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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Why Distribution Is So Important in Telling Your Story to the Media

At the 2016 USA Trade Testing Conference, a panel of top media insiders from the wine and spirits industry discussed the role of distribution in helping to tell the story of a new or unknown wine brand. In many cases, they say, it’s a Catch-22 situation: it’s difficult to get broad distribution if you don’t have media attention, but you can’t get media attention if you don’t have distribution in place.

Why Distribution Is So Important in Telling Your Story to the Media


The consensus opinion is that distribution has to happen first, and then you can reach out to the media to help tell your story. As W.R. Tish of Beverage Media Group points out, if a brand wants to get its story out, it has to have some form of distribution in the marketplace. It just “doesn’t make sense” for a trade media publication to tell your story unless there’s some way to access to the wine within the U.S. marketplace.

In other words, if a media publication is going to take the time to learn about you and your brand, it’s going to want a way to introduce its readers to your products. David Ransom of The Tasting Panel and The SOMM Journal echoes this point, emphasizing that “you don’t have to be in all 50 states, but you do have to be in the major markets.” That means a presence in major markets like New York, Chicago, Los Angeles and Seattle.

That’s especially true for wine brands reaching out to a national media publication. If you’re targeting a purely regional publication, then you may only need to have access to a few key distributors in your region or areas. However, if you’re telling your story to a national publication – or to an international publication, then it’s vital to have distribution in place.

As Felicity Carter of Meininger’s Wine Business International points out, if you are trying hard to get publicity, but don’t have any distribution, then it’s “a waste of money.” As she notes, it’s “absolutely critical” to have that distribution already set up, especially if you are trying to reach a very sophisticated international audience.

To a certain extent, you have to view this from the perspective of the publication’s readers. If they are reading about a compelling wine brand, the first thing they are going to do is find out how they can purchase it to taste for themselves. However, if they go to their favorite wine store or check out online stores, they are going to be frustrated if they can’t find it.

And that, ultimately, will reflect negatively on the publication that just featured your brand. As David Ransom points out, “They may need to re-think why they’re reading the magazine.”

Wanting to get your brand’s story out is a natural inclination, and one that’s shared by any up-and-coming brand. However, there’s a proper sequence of events that has to occur. And, in today’s media landscape, that means lining up distribution first, and then reaching out to top media outlets, rather than the other way around.

Event Producer: Beverage Trade Network

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.

Hear the answer to this question at 6:50 minutes

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