It took me about three hours to write this one. When there are fewer words that hit a target hard and fast, it’s because there was more time spent researching, planning, strategizing, writing, editing, rewriting, and editing of the content… Always cutting out any superfluous words.
You want to inspire a writer, not overwhelm him or her.
Writing less with more content is an art form. So, here’s my latest work, as an example of saying it with fewer words, but saying all that needs to be said to create more interest.
Oregon Public Broadcasting has launched a new video
About the Oregon Wine Pioneers
Our OR PG group is so pleased to have two members included
Windsor, CA: Produced by the Oregon Historical Society, this video is extremely well done, capturing the heart and soul of the Oregon Wine industry. “Oregon Experience: Oregon Wine: Grapes of Place; Pinot noir has gained near cult status as Oregon’s premiere wine. But it wasn’t always so…” As it all began in the 60s and 70s.
- LINK: http://www.opb.org/programs/oregonexperience/programs/player/39-Oregon-Wine-Grapes-of-Place
- SHORTENED: http://bit.ly/Le6iDO
Pioneers include (dates are from their websites):
- Hillcrest Vineyards ~ Richard Summer ~ 1961 (with the help of Adolph Doerner)
- The Eyrie Vineyards ~ David and Diana Lett ~ 1965 planted, 1970 first vintage
- Erath Winery ~ Dick Erath ~ 1968
- Oak Knoll Winery ~ Ron Vuylsteke, Sr. ~ 1970
- Ponzi Vineyards ~ Dick & Nancy Ponzi ~ 1970
- Adelsheim Vineyard ~ David Adelsheim ~ 1971
- Socol Blosser ~ Bill Blosser and Susan Socol Blosser ~ 1971
- Charles Corey Vineyards ~ Charles Corey (Old Reuter Farm) ~ 1975 (Today called David Hill Winery)
- Tualatin Estate Vineyard ~ Bill & Virginia Fuller ~ 1973
- Elk Cove Vineyard ~ Joe & Pat Campbell ~ 1973
- Amity Vineyards ~ Myron Redford ~ 1974
- Yamhill Valley Vineyards ~ 1983, 1985 top winner of the New York’s International Wine Center competition
- Domaine Drouin Oregon ~ Robert Dourhin ~ 1987
- Robert Parker gives high scores to OR Pinot 1985: Elk Cove, Oak Knoll, Sokol Blosser
- Former Enology Extension Specialist OSU ~ Researcher Barney Watson of Oregon wine industry
Oregon Pinot Gris is also a “grape of place,” to quote Myron Redford, as he waxes poetic about Pinot Noir.
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