PR 101,PR Advice,Wine

PR 101 – Sending wine media your “scores”

Want to keep the peace?

Sending wine media your “scores, ” is like sending wine media … thinking here for the simile… your neener-neener…

Wine writers want to taste your wine for themselves. They want to know what it tastes like on their own palates. They don’t want to know that you trusted someone else to evaluate your wine, when you didn’t share with them, and now you’re there to taunt them.

The quickest way to disturb the big guys is to tell them what another big guy had for an opinion.

You can either trust my expertise, or you can find out for yourself… Just don’t – as one of my clients – ever insist that I send out “that” press releases. It’s the kiss of death. I won’t do it, and I will tell you what I’ve told others… I’m not going to do it.

Your money is not that important to me.

Why? It won’t be the client who becomes hated, it will become me. I’ve got too much to lose for that one.

This news needs to go to your social media fans. They’re the ones who will be impressed and wowed…

And, this is what makes the differences with wine buyers. You’ve got points? You’ve got credibility and you’re going to make their job easy…

11 Responses to “PR 101 – Sending wine media your “scores””

  1. F.S.R. says:

    I’m totally agree. Nice post! 😉
    I’ll wait for you on my http://www.wineblogroll.com

  2. Funny, nobody ever sent me their neener-neener! But they DID send me their scores, and you’re right, Jo, it was not a very well thought-out decision.

  3. Thanks, for saying yet again, something that needed to be said.

  4. I actually don’t mind seeing how other critics have scored wines. Not because I have any intention of matching them, but rather I value the insight obtained as to palate preferences of various critics and publications. Someday, someone will create a resource where every wine reviewed by at least three critics will list all the published scores for that wine so a range of scores would be available. Wouldn’t a range of scores from a number of critics be more valuable than a single score by one critic? Wouldn’t the consumer be better served? Wineries invariably supply the consumer with the highest score for a wine regardless of source if they have submitted the wine to several reviewers. “We just got a score of 95 from blah blah!” failing to also report they got a 91 from another blah blah.

  5. Megghen says:


  6. Paul Franson says:

    You’re absolutely right. And on top of that, I know from experience that my taste doesn’t mesh with some of the big names.

  7. Robert Holmes says:

    I feel the same way at some tastings when I’m told what I should be tasting. If I don’t get the black fruit being told it’s there doesn’t help. I’m perfectly able to decide for myself how the wine tastes.

  8. Jo Diaz says:

    Rusty, I understand your thinking, because you have tastings with other people whose palates you respect. The collecting tasting works really well, which is why I also advise my clients to submit wines to wine competitions, as well as sending to major publications. I recently listened to your broadcast on Petite Sirah. It was interesting to hear the different opinions of your group and the sharing that happened. It broadens the tastings.

    Petite Sirah, a test drive ~ GRAPE RADIO: http://www.graperadio.com/archives/2016/02/29/petite-sirah-a-test-drive/

  9. Pamela says:

    I want to be shielded from prejudicial influence prior to tasting any wine. Send me the technical notes and I am happy.

  10. Jo Diaz says:

    I’m with you on this one, Pamela. I don’t care who has given what to whom. No one sits inside of my mouth, besides my own taste buds; only they know what works for me.

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