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? 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   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 Best buys High scores News Interesting photos More readers, better readers

MEDIA RELATIONS Get to know them Read their articles   Read their articles Talk to them about their interests Give them what they need

PUBLIC RELATIONS TACTICS 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 Backgrounder People, people, people Swot--what is different Recipes/photos/support Format—contact info! Style

PRESS RELEASES 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   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