For many wineries, getting media coverage can seem like a bit of a mystery.
You may send out the occasional news update, respond to the odd enquiry, or hope that a journalist will discover your wines organically. Sometimes it works. Often it doesn’t.
The reality is that journalists and wine communicators receive a huge number of emails, pitches and story ideas every day. Standing out in that busy environment is not always easy, especially for small and medium sized wine businesses that may not have dedicated PR support.
Over the years, working in both PR and as a journalist myself, I have seen some common mistakes that can unintentionally shut the door to potential media coverage.
The good news is that most of them are easy to fix once you know what to look for.
Mistake 1: Waiting for journalists to find you
One of the biggest misconceptions in the wine industry is that good wines will naturally attract media attention.
While quality is obviously important, journalists cannot write about what they do not know exists.
With thousands of wineries, producers and new wine releases competing for attention, it helps to take a more proactive approach. Sharing your story, new developments or interesting angles with the right journalists can make it much easier for them to discover your business.
Mistake 2: Sending information that is too complicated
Another common issue is overloading journalists with too much information.
Long emails, technical or jargon-filled documents, or multiple attachments to an email can make it difficult for a journalist to quickly understand the story or find a unique hook for an article. Journalists are often working to tight deadlines, so clear, concise communication is essential.
The most effective pitches tend to focus on one simple, engaging story supported by a few key facts, a quote or two and strong visuals.
Mistake 3: Not responding quickly enough
Timing plays a huge role in media coverage.
Journalists frequently work under very tight time pressures. If they reach out with a question or request and do not receive a response fast enough, they often have no choice but to move on to another source.
It does not mean they are not interested in your wines. It simply means their story needs to be finished and sent off.
A quick response, even if it is just to acknowledge the enquiry and confirm when you will reply with what they need, can make a huge difference.
Mistake 4: Forgetting the human story
Wine is full of fascinating stories. The people behind the wines, the challenges of working with Mother Nature, the ups and downs of vineyard life, family heritage, sustainability initiatives and innovations in the winery, to name a few.
Yet sometimes producers focus only on the technical details and tasting notes of a wine itself.
Journalists, however, tend to look out for stories that connect with readers on a emotional, human level.
Sharing the personality, passion and purpose behind your business can help bring your story and your wine to life in a way that resonates far beyond tasting notes.
Mistake 5: Treating PR as an afterthought
This is perhaps the most common challenge for small wine businesses.
PR is often squeezed in between harvest, sales meetings, hospitality and everything else that comes with running a wine business or winery. As a result, communication with the media can feel reactive rather than strategic or proactive.
But when you make a little time to plan how you want to engage with journalists, the results can be much more effective.
A clear story, organised assets and a strategic approach can make working with the media far smoother for everyone involved.
A small shift can make a big difference
The idea of working with the media can sometimes feel intimidating, especially for producers or small businesses who have not done it much before.
However, many journalists are simply looking for interesting stories, helpful information and producers who are open to sharing their experiences.
By avoiding a few common PR mistakes and approaching media relationships with more structure and confidence, wineries and wine businesses can unlock opportunities that might otherwise pass them by.
And sometimes, a single conversation with the right journalist can be the beginning of many more stories to come.
Take a look at Chapter 1 of my Mini Masterclass on ‘Working Effectively with the Media’ to gain more tips and insights into Managing Media Requests.