Keep Calm and Hire a PR Firm BY DONTÉ R. YOUNG The real strength and purpose in pursuing a public relations firm lies in developing strategic campaigns that truly capture your brand’s personality. A PR campaign should remind consumers that their favorite brands should serve as an accessory to their life, style and passion. So, with that being said, how do you know if your brand and/ or winery would benefit from hiring a Publicist or Public Relations firm? Whether you are looking to increase brand awareness, penetrate a new consumer market, or launch a new brand; the value of good PR is easy to see. Positive and consistent news stories help wineries and brands to expand their message, presence and, ultimately, draw new consumers to your brand. While delivering that value, and at the right price, is hard and getting harder, the investment will be returned to you and your brand exponentially. Here are a few factors to consider when approaching the thought of hiring a publicist or public relations firm: CULTURE. You will be more comfortable with a firm that mirrors your own brand and culture. It’s simple and makes the most valued sense. EXPERIENCE. Is it best to hire a specialty firm or a general services firm? This is a tough one. Specialty firms will understand your business faster and have contacts in your specific industry sector; however, they may also represent brands exactly like yours, so their pitches, press releases and events may all look tired and be a bit similar to other brands. SAMPLES. Review the agency’s work. Just that simple! Did it get a few quotes at the bottom of the story that no one saw? Or did it get clients on a primetime network show for a five-minute interview that tripled sales and/or brand presence? Do your research! REFERENCES. A good firm should give you a minimum of two clients who can validate their work. Do not be afraid to contact these references and ask specifically what the firm did for them, how long it took them to gain traction, and whether the press helped their bottom line. CONTACT. Every company has multiple layers and employees who all work together to achieve the end results, and PR firms are no different. What you want to do is find your point of contact and stick with them. You will at times, however, work with junior associates and interns, but remember they are all working for you and your campaign. There is nothing worse than saying that you want out-of-the-box thinking and then asking for really boring, non-innovative strategies. If the publicist or PR firm doesn’t make you feel a little uncomfortable when you meet with them the first few times, nothing you do together will be extraordinary. It’s the discomfort that gets you to stretch beyond what you think you can do. Let the firm guide you down that path. Ensure you utilize these five steps to cultivate a strong relationship between you and your PR firm to maximize profitability for your brand and your campaign. Donté R. Young is a Sr. Publicist based in Napa, California and is the Founder and Managing Partner of the FinMarc Group. The FinMarc Group is a luxury lifestyle business cultivation, event curating, media and public relations firm based in Napa, San Francisco and Beverly Hills. His firm’s website is www.finmarcgroup.com. He can be reached at donte@finmarcgroup.com. T LUNCH • DINNER • DESSERT • TEQUILA With live music every weekend, a massive tequila bar and a menu inspired by the street food of Mexico and the farm-fresh bounty of the Napa Valley, La Condesa provides a one-of-a-kind experience for locals and tourists alike. Live shows start around 9pm. Check www.lacondesa.com/napa for details FEATURED BANDS Friday, Nov. 8: One Frequency – Electric Flamenco/World Beats Friday, Nov. 22: Free Peoples – Bluegrass/Folk Saturday, December 7: Annette Summersett – Holiday Party! Friday, December 20: Smart Fellers – Jazz 1320 Main Street , St Helena, Ca 94574 707.967.8111 • facebook.com/lacondesanapavalley twitter.com/lacondesanapa
NVLife_NovDec_2013
To see the actual publication please follow the link above