Marketing,Oregon,PR Advice,Wine,Wine Writer,Winery

The Importance of Writing An *Only* One-Page Press Release

Today, more than ever, the writing of a one-page press release is critical, in order to get a wine writer’s attention.


  1. Writers are getting more mail than every, and it’s mostly electronic.
  2. Who has time to read a new version of War & Peace?
  3. A press release is only intended to get a writer’s attention and less is more.
    • You’re writing the press release to get a story or a feature.
    • You’re not writing it for the intended media people. They’re going to write their own versions.
    • That information is most likely all over your Website already.
    • If it’s not, the writer will contact you for more information, and that’s as good as gold for bridge building purposes.
  4. If it’s more than one page, you’d better have a darn good reason.
    • Hopefully, that second, third, fourth, etc. pages should be attachments of worth.
    • In the wine business, maps, images, tech sheets, etc.
  5. Snap decisions… delete…
    • Most writers you query will make the first decision in the headline.
    • The next snap decision is in your first line.
    • One writer just said to me, “If I read one more press release that starts with the word, ‘Imagine,’ I’ll… and he hesitated for the right word – so I threw in “puke.’ We both burst out laughing…
    • Emails get deleted in a blink, as compared to snail mail deliveries; because more time, effort, money, and personal contact goes into the latter.

The following is a press release that recently I crafted, just to give you a practical example. It took me about three hours to write this one. When there are fewer words that hit a target hard and fast, it’s because there was more time spent researching, planning, strategizing, writing, editing, rewriting, and editing of the content… Always cutting out any superfluous words.

You want to inspire a writer, not overwhelm him or her.

Writing less with more content is an art form. So, here’s my latest work, as an example of saying it with fewer words, but saying all that needs to be said to create more interest.

The Making of Arachon ~ Willamette Valley Wines

In the southwest region of France, in the Bay of Arcachon, there’s a small community aptly called “Arcachon.” About 40 miles southwest from the heart of Bordeaux, Arcachon is situated on the Atlantic coastline of the Gironde. Here, both red and white wines are crafts. While mostly being renowned for its Arcachon oysters, it’s also very famous for a few prestigious vineyards that you’ll quickly recognize: Margaux, Lafite, and Mouton Rothschild.

It’s from this region that the Arcachon label derives its inspiration, and it’s also from personal family history.

Arcachon is a second label for Oak Knoll Winery. Oak Knoll’s founder Ron Vuylsteke’s grandfather Leonard, a native of Belgium, was a winemaker in the St.- Emilion region of Bordeaux in the early 1900s. He immigrated to the United States with his family on one of the last ships able to make safe passage out of Europe, just before World War I. Arriving at Ellis Island in New York, the family traveled across the country by train to join relatives who had settled in the farmland of the northern Willamette Valley.

2008 Arcachon Pinot Gris, Willamette Valley ~ Suggested Retail $___

2008 Arcachon Pinot Noir, Willamette Valley ~ Suggested Retail $___

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