Tequila Shots and the Rules of Wine Public Relations

TshotsI find myself in a relatively unique position. For many years, like my blogging partner Julie Ann Kodmur, I’ve made a living working in wine public and media relations. Part of that job is reaching out to journalists and “pitching” stories that represent the interests and backgrounds of the clients that pay me. We both are pretty good at this.

However, for over a decade now I’ve also been blogging, usually at Fermentation, and I’ve been pretty successful at that too. As a result I get stories pitched to me by other PR professionals who want me to write about their clients. A turning of the tables if you will.

So, here is the pitch I got from one PR company today. This is real:

“Question: are you ready for the end of the summer? Probably not. Do you have a plan? Maybe. Would you accept suggestions? Definitely! Labor Day weekend is around the corner and what better way to say good bye to the hot summer days than with tequila shots!

So I stared at that awhile. Re-read it a couple of times. Then I tried to imagine the story I might be writing if in fact downing tequila shots was a central element in that story. I tried to figure out how I could write a story that centered around the virtue of doing tequila shots. Of course, I know what the virtues are of doing tequila shots. I’m just having a hard time figuring out the virtue of writing about those particular virtues.

While I’m thinking about what those virtues might be, I do have some solid recommendations for wine PR and marketing folks that relate to this particular story pitch I received:

• Try to pitch stories to writers who have at least a slight interest in what you are pitching.

• Try to pitch stories that go beyond the somewhat comical, “Wanna tell your readers how to get shit faced”?
• Never, ever, hit the send button after writing the first thing that popped into your head and not leaving time to edit what is likely a very bad idea.

 

One thought on “Tequila Shots and the Rules of Wine Public Relations

  1. I got the same crappy pitch. You’ve inspired me to come up with some article headlines that would be a good fit:

    For the Baby Boomer mag:
    “Celebrate your Divorce with Tequila Shots!”

    For the food mag:
    “Dinner Party Fail? Break Out the Tequila Shots!”

    For the strip bar owners’ trade mag:
    “How to Get Customers to Buy More Tequila Shots!”

    For the garden mag:
    “Drought Got Your Down? Water Your Plants with Tequila Shots!”

    OK, now it’s your turn.

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