The truth about winery PR people
Hacks? Flacks? Floozies? The negative descriptors were flying in comments made by readers after my Oct. 27 post, So what did I learn at the Wine Bloggers Conference?, on my Wine Enthusiast blog. I didn’t even mention public relations, but midway through the extensive comments (26 and counting) the drift turned toward PR, and some controversial attitudes were revealed.
It started with Lenndeavors’ remark that the WBC was “a bit too PR heavy.” I, too, had noticed the presence of a large number of PR people at the conference, both self-employed and those working for big wine corporations, but my reaction wasn’t a negative one. Instead, it didn’t surprise me at all. Any PR professional who could have gone to the WBC, but didn’t, isn’t performing her job very well.
“Joel” rose to PR’s defense by pointing out the same thing: PR people need to understand what the blogosphere is, and so they come to events like the WBC to see it up close and personal. Jo Diaz, who runs her own PR firm in Sonoma County (and who also blogs), agreed. Jo self-deprecatingly used the term “hack.” [From the German; related to our word “hook.” Colloquially, a person hired to do routine, dull writing, which you'll never find here!] After that, things headed south. Mia Malm (who, last I knew, did PR for Robert Mondavi) felt it necessary to defend her profession. So did Tia Butts, who I believe also works for Mondavi. (Mia and Tia, forgive me if I’m wrong.)
I did get the impression, both at the WBC and in its aftermath, that there was unease among some bloggers at how many PR people came to the event. If this was true, it must have been largely restricted to younger bloggers, who may not understand the role that PR professionals play. In fact, PR people are a vital part of the gigantic machine that rolls the wine industry forward every day. Don’t get me wrong: as I said in my Credibility seminar (and have said many times elsewhere), PR people will use us writers if they can, and if we let them. But then, we writers use wineries and winemakers for our needs, don’t we? I’ve never blamed PR people for what they do, and I rather admire them. It’s their job to get publicity for their clients, and if they’re good, they’ll devise ways of doing it that are aboveboard and intellectually defensible.
Yes, there are times I’ve been frustrated with the way some of them just spin and spin, like the Republican attack machine against Obama. And yet, PR people can be a writer/critic’s best friend. They’ve been enormously helpful to me in all sorts of ways, without ever expecting any favoritism when it comes to scores or reviews for their clients. (In fact, one of the most important things PR people do is explain to their clients how the industry works, which in turn makes writers’ jobs easier.) I couldn’t imagine the wine industry without PR people, and I’m happy to let them do what they’re paid to do: Pitch stories to me. So let’s be kind to PR people. Far from being flacks, hacks or floozies, they’re true professionals with a big job, often working under trying circumstances.
Here’s a list of some top winery PR companies. I’ve worked with most of them.