May 26, 2007
top ten reasons why pr doesn't work
[Stormhoek meets the Blue Monster: The Official Logo for "Smarter Wine". A concept at the very heart of Stormhoek etc.]
A great post from Guy Kawasaki. His friend, Margie Zable Fisher's "Top Ten Reasons Why PR Doesn't Work". I especially like Point Number Five:
5. The client has not gotten results quickly enough and ends the relationship too soon. Client should plan on conducting a campaign for a minimum of six months. And even that is aggressive. A year should really be the bare minimum to commit to PR The media works on its own timetable, which is usually much longer than the client’s.
Having built a solid foundation in the British market for Stormhoek [We're looking at 280,000 cases in 2007, maybe more, up from 50,000 cases in 2005], I'm now setting my sites more on the U.S. market. And yeah, landing some serious PR would be good. Any ideas? Thanks.
Posted by hugh macleod at May 26, 2007 7:50 PM
I got an idea.
Write a blog post about it!
Funny, I just emailed Gary Vaynerchuk of tv.winelibrary.com in New Jersey, USA this week asking if he could get his hands on Stormhoek and maybe do an episode featuring Stormhoek wines. I even suggested having you guy make an appearance on an episode to tell your story about Stormhoek's Web 2.0 approach to wine making. Gary replied to my email yesterday and said that if he can get Stormhoek in New Jersey, he'll do it! Seeing that Stormhoek and Wine Library (who recently acquired corkd.com) having a HUGE interest in Web 2.0, I thought that this would be some good PR for you guys.
What do you think??
Very good post by Guy Kawasaki - forwarded it to our "PR department" (i.e. my co-worker responsible for PR). I think she'll be able to commiserate with a few - especially this one:
"9. Clients get upset when the media coverage is not 100% accurate or not the kind of coverage that they wanted. One of my former clients said, “That TV segment on me was only a minute long.” When I explained that length of time was impressive in TV Land, she refused to understand."
It's incredible how clients think PR = free advertising! It's not. PR is both better and worse.
My personal bone with PR is that it's a lot less FUN than a good ad. :)
An answer from your own blog:
Perhaps a "wee interview" with the fabulous Hugh MacLeod is in order. Greenwich, Connecticut isn't a bad place to start a booze buzz.
If you have a decent layover in NYC when you come to the states in August, you might be able to do that!
(I also coordinate: birthdays, weddings, bat mitzvahs, and reincarnations.)
Best wishes! I look forward to seeing what you really do! :)
Good your going to promote Stromhoek in US.Who the hell is the distributor in US I'. tryingto persaude our local wine co. to carry it but I cann't tell them where to get it or anything. They don't really believe thata blog could actually create a demand.
Help please Hugh.
Keep on truck'n
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