Connecting with media - make it relevant, authentic and personal

Why pursue engagement with media in its various forms and how do we go about it in wine?

Tonight the SA Chapter of Wine Communicators of Australia hosted another Q&A panel series event on connecting with media. Usually we can share a glass a wine, a laugh and a hug but due to covid we were digital. But we still had the laugh and the wine.

Armando Corsi was MC to facilitate the discussion with our panel of experts: Sarah Stokes of Ball PR, Wine writer and storyteller Katie Spain, digital specialist Kelly Wagner of Purple Giraffe and magazine guru Peter Muscet of Wine Showcase Magazine.

Kicking off with some polls of the audience, we discovered that during covid most had focused on socials and EDMs to their database, with offers and promos being the core drivers along with some virtual tastings. That in the main, the CEO/Owner is the key relationship builder (SMEs), and then the Marketing manager. Interesting that not many had paid for ads or boosted posts.

So, Why is the connection with media important? Why should we bother?

Katie : We (media) need you as much as you need us. Time is short and deadlines are tight. We are bombarded, like everyone, with the influx of information but we have a job to do. Help us do that job. With less time, we rely on relationships we can TRUST to turn around stories that have IMMEDIACY.

Kelly : Have a coordinated approach. Regardless of the medium being traditional or online, you control the NARRATIVE and first impressions of your brand. Be aware of the importance that online has and the benefits in being quick and cost effective. However your message needs to be ON BRAND and consistent. Your team, everyone in house, needs to be on board with that and choose key people that will be the messenger to deliver it. Recognise the effort needed when 49% of the population is on socials with an average of 8 platforms. It influences buyers (60% on Facebook said they'd buy via FB vs in store) and 80% would buy from businesses that have a decent social media presence.

Peter : Media is purely the portal to CHANNEL your message. To REACH your audience, content needs to be newsworthy and worthwhile. Print has a vested interest when they flick from cover to cover but it won't get read if its not engaging.

Sarah : Media is the mouthpiece to CONVEY and deliver the message. If you are involved you may get to choose the way you want it to be done or it may be ill prepared and broken if you are caught out. Remember that journos are on a deadline and they love easier delivery of great stories. Your PR team (external consultant, PR, creative, media, social specialist, marketing consultant), needs to be part of your team, an extension of you so that the delivery is EFFORTLESS.

Does it make sense to separate what’s happening in the digital space with more traditional media forms (e.g. newspapers, print magazines, etc.)? How?

Kelly : Consistency and INTEGRATED messages are important. Understand your AUDIENCE on each PLATFORM. Adjust the style and tone for each platform if it needs to differ.

Katie : The amount we consume is OVERWHELMING. It's a constant battle of how it can be presented between traditional and digital platforms. AUTHENTICITY is king and good QUALITY stories are so important. You know your story better than anyone, journos are there to pull it out (nicely) from you; but pitch it with engagement and great visual elements that could be captured to round it off.

Peter : EXTEND your message and think about how to find your best channels to fit your target. In Magazines, tasting notes hook interest and the medals are always well received. Make sure you submit wines at a realistic price point as many blind tastings are sorted by price. Reach beyond Australia through wine shows and magazines that tell the story internationally. Recognise which styles will appeal to Europe vs Nordics, Asia vs USA. Medals are always great but only part of the story - don't solely rely on them but reinforce.

Sarah : What we can learn from other sectors outside wine is relevant. 1.) What do you want to achieve? Know that first up. Increase traffic, online sales, brand recognition, export reach, on premise listings or club engagement? 2.) Have a budget in mind. That will drive how much can be done. Internal comms, crisis management, media releases, socials etc. ie I have $5k, ok we can work with that. 3.) What makes you different? Your USP and special stories are what matters (how many times - x generation, family owned, grown in y region, on side of z hill....zzzzz). 4.) What are the key audiences to reach? Know them, target them. 5.) VISUALLY what do you have to offer? photos and videos, livestream, tastings, video trained speakers/talent. Image assets are critical to get quick turn around and you may have to generate it to cut through. Quirky photo opportunities are awesome and you can use structure of calendar of days (international grenache day) but personalise them to your wines.

What are some of the MUST DO / DON'T DO?

Clear OBJECTIVES. Why are you motivated to tell your story? Make sure the activity aligns with the brand (don't be kooky if you're a serious brand) and be authentic. Where are your target audience and understand not all platforms are suitable to your brand. You DON'T HAVE TO BE EVERYWHERE.

Remember socials are a 2 way CONVERSATION. Don't just sell but engage and add value and grab attention. Dogs, kids, behind the scenes is always a great place to start but bring it personally to the audience.

MAGIC MOMENTS happen when it is the gem of the story to give someone goosebumps. It doesn't have to be new, it just has to be previously not said. Who are the characters?

READ WIDELY and understand the tone and manner of the publication or platform you are wanting to engage with. Don't blanket email writers or get their names incorrect. They have a flood of emails and a personal hand written note with follow up email is fabulous.

CAUTION using platforms you don't understand. WeChat is massive so decide if you want to be there, how you will learn how to use it or engage with someone that does? Geographic areas use platforms differently so understand this and adapt. Be careful of TikTok as its content is quirky and immediate, not serious and polished and while its for 16-24 yo, 40% is 10-19 yo.

How do we find knowledge in media? And how has the landscape changed during covid?

Sarah : Ask your industry and regional associations. PR is a good start to understand how it works and find the right fit. Not all agencies do everything so be clear on your objectives to choose well from the beginning. Everyone has been affected by covid but some have done it really tough. Those who had an established relationship before the crisis did better than others. Quick turn around stories were much easier than starting from scratch. Prepare for the future.

Katie : We want your stories so engage with us with quality and a reason. We've all been working from home but its great to be back visiting. Having seen some amazing initiatives that not just push their own story but support the community and collaborate: Unico Zelo did livestreaming every day. They delivered interviews and built relationships that fostered media too, that commitment is really outstanding.

Kelly : Find (external) relationships that provide extension and trust. New opportunities are in Direct messaging, Text messaging ads, EDMs, Direct comms and maintaining your google profile. Keep your SEO levels through reviews, google maps, and regular posts. Invite reviews or incentivise to increase them. Consider 360 tours of your site to increase rankings and use across platforms - Certified providers are not cost prohibitive. Facebook Live also allows you to be responsive with virtual tastings and engage with followers.

Peter : Newsworthy, good news preferably (happy piece) is always great. It's not always easy and there have been some who had containers sitting at the wharf or had delivered and haven't been paid since November - that impact will be felt for a long time. China will be interesting to see how that unfolds as there is still the appetite (or thirst) for wine but it may take another 3 months.

As cellar doors reopen, fewer people for social distancing will impact profitability and sales. But use the time to rethink your offering and hours, belly to the bar changed to sit down flights and adding food options. Appointments have turned over time frame that guests are punctual then leave. Ultimately whatever form the changes take, be INFORMATIVE and personal, extra sales will come from the experience provided and the level of service enjoyed.

In summary, the key message was we're all in it together but it won't happen by accident. Be PURPOSEFUL with how you approach media and choose the best avenues for you, your team and your brand. Only present quality offerings that deliver interest and partner with great images and stories. Become personal and offer great service that is consistent with your brand tone and manner.

Thank you to our panellists and MC, our state chapter team and WCA crew. Another insightful 90 minutes to keep inspired, connected and sharing our ideas. The video recording will be available in future WCA newsletters and we'd love to see you at future events. Stay well.

Cheers

Shirley

Shirley Fraser - Wine Collaborators and WCA SA Chapter Chair.

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