Wine professionals share what works (and what doesn’t)
once they’re touring to your area.
By Carl Giavanti
I’ve been within the enterprise of relationship administration and communications for greater than 25 years, occurring 16 years as a vineyard media relations guide, and coming into my third yr of wine and journey writing. The interactions between PR businesses, wine media and wineries are fascinating to me, and I’m having fun with taking part in each side of the proverbial desk. This third and ultimate installment of press journey greatest practices articles options a number of wine writers and critics that I like and have interviewed for the Turning the Tables column in Wine Business Advisor. Listed below are their views and suggestions for working with the wine media and maximizing outcomes for press journey experiences.
Felicity Carter, Drinks Insider Podcast https://www.drinksinsider.com/
I haven’t participated in an old-school press journey for a really very long time—I are inclined to journey for conferences and people sorts of occasions today. However again after I did them, I discovered the most effective journeys have been those that weren’t relentless. Journalists, by definition, are writers and want some down time to have the ability to write up notes and observations whereas all the things is recent. Organizers have a pure urge to indicate guests as many wineries as attainable and use the obtainable time to the utmost, but it surely turns into counterproductive if the schedule is packed from breakfast to midnight. The opposite factor is to withstand the urge to serve three-course meals at each cease. Hold it easy.
Brianne Cohen, Freelance Author BrianneCohen.com
There are two musts for me on press journeys. A profitable press journey contains each scheduled time and free time daily (even one hour!). Many members of the media run companies, and it isn’t splendid to schedule out daily from breakfast till the tip of late dinners. Additionally, please guarantee sufficient time is inbuilt at every occasion for the media to ask questions. Typically, the vineyard and regional presenters take up your complete time, and we can not get our questions answered.
Greig Santos-Buch, Co-Founder Winetraveler.com
Profitable press journeys mix structured exploration with the pliability to uncover tales that replicate the actual experiences our readers can count on. It’s nice to have behind-the-scenes entry, however finally, we’re there to distill it down into insights and options that information Winetravelers in crafting their very own memorable journeys with no need insider privileges.
A press journey that fosters real relationships between media, wineries and company representatives provides authenticity to the storytelling. When these interactions reveal experiences and insights which might be accessible to the on a regular basis Winetraveler, it makes the story not simply inspiring but additionally actionable — so readers really feel outfitted to discover and join with a wine area in a significant approach.
Reggie Solomon, Wine Fanatic https://www.wineenthusiast.com/contributor/reggie-solomon/
I’ve been on many press journeys of varied varieties and with various budgets. The perfect press journeys I’ve been on present a mixture of devoted studying alternatives and thoughtfully complementary experiences. I adore it when a area supplies an hour-long seminar to assist educate me in regards to the area earlier than showcasing it. For instance, host an hour-long morning seminar in regards to the wines of Picpoul after which take me to a seafood lunch with producers to indicate how effectively their wines pair with seafood. The perfect journeys use as lots of the senses as attainable to get the purpose throughout.
I additionally adore it when a wine area does a mixture of low- and high-fidelity experiences. For instance, having a easy, homecooked, casual meal with a winemaker after which the subsequent night time having a structured tasting at a snazzy restaurant. Media professionals need to be stunned and stored guessing about what’s coming subsequent. Give us a mixture of experiences that showcase the most effective of a area and that reveals us the wines may be loved by its on a regular basis residents in addition to its bourgeoisie.
Craig Stoltz, Editor FWT Journal https://fwtmagazine.com/ and https://craigstoltz.substack.com/
The perfect PRs spend time attending to know the writers and their shops to allow them to tailor particular person facet journeys and diversions. Herding a dozen journalists by means of the identical venues on the similar time is environment friendly for the PRs and their shoppers, however a horrible solution to generate authentic, memorable tales that join with readers.
Meg Maker, https://terroirreview.com/ https://megmaker.com/
As a journalist, I would like entry to principals and sufficient time to assemble their real insights. That’s not one thing that may occur in a couple of minutes, because it takes time to construct the rapport that earns me the precise to ask exhausting questions.
Interviews are more durable in group settings, as a result of each journalist has a specific data agenda and deserves air time. Alternatively, everybody’s aware about everybody else’s interview, and it’s widespread for one journalist to ask a query and discover the quote in a colleague’s story. Ditto pictures art-directed by a single individual on the tour. Group journey can stifle creativity and result in boring sameness.
Colleagues usually be taught from and assist each other, and I’ve shaped essential relationships with journey companions. We examine notes and construct on one another’s insights. We additionally bond over shared hardship, as a result of press journeys are all-consuming. I’ve hardly ever had bandwidth for another work — to say nothing of sleep, train and household check-in. Worse from an expert perspective is that few itineraries permit time for the reflection wanted to develop a principle in regards to the place. I write to make sense of the world. Reflection generates concepts and reminiscence, which assist me inform nice tales.
Probably the most useful publicists invite journalists with loads of lead time, then begin a gradual drumbeat of data proper as much as departure. It’s crucial to obtain an in depth itinerary upfront; it might appear shocking, but it surely’s widespread to get an inventory of the wineries I’ll be visiting, and the locations I’ll be staying, the day earlier than I fly. It is a squandered alternative, because it doesn’t permit time to analysis specifics and formulate good questions. To not point out pack appropriately.
Carmelo Giardina, Vineroutes. Ontario https://vineroutes.com/
Profitable media press journey hinges on three parts: Training, a balanced itinerary and content material.
When it comes to schooling, I worth journeys that transcend surface-level experiences and supply extra of an in-depth publicity to the area, winemakers, winery practices and, after all, the wines. Assembly with winemakers and understanding their philosophy is crucial. Experiencing the vineyards and services first-hand helps achieve insights into nuances of manufacturing, winemaking methods and buyer relationships. All of it lends to the authenticity we’re looking for.
A well-structured itinerary ought to discover steadiness between studying, exploration and downtime. Having a while to replicate, ask questions and simply soak up the atmosphere is essential and simply as essential as the varied actions we’re there for within the first place. The chance to have interaction in significant conversations is vital to getting the complete image.
Concerning content material, I feel a press journey ought to encourage a number of tales — providing loads of materials for content material creation. It’s not solely good ROI for the organizations inviting us and caring for our go to, it’s good ROI for us writers as a result of it makes our journey effectively price our time.
Debra Parker Wong , DWSET. 2023 Business Chief https://deborahparkerwong.com/
I’ve been on loads of press journeys and, over the past 5 years, along with being a commerce author, I’ve donned the hat of a researcher and my whole strategy has developed. Now, I check with press journeys as “area research” in an try to legitimize an expertise that many nonetheless view as both a “demise march” or a “booze cruise.” Listed below are a couple of observations that I’ve seen work very efficiently this previous yr together with some private “greatest practices” as effectively:
1. When a big group consists of friends throughout a variety of pursuits — for instance, influencers, client press, commerce press, commerce (distributors/gross sales) and educators (not many media are each press and educators) — it’s smart to interrupt out the visits based mostly on the priorities of every demographic after which carry the group collectively for meals to allow them to examine notes and share experiences. Influencers respect way of life, culinary and wine-related elements of tradition; commerce press need tastings with winemakers and time for tradition (visits to archeological websites and many others.); client press want to go to wineries that export to their nation of origin and many others. Extra work for the organizers, sure, however blissful campers throughout.
2. On that very same theme, when teams are small, ideally, they need to be of the identical stripe. Educators are the viewers most keen to go to each tank room with out grievance. Strive that with client and even commerce writers and also you’ll get an earful: “in case you’ve seen one, you’ve seen all of them” (which we all know shouldn’t be true). Combining influencers with commerce press is like oil and water; commerce press are aggravated by what they view because the shallow, self-obsessed pursuits of influencers and, in flip, the influencers are neglected or bored when issues get technical. I’ve seen this mixture work throughout wine competitors visits in Europe when the influencers are judges/educated tasters and tremendous low-key, however I’ve heard horror tales about loud, inconsiderate (speaking over hosts, not tasting, wandering off throughout vineyard visits, making outrageous/entitled requests of hosts and PR folks and many others.) habits from influencers (and the occasional journalist).
3. The “demise march” press journeys appear to be a factor of the previous, as are poorly deliberate journeys that contain touring for hours every day on a bus between wineries or areas. The previous couple of area research journeys I’ve attended have been hyper-regional in focus, included three or 4 visits per day, most, usually with totally different producers at lunch and dinner, and a minimum of one morning or afternoon dedicated to a cultural go to.
4. Except we’re eating at a vineyard we’re visiting, after a protracted day of tasting and winery excursions, we respect having time to refresh earlier than dinner. Journeys which might be hyper-local centered means that is normally attainable and all the time appreciated.
Mandi Robertson, Montreal. Wine author, radio host of Unwined with Mandi CJAD800
I like the concept of getting the choice to return in a day earlier than the journey really begins to present me time to regulate to the time distinction and the journey. I all the time discover I’m completely exhausted on the primary day, particularly touring internationally.
My second suggestion can be to have ‘free time’ within the itinerary. I all the time need time to soak up the information, write down my ideas, take pictures and movies, and simply discover or ask questions — to really feel a spot. Jam-packed journeys are aggravating, and tasting wines correctly turns into very tough.
The third factor can be to go to the precise vineyards/vines the place the wines are coming from. It’s a lot extra significant to wander among the many vines, try the soil and really feel the vitality of the place.
James Melendez, James the Wine Man. San Francisco http://www.jamesthewineguy.com/
Wine press journeys are a privilege on many ranges. Whereas I could also be acquainted with a area, its varieties and its historical past, being on the bottom is invaluable for in-depth reporting and publicity. The tales of wine and place are removed from advised, counting on journalists and their views to craft compelling narratives.
I consider the minimal necessities for a profitable journey are the 4 “P’s”: Presence, precision, ardour and partnership. Being current is essential; it supplies the uncommon alternative for me to have significant conversations with manufacturers and producers about their histories and present choices. My earlier and ongoing reporting highlights my real curiosity in these press journeys.
Precision and accuracy in conveying experiences and producer particulars are important. Ardour and authenticity are crucial for telling tales that nobody else can share. A wine journalist should stay enthusiastic, as nobody has absolutely mastered this topic. Ardour is key in overlaying wine.
Lastly, I search partnerships that stretch past a one-time go to. I intention to report on a producer’s journey, new vintages and different developments. There’s a lot to share and nobody can inform the story alone.
Kathryn Anderson, Freelance Author & Content material Creator Bylines | Journey Weblog
I adore it when a visit has a cohesive theme. It’s very difficult to write down articles when the vacation spot combines meals, wine, tradition, historical past, journey and extra in the identical journey. Additionally, I all the time respect somewhat downtime so I can course of and write notes in the course of the journey. There’s nothing extra exhausting than a press journey that begins with breakfast at 7 a.m. and ends while you get again to your resort at 10 p.m. Downtime permits me time to gather my ideas and start brainstorming article concepts, which ends up in essentially the most well-written and thought-out articles.
Susan Lanier-Graham, www.WanderWithWonder.com
I respect when the PR consultant asks about what pursuits me and helps me tailor a go to to suit what my readers need. I respect receiving an in depth itinerary a minimum of 10 days earlier than the journey. I have to know after I’m obtainable in the course of the journey to deal with my common work (I nonetheless have to reply emails and submit to social media), tips on how to pack, and many others.
That leads me to my third level: please permit for downtime. That is necessary. Moderately than packing my schedule with back-to-back experiences, I would like some downtime (greater than half-hour to change for dinner). Locations and representatives should bear in mind it is a work journey, and I continually undergo story angles as I expertise a vacation spot, resort, vineyard, and many others. I would like time to get a few of that data down in the course of the journey for future reference, submit to social media, set up pictures and perform a little exploring alone to get a really feel for the vacation spot.
Lastly, don’t mix influencers and journalists (print or digital) on the identical journey. Whereas influencers are after nice picture and video ops, writers need extra time to talk with folks, perceive the tales and formulate article concepts. There isn’t a proper or flawed, however every requires a special pacing.
David A. Nershi, Licensed Specialist of Wine Vino-Sphere.com
From the media perspective, time and communication are most essential. When it comes to communication, there ought to be a set itinerary itemizing all stops, journey time and the occasions for every occasion. The important thing contacts, with their contact data, ought to be included. As well as, web sites, social media handles and hashtags ought to be included.
Modifications undoubtedly can occur. If that happens, well timed communication is required. If the e-mail or textual content to the media journey participant isn’t acknowledged, a cellphone name may be wanted. Verbal reminders of the schedule are additionally useful.
The schedule shouldn’t be packed so tight that if one phase of the journey goes longer than anticipated it causes a domino impact, making all the things else late. Writers additionally want time to write down and submit social media. Time to calm down earlier than dinner can be appreciated. The media occasion ought to be remembered because the Superb Media Journey, not the Superb Race.
Lastly, whereas every particular person member of a bunch journey is essential, the bulk shouldn’t endure if one individual has an unreasonable particular request or needs to dally at a specific location.
Amy Piper, Freelance Author https://followthepiper.com/ and Editor https://fwtmagazine.com/
Probably the most essential issues, to me, is a press journey that fits my area of interest in order that I can write a number of articles about it. Time is cash, and if I take a press journey, I can write one thing from a number of angles, rising my curiosity within the vacation spot and the press journey. In brief, a number of story angles are an important factor to me in a press journey.
Leeann Froese, City Corridor Manufacturers https://townhallbrands.com/weblog
A profitable FAM journey balances schooling and leisure, making even complicated subjects (resembling wine) approachable and interesting for all. Writers thrive in an inclusive, comfy atmosphere. When members really feel knowledgeable and valued, the expertise resonates and interprets superbly for his or her audiences. Oh, and it’s essential to have snacks alongside the best way.
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Be aware: This text is an element 3 of a sequence. Earlier installments can be found at
The way to Do Press Journeys Proper: Finest Practices for Media, PRs and Wineries
Reflections on Current Press Journeys: A Publicist Weighs In
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Carl Giavanti
Carl Giavanti is a Vineyard Publicist in his sixteenth yr of consulting. Carl has been in enterprise advertising and marketing and public relations for over 30 years; his background in tech, advertising and marketing and undertaking administration informs his function as a publicist and wine author. Shoppers are or have been in Willamette Valley, Napa Valley, and Columbia Valley https://carlgiavanticonsulting.com/ He additionally writes for a number of wine and journey publications https://linktr.ee/carlgiavanti
