The Tasting Panel magazine

May 2017

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may 2017  /  the tasting panel  /  87 E ntrepreneur Richard Branson once said, "A good PR story is infinitely more effective than a front page ad." In the wine and spirits world, can PR equate to verifiable ROI? The Tasting Panel gathered three beverage PR experts with nearly 100 years of combined experience: Tim McDonald of Wine Spoken Here has been at the game for nearly four decades and clients include Distillery 209, Peachy Canyon and Steele Wines; Sam Folsom of Folsom + Associates has more than 30 years of experience, includ- ing current clients Robert Mondavi Winery, Castello di Gabbiano and Gary Farrell Winery; and Kimberly Charles of Charles Communications currently reps the Lodi Winegrape Commission, Gallica in Napa Valley and Neyen in Chile, among others. So, what exactly do you do? Sam Folsom: Above all, we are storytellers. We understand our clients' business, goals and background and help with message development. Kimberly Charles: We hone the story. We also provide media training, speech writing, partnership marketing, special event creation, web content and strategy, bench- mark tastings and video content. Tim McDonald: Job one is always about being a resource for journalists. What we actually accomplish is storytelling and ink procurement over time. Sales sustainability, new distribution, and healthy depletions rely on PR to be suc- cessful in the long term. It's four important items: features, scores, awards and accolades. How can a PR firm secure ROI for a winery/distillery? SF: PR directly helps sales when it generates a review or accolade that can be used as a selling tool to distribu- tors and, of course, when it prompts a consumer to buy. Such credible, third-party reviews have the added weight of implied endorsement. KC: Getting the wine or spirit in the hands of a capable and respected reviewer is a building block. Writing compelling materials to get attention—a press release, press kit or web content —will ensure you stand out. Having a review that directly links back to one's site or a seller site is key. TM: Public relations is about reputation engineering; it takes time and can be challenging to measure ROI. Costs associated with a communications agency is part of an overall marketing budget, which in some cases includes advertising or promotional efforts; however, both support sales, and new consumers turn 21 every day. What's the most misunderstood part of your job? SF: The amount of time it can take for a story to get developed, written and published. Working with the media is very different from working with the trade or consumers. It's almost like speaking a different language. There are practices, sensitivities and conventions that are unique with the press. Disregarding those practices can cost you a story and even a future relationship with a writer. KC: It's a marathon not a sprint when working with the media. It takes talent, training and attentiveness to really excel at being a spokesperson. You'd be surprised at the number of people who think their story is compelling enough that they don't need to listen to us. Final thoughts? SF: In public relations sometimes things go wrong; no-shows or cancellations for events, unexpected develop- ments. It's part of the business. But we minimize that impact by paying great attention to detail and anticipating problems. KC: The best relationships and outcomes we've had have been with clients who, like a solid marriage, commit to the long view together. Some years are extraordinary, some are challenging, but there are rewards for growing the relationship. TM: Things change in the beverage industry daily; labels, new brands, DTC, consolidation, but one thing remains the same . . . relationships. THE TASTING PANEL GATHERED THREE BEVERAGE PR EXPERTS TO ANSWER THIS QUESTION by Michael Cervin / photo by Kent Hansen Sales sustainability, new distribution, and healthy depletions rely on PR to be successful in the long term. It's four important items: features, scores, awards and accolades.

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