1. GETTING THE MOST FROM YOUR PUBLIC RELATIONS RESOURCES
 Paul Wagner, President, BALZAC

2. 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

3. 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

4. GOAL OF MARKETING: OPENING THE DOOR
You need to Define Winery Position
You must Understand Distribution
All this will Support Sales

5. 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?

6. SWOT DIAGRAM
Strengths
Weaknesses
Opportunities
Threats

7. SWOT Analyze competitive PR programs Focus on high return programs
Invest in long term strategies

8. 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

9. 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

10. DON’T JUST TALK; LISTEN
“Propaganda ends where dialogue begins.”
Marshall McCluhan

11. So what are the delivery systems?
Identify your audience
Deliver the message
Evaluate results

12. 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.

13. 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?

14. WHAT (WINE) MAGAZINES WANT
Best buys
High scores
News
Interesting photos
More readers, better readers

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

16. PUBLIC RELATIONS TACTICS
Press kit
Press releases
Sample mailings
Newsletters
Events and promotions
Media training
Media relations
Trade shows
Market visits
Sales support

17. PRESS KIT A reference library Content Backgrounder
People, people, people
Swot--what is different
Recipes/photos/support
Format—contact info!
Style

18. 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

19. SAMPLE MAILINGS What's the point? Who's the audience?
Editorial calendars
Research and reminders

20. SPECIAL EVENTS Wine festivals Donations Market visits
Word of mouth—the buzz

21. 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

22. 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

23. 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

24. MARKET VISITS: GOALS AND BUDGETS
Distributor meeting
Key accounts lunch
Media lunch
Consumer event

25. NEWSLETTERS/BLOGS They're usually not news Goals and budget
Goals and budget
Direct mail sales
Build brand loyalty
Create visitor traffic

26. 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!

27. 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!

28. STRATEGIES FOR MANAGEMENT
Management is the first public
Approval process
Defining expectations
Cost effectiveness--national marketing amortization

29. PR 101 IN SUMMARY Know your message Identify your audience
Deliver the message
Evaluate results

30. DEFINE EXPECTATIONS Goals and budgets
Hard results vs. Image enhancement
Be accountable—for all our sakes