Media +
Now that you have some skills….
Kelli Matthews
kelli@vervenorthwest.com
Slide 2
Slide 2 text
2
• Recap key points from Media 101
• Proactive vs. reactive
• Responding to queries
• Research + prep
• The interview
• Follow-ups
• Crisis & issues management
Introductions +
Agenda
Slide 3
Slide 3 text
3
Qs & As
Drop them in chat
Save for the Q&A-specific times
Slide 4
Slide 4 text
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
Slide 5
Slide 5 text
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
Slide 6
Slide 6 text
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.
Slide 7
Slide 7 text
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
Slide 8
Slide 8 text
Specialty Media
Trade Media Local/Regional Media
Media Types
Slide 9
Slide 9 text
It’s important that you learn as much
as you can about the journalist you’ll
be talking to.
Journalist Info
Slide 10
Slide 10 text
Brightness.
Audience
Research who the audience of the
media outlet is… especially if
you’re not familiar with it.
Slide 11
Slide 11 text
11
Don’t be surprised!
Ask the journalist what kind of story
they are looking to tell.
Topic/Focus
Slide 12
Slide 12 text
No content
Slide 13
Slide 13 text
13
Q&A Break
Slide 14
Slide 14 text
The Interview
Proactive or reactive
Trade or local
The next step is the interview, so
let’s get ready!
Brightness.
Messaging
Your messaging stays consistent
across all channels & all stories.
1. Make a claim (values-based)
2. Have proof points
3. Give examples
Slide 17
Slide 17 text
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
Slide 18
Slide 18 text
18
Talking points are tied to your
messages, but specific to the story,
campaign, issue, etc.
Talking Points
Slide 19
Slide 19 text
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.
Slide 20
Slide 20 text
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!
Slide 21
Slide 21 text
Brightness.
Let’s Practice!
The Friendly Reporter
Slide 22
Slide 22 text
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
Slide 23
Slide 23 text
No content
Slide 24
Slide 24 text
Brightness.
Let’s Practice!
The (Less) Friendly Reporter
Slide 25
Slide 25 text
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
Slide 26
Slide 26 text
No content
Slide 27
Slide 27 text
Does an Issue or
Crisis Change Your
Approach?
The work you do in the calm will help
you build “credit” to weather the storm.