Earned Media: Willamette Valley Wineries Association Training

Transcript

1. Media + Now that you have some skills…. Kelli Matthews kelli@vervenorthwest.com
2. 2 • Recap key points from Media 101 • Proactive vs. reactive • Responding to queries • Research + prep • The interview • Follow-ups • Crisis & issues management Introductions + Agenda
3. 3 Qs & As Drop them in chat Save for the Q&A-specific times
4. Remember the Media’s Job Different Media Have Different Needs Know Your Key Messages Quick Recap: Media 101 Help the media do a good job at their job
5. Brightness. Reactive vs. Proactive Plant the seeds! Result of a story pitch or outreach to the media. Proactive Can be positive or (less) positive. Reactive
6. Who called? Understand the media. When you get a query, you need to spend the time to understand as much as you can about the media that called.
7. Brightness. 7 What Research Do You Need to Do? Trade Media Specialty Media Local/Regional Media Media Type Types of Stories Particular Interests/ Angles Journalist Info Reader/Viewership Level of Knowledge Audience Seasonal Topic Angle Topic Focus
8. Specialty Media Trade Media Local/Regional Media Media Types
9. It’s important that you learn as much as you can about the journalist you’ll be talking to. Journalist Info
10. Brightness. Audience Research who the audience of the media outlet is… especially if you’re not familiar with it.
11. 11 Don’t be surprised! Ask the journalist what kind of story they are looking to tell. Topic/Focus
13. 13 Q&A Break
14. The Interview Proactive or reactive Trade or local The next step is the interview, so let’s get ready!
15. Brightness. 15 Interview Prep Key Messages Consistent Messaging Relevant Topic-Oriented Talking Points Journalist-Specific Practical Qs & As WVWA OWB Call in Support!
16. Brightness. Messaging Your messaging stays consistent across all channels & all stories. 1. Make a claim (values-based) 2. Have proof points 3. Give examples
17. Brightness. Messaging Claim: We are committed to sustainability in all aspects of our business Proof: • Land stewardship & habitat info • Certifications (organic, biodynamic, salmon-safe) • Use of renewable energy Examples or anecdotes
18. 18 Talking points are tied to your messages, but specific to the story, campaign, issue, etc. Talking Points
19. Brightness. Qs & As Think like a journalist! What questions can you anticipate? Don’t forget the “rude Qs” - the questions you don’t want to be asked.
20. 20 WVWA has a fantastic PR team ready to support you with all of the above. You have super smart colleagues also willing to help. Call in Support!
21. Brightness. Let’s Practice! The Friendly Reporter
22. 22 • You have a new vintage or an exciting new winemaker. 
 • You’ve reached out to specialty media to reach wine enthusiasts with your news and Lauren Mowry from Wine Enthusiast magazine replied and wants to do a story. 
 • She’s going to be in Oregon and would like to come to the vineyard next week. 
 • What do you do to prepare? Scenario 1
24. Brightness. Let’s Practice! The (Less) Friendly Reporter
25. 25 • It’s June and the weather has been decidedly uncooperative this season. Too much/not enough of the wrong things at the wrong time. You’re not worried (yet) about the harvest, but there are a lot of unknowns. • W Blake Gray from Wine-Searcher loves to tell bad weather/ worst case scenario stories and he’s called you. • What do you do to prepare? Scenario 2
27. Does an Issue or Crisis Change Your Approach? The work you do in the calm will help you build “credit” to weather the storm.
28. Brightness. Thank You.