Download PUBLIC RELATIONS 101

GETTING THE MOST FROM
YOUR PUBLIC RELATIONS
RESOURCES
Paul Wagner, President, BALZAC
PUBLIC RELATIONS:
it’s relationships with publics
• How many publics do you have?
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Media—print, electronic, bloggers, etc
Social media
Trade
Consumers
Neighbors
Local officials
Employees
And so many more
PR is a Function of Marketing
• So what is marketing?
• Finding a need in the market, and develop a
product to meet it.
• Promotion, protection and
Enhancement of your brand
GOAL OF MARKETING:
OPENING THE DOOR
• You need to Define Winery Position
• You must Understand Distribution
• All this will Support Sales
So what is your position?
• How are you different from every other
winery on the planet?
• How are your wines different from the
120,000 SKUS in the market?
SWOT DIAGRAM
• Strengths
• Weaknesses
• Opportunities
• Threats
SWOT
• Analyze competitive PR programs
• Focus on high return programs
• Invest in long term strategies
PR 101: The Basics
• Develop your key message—what makes
you unique?
• Identify your audience—who and where are
they?
• Deliver the message
• Evaluate the results
MEDIA TRAINING
• GET A PROFESSIONAL
• Forget tv, focus on content
• Consistent style and message
• Dramatics and emphasis
• Practice, practice, practice
DON’T JUST TALK; LISTEN
“Propaganda ends where dialogue begins.”
Marshall McCluhan
So what are the delivery systems?
• Identify your audience
• Deliver the message
• Evaluate results
Why all the focus on media?
• Traditional media allows you to talk to one
person, a journalist, and get you message to
thousands, even millions of people
• Social media is more segmented
and diverse…and the ratios are
much smaller.
PR is marketing your message to
the media and other publics
• What is marketing? Looking for a need in
the market.
• What does the media want/need?
WHAT (WINE)
MAGAZINES WANT
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Best buys
High scores
News
Interesting photos
More readers, better readers
MEDIA RELATIONS
• Get to know them
• Read their articles
• Talk to them about their interests
• Give them what they need
PUBLIC RELATIONS TACTICS
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Press kit
Press releases
Sample mailings
Newsletters
Events and promotions
Media training
Media relations
Trade shows
Market visits
Sales support
PRESS KIT
• A reference library
• Content
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Backgrounder
People, people, people
Swot--what is different
Recipes/photos/support
Format—contact info!
Style
PRESS RELEASES
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News, not announcements
A/P style and format
Research the facts
Read the publications
Ask the editors
Refine the story
Resend or resell the story
SAMPLE MAILINGS
• What's the point?
• Who's the audience?
• Editorial calendars
• Research and reminders
SPECIAL EVENTS
• Wine festivals
• Donations
• Market visits
• Word of mouth—the buzz
WINE FESTIVALS:
GOALS AND BUDGETS
• Trade show booths--play to win, don't just
show the flag
• Who will notice if you're not there--and
how to deal with them
• Wine costs, travel expenses
• Piggyback for cost effectiveness
• Everyone else will be in town
at the same time
EVENTS AND PROMOTIONS
• Start with goals and budgets
• Match partners with your key messages
• Co-ops gain attention, but share focus. Don’t get
lost.
• Negotiate to get what you need
• Define expectations, then meet them
DONATIONS:
GOALS AND BUDGETS
• Play to win--and think big
• One big role is better than twenty bit parts
• What can you get in return?
• Negotiate
MARKET VISITS:
GOALS AND BUDGETS
• Distributor meeting
• Key accounts lunch
• Media lunch
• Consumer event
NEWSLETTERS/BLOGS
• They're usually not news
• Goals and budget
• Direct mail sales
• Build brand loyalty
• Create visitor traffic
WORD OF MOUTH: THE
BEST MARKETING TOOL
• Satisfied customers tell 8 people; unhappy ones
tell 22
• Your business must be perfect to get
the recommendations
• If you don’t meet expectations,
you lose
• Goals and a budget!
FACE TIME
is better than FACEBOOK
• Give your customers the tools they
need to be active on social media
• Your business must be perfect to
get the recommendations
• If you don’t meet expectations,
you lose
• Develop goals and a budget!
STRATEGIES FOR
MANAGEMENT
• Management is the first public
• Approval process
• Defining expectations
• Cost effectiveness--national marketing
amortization
PR 101 IN SUMMARY
• Know your message
• Identify your audience
• Deliver the message
• Evaluate results
DEFINE EXPECTATIONS
• Goals and budgets
• Hard results vs. Image enhancement
• Be accountable—for all our sakes