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Welcome to our blog.
I don’t get as many comments on my wine blog as I do personal Emails…
I don’t write a blog to elicit extensive comments on what I’ve put out there. Controversial stories always elicits emotions and that’s when people jump right it.
I write in order to distribute information. Then I tend to get private Emails on whatever the topic was, because there’s a shared bond. And, this is actually a great set up for those PR 101 moments I’m looking for. My writing is more akin to when I was teaching and people took notes. That’s because I had the text book in front of me, and was explaining in great detail info for comprehension, not controversy. It’s hard to have a contrary opinion on say, this example:
Who’s going to argue with that? Many times, the things I’ve written on my blog are like that. It’s just an inside view from a wine veteran, distributing that which is real and happening. It sparks something within other wine execs, who then send off an Email. And, this sets us all up for great PR 101 moments.
A blog post I wrote about cork recently elicited this E-Mail from Jeffrey S. Lloyd, Ph.D., Sitrick And Company.
In case you missed the following, thought it could be of interest:
Wine & Spirits’ 25th Annual Survey of the Top 50 Restaurant Wine Brands (http://www.corkqc.com/S-mat/Top50.pdf) asked wine directors at 218 restaurants to name their 10 best-selling wines. Their responses were compiled into a list of the Top 50 Restaurant Brands. Results were presented for 2013 and for the previous 10 years. The results for 2013 by closure type showed that brands primarily finished with cork accounted for 90 percent of the Top 50 Restaurant Brands, up 21 percent, as compared to ten years ago. Brands primarily finished with screw caps showed a 39 percent decline and brands using synthetic closures were down by 70 percent, as reported by wine directors. (Please see attached news release for more information.)
By way of introduction, we are working with the Portuguese Cork Association (APCOR) to help communicate the advantages that cork stoppers have over artificial closures. Please check out our Web site (http://100percentcork.org/) for additional information on our campaign.
This is how a lot of information comes to me, and it’s great PR , and I’m able to share (like I did the one above… and it wasn’t a press release, but just an exchange of information). Jeff’s content enriched the content of this blog before (as inspiration), during (helping to building a case), and after the input (continuation of the conversation).
NOTE TO PR PEOPLE: Reach out via E-Mails, and make your case to someone… personally. Your odds are greatly increased for coverage… regardless of how labor intensive this may seem. It’s the best way to get the attention of today’s busy writers. The press releases are rarely working (too much to read in this fast paced world). The delete button takes even less time than the act of throwing something physical away.
What might be around the next corner is publicity for you.
Winemaker trepidation is pretty common when it comes to wine writers
Working with tons of winemakers, through my 20 years of being in the wine business, I’ve seen many winemakers fear what’s going to happen to their wines, once they’ve been sent for review. Tons of questions arise:
Let me start with something I read and believe in from the 1960s. It’s from the Desiderata:
Everyone of us is born and has lived with different life experiences. We all have different palates; things we like and things we don’t like.
In many regards, we have to take each review with a grain of salt. We run with the good and let most of the bad simply go. If someone really trashes your wine, first of all, they’ve forgotten what mom had to say:
“If you don’t have anything nice to say, don’t say anything at all,” because you’ll burn a bridge that you may later wish you had… You never know…
What we marketing people run with are those comments that closely align with our own way of thinking. Those words become selling points. Wine pros who taste the wine, and agree with the assessment, will be persuaded by a positive endorsement and bring the wine into their wholesale house, retail shop, and/or restaurant. Consumers who like the words are also convinced to try the wine.
But… as I’ve written here before… people don’t have an “unshopping list.” Who has time for that? If a wine gets a bad review, unless the author is way off base and mean spirited in the process, let it go. It’s not going on an unshopping list. Unshopping lists don’t exist. With 10,000 brands flooding our wine world, it’s a drip into an already full bucket.
If negative reviews are consistent, then one has to rethink one’s play book, however. This, too, needs to be said.
So, assuming it’s one bad review, let it go… and in the process remember: If you compare yourself with others, you may become vain and bitter; for always there will be greater and lesser persons than yourself.
Answering those questions above
Glossophobia, the abnormal fear of public speaking or trying to speak, comes from the Greek words:
Speech anxiety is a real apprehension for many people. People are known to fear giving a speech before any group, even if it’s only two or three people “more than they fear snakes, spiders, heights, disease, and death.” (University of Central Florida)
There are many site pages devoted to helping a presenter put his or her best foot forward, because Speech Writing 101 is a very important class to take. This is regardless of one’s major. No matter what business anyone goes into; if you become a leader, you’ll be called upon to teach and/or present in that capacity.
Get prepared, so that when you do give your speech, you’ll not only be more at easy, but you’ll also do a thorough job. Consider all of the following:
Speech writing 101 gives its students the following formula:
To that I like to add:
… Because there always will be questions at the end of any good presentation.
You not only want questions, because you can’t cover everything in the time you’re allotted, no doubt. But, even more important tot he point, you also want to know that you’ve inspired your audience to want more from you… That you’ve been not only informative, but also a bit entertaining, because using humor is known to be the best way to have people remember important points.
Writer Herb Gardner, who is best known for his Broadway hit “A Thousand Clowns,” made this point: “Once you get people laughing, they’re listening and you can tell them almost anything.”