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This Ain't No Fake News
Effective DIY Media Outreach
Wins Friends and Influences People
Tara NurinJournalist/Director of Storytelling
FORBES/CRAFT BEVERAGE CONSULTANTS
JAY BROOKSBeer Historian and Author
CHAD MELISMarketing Agency PrincipleTURN IT UP MEDIA
BRYAN ROTH
Beer Journalist
WHY DO MEDIA RELATIONS RIGHT?
Can backfire
OR
Can win friends and influence people
Because you don’t want to do it wrong!
WHAT’S NEWSWORTHY? And What’s Earned Media?
IS:
• Article
• Interview
• Profile
IS NOT:
• Ad
• Paid
Owned media
• Your website
• Your own blog
• Social media
Paid media
• Advertising on
social
• SEO spend
• Working with
influencers
AND IS DIFFERENT FROM:
WHAT’S NEWSWORTHY…
• New hours
• Options for take-out/delivery
• Employee benefits
• Charitable contributions
• Hand sanitizer
Now?
… Context Matters.
Ask yourself “Who cares?”(no, really)
WHAT’S NEWSWORTHY…
• What matters locally
• What matters regionally/nationally
Why Context Matters:
Let’s talk about…
Hand sanitizer
WHAT’S NEWSWORTHY…
Hyperlocal:
• Hours, take-out, HR benefits, charity
Regional/National:
• Specifics, data, novelty
Pitching During COVID-19
EXPERT INTERVIEWS
• Brewing?
• Beer trends?
• Specific styles?
• Hospitality/service?
• Food?
• Restaurant operations?
Who’s an Expert in:
EXPERT INTERVIEWS
• Straight news
• Business story
• Trends and innovations
• Affordability
• TV morning segments
Angles
PRESS RELEASES
• Everyone
• Not everyone
To Whom?
PRESS RELEASES
• Copy/paste formatted text that’s clearly copied/pasted
• Fill me up with fluff
Please don’t:
PRESS RELEASES
• Send generic release to all relevant media
Good
PRESS RELEASES
“Hi, Bryan.
I thought you might be interested in this news. Please contact me for an interview.”
Better
PRESS RELEASES
Hi, Bryan.
We’ve hired a new executive chef. His name is Adam Dulye and he’s been with the BA for seven years. He will continue to provide the culinary vision for BA events including SAVOR℠: An American Craft Beer & Food Experience, the Farm to Table Pavilion at the Great American Beer Festival®, the World Beer Cup® dinners and write for his craft beer chef centric blog on CraftBeer.com entitled “Craft Beer with Chef Adam.”
We’d love to have him talk to you about ways to make cooking with beer affordable and exciting. Please see below for his bio, photo and quotes. Thanks!
Best
PRESS RELEASES
• Explain yourself and give proof to back it up.
• Quotes are for context, not point of information.
Be specific
PRESS RELEASES
News Alert
On low-cal IPA:
On hard seltzer:
PRESS RELEASES
News Alert
PRESS RELEASES -WRITING
News Alert
Iron Hill Brewery & Restaurant Teams Up
with Bucks County SPCA with “For the Love of
Paws” Event
WHAT: Iron Hill Brewery and Restaurant in North Wales will host a
day-long fundraising event to donate items and funds to the Bucks
County SPCA. The event will mark the release of their latest craft beer,
called Blame the Dog, a 9.2% ABV Belgian-style strong ale brewed
with orange blossom, honey and chamomile. For every pint of Blame
the Dog sold, $1 will be donated to the SPCA, as well of 20% of food
sales from guests with charity vouchers.
WHEN: Thursday, February 27 from 11 AM to midnight
WHERE: Iron Hill Brewery & Restaurant
1460 Bethlehem Pike
North Wales, PA, 19454
CONTACT: Food Shelter PR
PRESS RELEASE - WRITINGFor Immediate Release
Contact: Tara Nurin
Director of Storytelling, Content and Public Relations
CRAFT BEVERAGE CONSULTANTS OFFERS CRITICAL COVID-19 ADVICE TO ALCOHOL PRODUCERS
Industry Veterans Answer the Urgent Questions Business Owners May Not Know to Ask
COLUMBIA, MO, April 3, 2020 – With a combined 150 years of experience in the alcoholic beverage industry, the experts at Craft Beverage Consultants (CBC) are well-positioned to
help the media cover the effect of the coronavirus on craft breweries, wineries and distilleries. CBC’s expertise ranges from topics like how to set up a digital storefront to filing a federal
Alcohol and Tobacco Tax and Trade Bureau (TTB) claim to avoid paying taxes on a lower-than-usual quantity of liquid produced. Craft Beverage Consultants’ 12-member team can
clearly and articulately explain the basics to the nitty-gritty of how manufacturers and suppliers can not only survive this current period of closures and limited operations but position
themselves to thrive as soon as the government lifts its safety restrictions.
“We tend not to know what we don’t know,” says CBC co-founder Jacob Halls, who manages and advises clients on issues of compliance, business strategy, marketing and
distribution. “We’re here to handle everything but the staffing, including how to brand yourself appropriately for the times. For instance, we’d advise against brewing a beer and calling it
Wuhan Wheat or COVID Cream Ale.”
The CBC team’s longtime-industry veterans and their affiliate partners can provide interviews on best practices to help readers, viewers and listeners make smart business decisions to
maximize their profitability and longevity during this period of social distancing and the very uncertain “afterwards.”
They can address crucial topics like:
• Operations: production, business strategy, executive values-based coaching
• Sales: sales, distribution, lead generation, fulfillment
• Marketing: public relations, branding, graphic design, SEO
• Hospitality: front of house management, bar and restaurant consulting
• Technology: website design, e-commerce, mobile apps
• Legal: compliance, trademarks
“This is the time to talk about post-virus,” says partner Rick Laxague, who specializes in advising clients on sales, marketing and distribution. “They need to step their game up. Only
the strong will survive this.”
BUILDING RELATIONSHIPS
• Beer mail
• In-house tours and tastings/dinners
• Group or individual FAM trips
In-house Ideas:
BUILDING RELATIONSHIPS
• Media reception
• Local broadcast
• Desk-side chat
On The Road
BUILDING RELATIONSHIPS
• Meet n’ greet and Q/A
• Sampling
(group or individual)
Online
BUILDING RELATIONSHIPS
• You have to spend money to make money
• Don’t expect immediate ROI
The Rules
• BUILD Your Plan, TELL Your Story, YELL Above The
Clutter
• ID Sales & Marketing Priorities
• Occasions & Editorial Calendar
Communications Calendar
Timing Pitches
• Cultural Occasions
• Does Not Do: ID Trends
• Media Relationships
• Offer Experts
Communications Calendar
Timing Pitches
CONCLUSION• During social
distancing:
• Business tips
• Charity donations
• Cooking/pairing with beer
• Virtual events
What to Pitch Now
CONCLUSION
• Be sensitive
• Don’t be gimmicky!
• Remember, you’re offering a service -- to provide helpful content
• As they say in French, bon courage!
Be relevant and professional