it’s only natural that your distillery is looking for ways to capture the attention of the media. One way to do this is by crafting a high-impact press release that makes your distillery or your spirits brand a very compelling story for that publication’s audience. Here are ten factors in your press release that will catch the media’s attention.
Factor #1: Impact
The facts and events that have the greatest effect on the audience are the most newsworthy. While these facts and events can be specifically related to the spirts industry, they can also leverage existing political, economic, cultural or even technological trends. One big trend, for example, is the emergence of young millennials as an important new class of buyers. So a story pitch that is packaged around how young millennials are using new apps like Distiller to discover your spirits might be a big enough story to attract the attention of the media.
Factor #2: Weight
The significance of a particular fact or event lies in its value with respect to other facts or events. In short, what happens in the alcoholic beverage industry is important – but it’s even more important if it can be related to broader economic trends. For example, during an economic recovery or an economic downturn, alcoholic beverage drinking consumption patterns might change.
Suddenly, a story about a relatively low-cost spirit that delivers beyond its price point might take on new significance as part of a broader economic trend of consumer belt-tightening. For example, a compelling story about the appearance of private label brands in supermarkets to appeal to budget-conscious consumers might work here.
Factor #3: Controversy
Arguments, debates, charges, counter charges and fights increase the value of news. In short, you want your spirit to be part of the conversations that consumers are already having. Thus, consider the current economic debate taking place within the United States about the role of international trade treaties such as NAFTA. That might be the necessary controversy to make a story about spirits from South America (especially Chile) especially compelling.
Factor #4: Emotion
Take into account human interests that touch reader emotions. Ultimately, media publications are in the business of telling stories, and the most effective stories are those that resonate with an audience because of emotion.
This type of press release is especially well-suited for telling the story of the distillers behind the brand. What adversity have them overcome? What makes their story so compelling from a personal perspective? If you can provide great quotes in the press release, this is also very effective.
Factor #5: The unusual
When a dog bites a man, it is not news. But when a man bites a dog, it is news. This is an old journalistic cliché, but it highlights the important point of what makes something newsworthy. For distilleries, one tactic might be playing up the unusual nature of a region where a certain spirit is produced. While a story about a Scotland whiskey would not be unusual (that’s the dog biting the man!), a story about a new distillery in Spain or France might be unusual enough to catch the attention of an editor.