WBC17: Professional Wine Writing Tips: The Ethics of Wine Writing

Should you accept free wine? Free travel? Are you expected to provide a story if you do? Should you write about a wine you don’t like? We’ll hear about these and other ethical issues in wine writing from long-time wine blogger and writer Fred Swan.

Transcript

1. ETHICS IN WINE WRITING FRED SWAN
2. About me Writing NorCalWine.com, FredSwan.wine GuildSomm, Daily.SevenFifty, JJ Buckley, PlanetGrape Somm Journal, Tasting Panel, Clever Root Takara Sake Teaching San Francisco Wine School WSET Private seminars, tastings and tours Credentials WSET Diploma, Level 3 Sake, Level 3 Instructor Certified Somm, Certified Specialist of Wine, French Wine Scholar, California Wine Appellation Specialist, Italian Wine Professional, Sud France Wine Master, Napa Valley Certified Educator 7 WBC, 6 SPWW, Enchansonnerie des Papes
3. Ethics are for Everyone Journalists and “Lifestylers” Professionals and hobbyists Veterans and newbies
4. 4 Stakeholders in Ethics Your readers Your topic Winery Wine Region Yourself Your colleagues
5. 4 Elements of Ethics Honesty Accuracy Authority Kindness
6. Honesty Tell the truth Tell the whole truth Be transparent
7. Accuracy Facts are facts Check facts Even if you’re “pretty sure” Use multiple sources “trust but verify” Acknowledge gray areas Factual errors undermine your credibility
8. Authority Don’t act, be Learn all the time Acknowledge your limits Leverage, and credit, other authorities
9. Kindness Negativity “sells,” but is very limiting Think critically, act constructively Don’t hide behind your keyboard Wine is a lifestyle for some, but a livelihood for many It puts food on the table, pays for healthcare 750ml is the wine volume, but there’s sweat and blood in every bottle
10. Ethics and You You are a brand What is your brand? Building a brand is hard Damaging a brand is very, very easy
11. Who is Your Customer? You have to choose and be transparent Readers may be your customer Blog to inform Blog to entertain Blog to build status Wineries may be your customer Blog for monetary compensation Blog for experiences Blog to get a job
12. Readers Want to be entertained Want to learn Want accurate advice May spend time or money based on your words
13. Wineries & Regions Need to Build their brand Sell wine Free samples and experiences are not free to the winery There has to be an ROI Be upfront about what you can provide Deliver what you promise Hope vs. Expectation vs. Commitment
14. Thank You! Please stay in touch! fswan@me.com