Get your story in print: PR and Pitching

Richard Siddle (editor, Harpers Wine and Spirit Trades Review)

Andrew Jefford (journalist/author, Decanter, Financial Times, World of Fine Wine....)

Audrey Domenach (community manager/journalist, Viti, mon-viti.com and Viti Leader )

Lisa Shara Hall (journalist, Wine Business Monthly, Wine Business Insider, Decanter..)

(editor, Harpers Wine and Spirits Trade Review)

Richard Siddle

What’s more important?

• Learning about wine?

• Learning how to write?

Why would you not do both?

But I learnt to write at School?

“The Custard Pie and Dartboard

Syndrome”

How to get your writing published:

How skilled at writing are you?

Have you ever dared to ask?

1. Cut the last article you wrote in half.

2. And then cut in half again keeping all you need to say.

3. Then get it down to less than 100 words.

The Challenge:

The Power of….…who, what, where, when, how… why?

Who are the journalists other journalists respect the most ?

NOT THE:Financial Times

Tabloid Sub-Editors are the MW’s of the journalist world.Hardest and most skilled place to be.

BUT:Daily Mail or BILD

The most important message to rememberTo get your work

published.

The least important person

is you.

It’s not about me, me, me…

Medal, Medal, Medal,

• The most important person is the publication’s reader

• Pitch ideas to editors that are 100% relevant to their readers

• Write about what a winemaker says that is RELEVANT to that publication’s reader

• Not what is relevant or interesting to you

Blogging is all about YOUJournalism is all about the READER

To get commissioned:• Understand the magazine/website you are pitching to.

• Get hold of a media pack. Find out who the target audience is.

• What its readers interests are. Not yours.

• What are its commercial objectives. Pitch ideas that match.

• It will change with every article you write.

• So your style of writing should ALSO change.

To get commissioned:• Editors/ reporters are busy people.

• Make their lives easier.

• Cover what they can’t cover. Help them fill their gaps.

• Best bloggers we use do that.

Golden rules of all• Hit your deadline.

• Hit your word count.

• Check your copy...

…and then check it again.

• Every comma missed, spelling mistake made is nail in your coffin.

• The cleaner your copy, the more work you will get.

Flown all the way to Turkey to find new talentSo please get in touch

Richard Siddle

Editor, Harpers Wine & Spirit

@Richardsiddle

Richard.siddle@wrbm.com

How to earn a livingby writing about wine

Andrew Jefford

Wine Writing = not viable as an exclusive activity

Solution = become a ‘specialist media business’> education> marketing> PR> educational services> consultancy

BUT ... conflicts of interest?

In wine writing, only the hugely wealthy can afford to avoid all conflicts of interest.

‘Normal’ (poorly paid) wine writers should try to act as ethically as possible at all times.

How do you get commissions?

> Write very good copy, and> Make friends with those doing the commissioning.[> And accept miserable rates of payment without moaning or quibbling.]

Is there an alternative?

> Become a ‘media brand’ and not a 'wine writer'. Then the quality of what you write matters less.

Three tips:

> How you write matters more than what you write about.

> Play by the rules: read the brief; write to length; submit on time.

> Read outside the subject as well as inside it.

How to get paid: tips for amateur writers

Audrey DomenachJournalist & community manager

mon-viti.com and Viti Leader

• Wine and social media = “new” in France, I contacted several B2B magazines in order to offer my help as an expert

• VITI magazine offered a partnership (I wrote a set amount each

month, of which 10% could be promoting my services)

• Then I got offered more writing, our relationship developed...… and finally, VITI offered me a full time job.

PARTNERSHIP

• Know your audience and their interests: put yourself in their shoes

• Know the media you hope to write for: buy it, read it regularly, analyse it and its place in the market. Consider subjects (content) and how they are treated (in-depth? First-hand accounts? Case studies?)

• Find the publisher's mission statement and editorial guidelines (download a media pack aimed at advertisers) and figure out where you could help by offering content and expertise

Who are you writing for?

• Create a wide network of accessible contacts who are helpful and responsive

• Find the appropriate contact (editor, features editor) and call that person often: keep close contact to maintain and nourish the relationship

=> LISTEN

• Have not just one but several article ideas to offer: show that you are well-informed and abreast of latest news and trends

Build networks and relationships

• Why not write for different media about the same event but with different angles?

i.e. if you are covering an event, make the trip really worth it. = like finding sponsors

• Be an expert in your field

• Respect the deadline – even better be early!

Tips for amateur writers hoping to get paid

Remember : thanks to the internet, you too can be a “publisher” ;-)

Tips for amateur writers hoping to get paid

Writing for the TradeEuropean Wine Bloggers Conference 2012

Lisa Shara HallSenior Editor

Wine Business Monthly

Know Your Audience:

Know Your Audience: Consumer  Trade (In the US, trade is a bit different as

we focus on our winemakers and growers)o New equipment or machineryo Exportingo Style changeso New appellations

Get to know the people on staff of the US trade

publications

Personal relationships go far in this business

We use in-house people; very few free lancers

Trade vs. Consumer

Remember, “trade” means we write about the BUSINESS of wine. Very different from consumer writing.

Questions?

Thank you!