10 Factors in Your Press Release That Will Catch the Media Attention

Press Release

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

Press Release

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.

Read More at http://beveragetradenetwork.com/en/btn-academy/articles/10-factors-in-your-press-release-that-will-catch-the-media-attention–526.htm 

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Wine Brands: The Art of the Perfect Media Pitch

When wine brands are reaching out to media outlets, they need to refine their pitches so that they are selling the right story at the right time. While there is no surefire, perfect pitch that is likely to win over every single media outlet, there are certain approaches that tend to do well, according to an all-star panel of media insiders who gathered at the 2016 USA Trade Testing Conference.

Knowing the audience of the media publication you are pitching is paramount. This automatically gives you insights into the types of stories that would be considered “newsworthy” by top editors. First and foremost, says Felicity Carter of Meininger’s Wine Business International, you have to keep in mind the “global significance” of the wine being sold if you want her to cover your wine’s story. That’s because the audience of her publication is very international, with readers all over the world.

It also helps to piggyback on top of current events and trends. As W.R Tish of Beverage Media Group points out, one great example of this was the recent 2016 Summer Olympics in Rio. At the time, the big trend was around anything Brazilian, so it made sense to cover Brazilian wines. At any other time of the year, a pitch about Brazilian wines might have fallen flat, but not when the eyes of the world were on Rio.

For wine brands, it’s also helpful to understand the different publication cycles of both print and digital publications. A print publication, for example, will have to have all the layout and printing done a full month before publication, so you need to provide plenty of lead time if you want your story published. In some cases, says David Ransom of The Tasting Panel and The SOMM Journal, pieces will be assigned anywhere from 3 to 6 months before publication.

The publication cycle is shorter for digital publications. Gregg Glaser, editor of Modern Distillery Age, says that, for an e-newsletter going out on Friday morning, he can accept breaking news stories up until Thursday night. There’s always room, he says, to include a “breaking news” item that’s particularly relevant for readers.

Wine Brands: The Art of the Perfect Media Pitch

It’s also helpful to take a look ahead at stories that might be popular several months from now. For example, says Felicity Carter, any stories surrounding Donald Trump and the Trump Winery would be examples of story pitches you might have been able to anticipate months in advance.

The consensus appears to be that a successful pitch has to occur at the right place and the right time. It’s more than just avoiding a pitch about a heavy red Bordeaux in the middle of summer – it’s about understanding the types of stories that comprise a news cycle, and when stories are likely to be relevant to readers. Ultimately, media publications provide a service to readers, and so any media pitch has to take this into account.

Hear the answer to this question at 8:20 minutes

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USA Trade Tasting is brought to you by Beverage Trade Network, the leading online platform dedicated to connecting the global beverage industry. Beverage Trade Network (BTN) successfully connects wineries, breweries, distilleries and brand owners with international importers, distributors, brokers and beverage industry professionals on a daily basis. Strong partnerships with international and US organizations have helped BTN establish USA Trade Tasting as a premiere sales and marketing event committed to connecting the beverage industry.

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