Wine PR is Not What It Used to Be
Public Relations changed in these last two decades, and the same goes for wine PR. Wine tasting event or a winemaker dinner was all you had to do to get press, but this is just one part of the Public Relations. Many new forms of PR appeared and some of them involve Internet. The entire wine industry felt this change and it was necessary for wine producers to join in the new developments. If they decided not to follow new trends, they may lose their customers and their business.
What's New In the World of Wine PR?
Social media is the most important change the wine producers have to deal with. Blogs also become an important part of wine Public Relations as they are a good way to keep clients, customers and everyone else posted on all kinds of activities. What's important to note is that the fundamentals remain the same, even though the media has evolved. There are still those three departments that Media Company needs to care for. These are:
- Audience development - now in the form of online readers and subscriptions to YouTube channels and such
- Engagement - now in the form of blog posts, videos and online coupons
- Revenue - advertising revenue, for the most part
A winery is responsible for all three departments or a PR firm winery decides to hire. In any case, it will be necessary to build audience via Twitter, LinkedIn, Facebook, Pinterest and Instagram. The responsibility of a winery (or a PR firm) is to engage the audience on these social media with blog posts, sweepstakes and videos. Great storytelling is a must as this is the only way to get the attention of the audience and wine writers.
The Results of Wine PR
If done properly, wine PR will drive sales and increase the brand visibility. The winery will be able to sell more wine to the audience it engages via various media channels. Just like newspapers can sell their advertising, the winery can sell its products on each and every media channel it has an account on.
Basically, it is much easier to connect with the customers now, and connect on a deeper level. 20 years ago, customers could read about a certain winery in the newspapers or watch a TV presentation about it. But today, they can talk to the wine makers directly by sending those messages on the social media sites, sending emails or simply leaving comments on their blog posts. This can create devoted customers who would influence others.
The negative side of all these media channels is that there is a lot more work to be done. Any experienced PR firm will tell you that they have a lot more work to do now as they have to cover all the review sites, wine bloggers and everyone else who has an influence. 20 years ago, Health PR was focused on a number of influencers that was considerably lower. So, any winery that wants to do wine PR would have to dedicate a lot of time to manage its Public Relations correctly.