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JD,PR Advice

PR 101: When you hire someone to do PR for you, that’s not where your job ends

It’s where it begins for true success…

I wish I had penned that bit of wisdom, because it’s brilliant. Alas, it was penned by another, and I don’t take credit for someone else’s words of wisdom. So, credit to the universe.

When I read it, I didn’t make note of the author. The words, however, have never left my mind.

Another great bit of knowledge that I’ve found is by LAD Communications, penned by Anne Louise Bannon (May 2002 issue of Wines & Vines): “Which may mean that even when you’ve gotten big enough to hire someone to do your publicity for you, you’ll still be doing much of your own PR. But that’s what telling your story is all about, and that’s what sells wine.”

This is still relevant today, even though it was written in 2002.

This is very important information when you’ve decided to hire a PR agency or person to represent you. In the wine business, how many brands are out there? I’d love an exact figure, but I don’t have it for this world-wide market. It’s not outside the realm of possibilities that there could there be as many as 10,000 worldwide?

It’s not like the peanut butter business, let’s say, where you’ve got less than a dozen brands. Those stories are very easy to tell. Nobody cares who started the company, and nobody’s going to ogle over the flavors. It’s pretty straight forward, “Is is smooth or chunky?”

With wine, your flavors will stand on their own, against the other 10,000 in the world.

So, what’s going to really sell your wine to a wine writer who could be thinking to him or herself? “Who are the characters behind the scenes, tell me everything you can about this person or people, and when may I talk to him or her?”

So, PR 101 is really what my mom drilled into my head ever so long ago, “God helps those who help themselves.”

PR people are just the missing link in the process to bridge the gap between who you are and getting that story into the hands of a writer. PR people open the door for you, and your job is to then step-up and be willing to tell your story, when the opportunity arises. And remember, opportunity only knocks once.

Cliche? Yes.

Good advice? You decide…

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