This is a spot of advice (unrequested so feel free to ignore) for all wine companies (and to any other company) that pumps out endless, dull ‘media releases’.
My reason for writing this as follows: I receive quite a number of media releases from various wine companies over the period of a week. Usually they are conveying news of an award, accolade or milestone – fair enough. The problem comes when I get several a week from the same company…it’s like the boy who cried wolf!
In fact, one particular company sends out so many that I now delete them without opening them. That must be the worst thing that can happen…what if they have something IMPORTANT to say? I’ll miss it because I have received so much drivel that I will just expect the next one to be equally as drivelous (new word).
The fact a new wine is released is great – but is it newsworthy? For some wines, yes – certainly (think Grange etc) but not all of them. In addition – if the release only contains winemaker quotes as opposed to (or as well as) independent quotes – it just reads as self promotion rather than anything that’s ‘news’.
Media releases should contain newsworthy stuff – interesting content that has people excited and talking. A quote from Hubspot’s blog by Hannah Fleishman says it all, “Reporters often hold the key to national coverage, but they get flooded daily with various announcements and have to cater to their audience first and foremost, not your business’ best interests.”
And here’s another plea. Please include the title of the media release in the subject line – then recipients know if it is something they should open. ‘New from…’ and ‘Please find attached a media release from …’ with no clue as to what it’s about is not very helpful. Thanks!
Here’s a link to Hannah’s blog and some great advice for writing top-notch media releases in today’s mega-fast world http://blog.hubspot.com/marketing/press-release-template-ht
Thanks for indulging me!