"Why doesn't the media call me back??"

Here's something I hear frequently:

"I've sent press releases to the newspaper/magazine/TV/radio, but I didn't hear back. Why not?"

There can be several answers to this, but the most common one is this: the story you suggested to the media probably doesn't fit their definition of "newsworthy". So what's "newsworthy", you ask? Look at it this way:

The root of the word "news" is NEW. The type of story that will get the attention of the media is about something NEW. Something new, unusual, and/or different. Anything that will make the reporter go "Really? I didn't know that!" will get their attention.

In the world of food and wine, that means new flavors, new combinations, new pairings, new uses, new methods of growing grapes, new methods of fermenting/bottling/etc., a major change in the decor' of a restaurant, a major change in the food, etc. Something NEW.

For example, here are a few story headlines from a few recent food and wine magazines:

• "Christmas Dinner in Under an Hour (Really!)"
• "Oak Meets Smoke: Great Wines for Grilled Food"
• "Crafty Competitor: New Restaurant Concepts Stay Ahead of the Pack"
• "Five Tasty Glazes for Your Thanksgiving Turkey"
• "The Valley's 50 Best Dishes"
  

Christmas dinner in under an hour?? How can that be done?? Turkey *glazes* instead of just "turkey"? Sounds interesting! The 50 best dishes in the Valley? Oh yeah?? Sez who??? They're all unusual and attention-getting.

The media creates interesting and compelling stories to keep their audiences interested. If you can provide that unusual twist to your stories, you'll get more notice from the media.

So the next time you release a new wine, add a little creative spin to the press release. Don't go with the standard "....handcrafted wine....flavors of black cherry and cinnamon....smooth finish....". Instead, think of some creative ideas for interesting pairings.

Make sure the creative ideas are *real* of course - don't just make things up. But be creative in your approach. I promise, if you send a press release with a headline that reads "This Wine Pairs Great with Peanut Butter and Jelly", you'll get some media attention!