With the media landscape evolving every day, it’s more important than ever to have a successful media relations strategy. This session will explore the highly-fragmented media landscape, discussing best practices for working with both traditional and digital media outlets. Learn how to make your winery stand out by creating a PR strategy, sharpen your storytelling technique by creating an editorial calendar, and prioritize media engagement based on your plan.

1. Successful Media Relations:
Strategy & Management

2. AGENDA
Today we’ll be honing in on three topics:
• What is Public Relations and why does it matter?
• How to shape your strategy.
• Tactics for success..

3. WHO ARE WE?
Michelle Kaufmann
Communications Director
Stoller Wine Group
Craig Camp
General Manager
Troon Vineyard
Michael Wangbickler
President
Balzac Communications

4. “There is no truth. There is only
perception.”
– Gustave Flaubert

5. SO, WHAT
• IS PUBLIC RELATIONS?
Public relations is a strategic communication process that
builds mutually beneficial relationships between
organizations and their publics.

6. THE MEDIA LANDSCAPE HAS CHANGED

7. WHY SHOULD YOU CARE?

8. “There is only one thing worse than
being talked about, and that is not
being talked about.”
– Oscar Wilde

9. FIRST STEP: DEFINE YOUR GOAL.
• Be realistic
• Set a sample budget
• Appropriate staffing resources,
whether yourself, your employee, or
with an agency.
• Assess your story, what makes you
unique* and what aspects you can
build on.
*hint: it’s not a 5,000 case, boutique winery.

10. DO YOUR HOMEWORK
• Read
• Identify trends
• Build a list of leads

11. DEFINE YOUR STRATEGY
Strategy is what helps you achieve
your objectives.

12. “Publicity is absolutely critical. A
good PR story is infinitely more
effective than a front page ad.”
– Richard Branson

13. TACTICS FOR SUCCESS
• Create an editorial calendar
• Send wine samples
• Tell your own story

14. Questions?