Blind Wine Tasting in Leavenworth

I never knew research could be so much fun until I start working at Randall PR.

During our annual retreat to Leavenworth, WA, Lori decided that it would be a perfect time for us all to freshen-up on our wine tastings skills. While my palette is never out of practice of experiencing wine, it had been at least a year since I had taken the time to really taste wine, to describe its elements and to decipher what type of varietal it might be. And I had never before done a blind tasting, and looking at my co-workers as competition, I was not expecting to win the grand prize.

Each of us brought a bottle of Washington wine under $20, each a different varietal. We sat down with 5 glasses and 6 bottles of wines in front of us, all wrapped in brown paper and numbered 1-6. Before we began, Lori gave us a brief description of each varietal, and I furiously took notes. Next, Lori drew a picture of a tongue and divided it into sections. Each section of your tongue will tell you if a wine has a specific attribute or not, for example, residual sugar is tasted at the very tip and acid on both outer sides. Once we knew we what were looking for, we began tasting.

Two hours and six bottles later, we each revealed what varietal we thought each number was. We also revealed which number was our favorite to sip (this is where I wished I would have stopped talking). We each got a couple right and a couple wrong, but Lori tromped us all, guessing 100% correctly. While I was feeling pretty good about my wine savviness, guessing over 50% correctly, that pride was soon gone when we unveiled my FAVORITE bottle, the wine I said I could drink every single day….let’s just say that a case of this wine would be about the price of one of the other bottles.

An easy way to do some self-instruction about tasting the elements of wine is to open two different bottles and drink them simultaneously. Most people think that they won’t drink both, but by only sipping one at a time, there is no comparison to make. And as the gals of Randal PR learned in Leavenworth, you will always, always drink both bottles!

-Tory Duffy, PR Coordinator

Off and Running

Wow, these last two months have been a whirlwind. After leaving a large entertainment-based PR firm in New York City, I assumed the most I would have to catch up on and worry about would be the jet lag. Boy, was I wrong!

I went from brainstorming public statements regarding Lindsay Lohan and walking celebrities down the red carpet at film premieres to decadent dinners, multiple golf course tours and several tasty happy hours all in the name of research.

Some begin their first week at a new job with stacks of new hire paperwork and finding the best vending machine, I began mine with Guest Chef on the Waterfront, Taste the Nation and a trip to Portland for El Gaucho’s 7th Anniversary Media Dinner. Lori Randall and the Randall Team is as hip, happening and ambitious as any Manhattan PR firm could ever be.

Coming from a large firm to a boutique firm, the learning curve has been substantial and I am thankful for how patient and helpful Stephanie and Lael have been. There is always a lot of ground to cover when going from one field to another.

Overall I can’t believe my good fortune. I am so happy to be home in the Pacific Northwest and definitely enjoying the good life here at Randall PR.

-Andrea Courtney, Assistant Account Executive

PR 101 Pt. 3

PR 101 Pt. 3

When You Want to Get the Word Out, Who Should You Call First?
By Lori Randall


Last month I addressed how to go about distributing a press release, determining who should receive the release and appropriate lead times to consider. I also encouraged you to put together a media kit that includes details about your company.

This month, we’ll review different strategies and approaches to talking to reporters and editors. When most people think “getting the word out,” they think of television or the daily newspaper. There are other options, such as weekly newspapers, community publications, web sites and radio. The more familiar you are with the various media outlets, the more effective you can be.

Daily Newspapers
Daily newspaper content is written by reporters, supervised by editors. Most stories are generated by the reporters themselves. After they write the stories, editors decide where and when the stories will run.
Advantages of Dailies:
• If they like the story, they might take an in-depth look at it.
• They have more variety than any other medium.
Strategies for Dailies:
• Find a reporter or editor who will take interest in your story.
• Find out if your story falls under an area of coverage (a “beat”) such as health, food or events.

Weekly Newspapers and Community Publications
Most weekly and community publications are tailored to specific groups: neighborhoods, suburban areas or ethnic groups.
Advantages of Weeklies:
• They have more targeted and specific audiences
• They'll often give an issue more attention if it affects their specific readership.
Strategies for Weeklies:
• Weeklies often compete with dailies and other media.
• Weekly and community newspapers generally have small, non-specialized staffs

Television
Television news tells fewer stories in fewer words. The assignment editor decides which stories to cover, and then a reporter and photographer team reports the story. The producer decides what to include and in what order.
Advantages of TV:
• You reach a broad audience
• Your story makes a visual impact that often lingers in people's minds.
Strategies for TV:
• If your event or group is doing something that relates to today's news, call the assignment desk and pitch your "local" angle immediately.
• Think good pictures and sound. Visual interest and movement are everything. Have a good spokesperson in mind who can make a point quickly and clearly, and find a compelling setting.
• Timing can affect coverage. Events scheduled after 9 a.m. or in the early afternoon give stations the most time to edit for evening shows. You may stand a better chance of coverage on Mondays or weekends when TV crews need news.


Radio
Radio stations can be great for reaching a wide audience. Their news departments usually cover news with the least amount of staff in the shortest amount of time for each story, and with the most frequent deadlines.

Advantages of Radio:
• You reach a broad audience.
• There is an opportunity to reach more specific audiences with certain stations.
Strategies for Radio:
• Know the stations. Stations with frequent local newscasts have the time and staff to cover your story. Smaller stations with mostly music formats may not. Talk shows are a good way to reach people. Generally, you need to contact the producer of the show, not the host.
• Think of sounds that radio reporters could record in the field that might help create a mental image for listeners and help tell the story.
• Timing is crucial. "Morning drive time" is the most important time of the day for radio news. Some stations begin early; sometimes between 4 - 6 a.m. "Afternoon drive time" (4 - 7 p.m.) is the other big time. Avoid calling around the top of the hour or the half-hour when news people are most likely on the air and not available to speak with you. Take advantage of slow news times such as weekends, Friday afternoons or Monday mornings.

Speaking with reporters
A few don'ts:
• Don't tell a reporter how to cover the story.
• Don't ask to read or see the story before it appears.
• Don't insult "the media" and don't insult their colleagues.
• Don’t call during busy times. Deadline hours are frantic times for reporters.

And some do’s:
• Do your homework. Be prepared to demonstrate why your story is newsworthy.
• Do find out which reporter or editor is most likely to cover your story.

When you call:
• Identify yourself and say why you're calling.
• Always ask, "Do you have a minute?" when calling reporters. If they don't have the time, ask: "When would be a good time to call back?"
• Get to the point. (In less than 30 seconds)
• Reporters are more likely to give in-depth treatment to a story if you offer them an exclusive.
• It helps to send back-up material (media kit) after you have talked.

Visit www.randallpr.com for more information or to get on their party list for invites to restaurant openings and advance notice of wine and food events.

PR 101 Pt. 2

How do you distribute a press release, and what is a media kit?
By Lori Randall

I last wrote about the press release and how to ask yourself some questions to determine if and why your item is newsworthy and how to find the "hook" that makes a topic or event interesting. We also reviewed some guidelines on how to write and format a press release.

So, you’ve written your release, it’s short, it’s accurate, the angle is clear and several people have proofread it. How do go about distributing the release? You’ll need to determine who to send the release to and the appropriate lead time.

Send releases about events that are open to the public at least two or three weeks in advance. If you have breaking news, call the reporter directly. When in doubt, address the release to:
- The city editor for newspapers
- The news editor or publisher for community newspapers
- The assignment editor for TV stations
- The news director for radio stations

If you plan on sending out press releases frequently, consider hiring a publicist or becoming a member of PR Newswire. PR Newswire is an international public relations wire network that distributes news releases to the media, financial community and consumers for a fee.

However, there is no better way to send out a release than personally, to someone that you have developed a relationship with. Find out who writes about your business, what kind of stories they cover most often and what their deadlines are.

But, realize that even if you follow all the guidelines, your item may not get covered. That happens for any number of reasons. Timing is everything; so don’t take it personally if a reporter takes a pass on your release.
- Keep an eye on potential “news” competition. I.e., Don't pitch coverage for your event on the same day when some other major event is happening, like an election.
- Know the deadlines of your target media. Schedule the dissemination of the release so reporters have plenty of time to report
- Develop “news judgment.” For example, it may not be a good time to pitch a grand opening of a new store on the same day of a snowstorm.

If a reporter does take interest in your story, they often will need additional information. This information is typically compiled in what is called a media kit.

Media kits, or press packets, make reporters' lives easier. They include additional details about your company, saving the reporter time in gathering background information.

Your media kit should include:
- News release or, recent news releases
- Fact sheets or pamphlets on your organization or event
- Background information
- Biographies of key individuals
- Photographs - high resolution (minimum 300 dpi), identified and photographer-credited
- Copies of previous articles on the topic

If you are working on a time-sensitive topic, make sure to allow enough time to compile this information. On average it takes 10 hours to complete a press release and upwards of 40 hours to put together a press kit. It is a big project, but once is done, it’s much easier to maintain and keep updated. Now that you have your information together (the press release and the press kit) you are ready to talk to the media. In the next column we’ll review different strategies and approaches to talking to reporters and editors so that you can put the tools to work for you.

Visit www.randallpr.com for more information or to get on their party list for invites to restaurant openings and advance notice of wine and food events.

PR 101: A four-part series

PR 101: A four-part series
By Lori Randall

The Press Release

So you want your business to receive some media coverage. Ask yourself, why?
Do you want people to come to your event? Are you trying to raise money for a local charity? Do you need more business? These may be good goals, but are they newsworthy or have a news angle?

Things that are new, timely or have an unusual twist are generally newsworthy. An angle is the "hook" that makes a topic or event interesting. Information that is useful to readers or consumers and has an interesting angle is more likely to be picked up by the media.

For example, kid’s milk on a restaurant menu is not so newsworthy – kid’s milk in “flights” of strawberry, chocolate and caramel is. (As Purple Café and Wine Bar found out –the Wall Street Journal was just one of many publications that wrote about these clever flights.)

Ask yourself, "If I didn't know anything about this event or issue, would I care and if not, what would make me care?”

The fact that Great Harvest Bread Co. can make honey wheat loaves in the shape of a bear is not newsworthy. The fact that in September they give the monies from the sale of these bears to Children’s Hospital is.

Keep in mind that sometimes the best story is going on behind the scenes. You may be hosting a fund-raising event to benefit a charity. The dinner itself may not garner coverage beyond a calendar listing, but maybe one of the beneficiaries of the dinner or a volunteer at the event has an interesting story. That could be your angle.

Next, decide which news outlets to approach. Do your homework. Read, watch, and listen before you send out your release. You’ll find that some stories are of interest only to your industry, some to your neighborhood and some to the greater community. Then compile your target media list accordingly.

It would be great to see your story splashed on the front page of The Seattle Times or leading the evening news on KOMO-4 but you might have a better chance of coverage, and reach more of your demographic, through smaller community media.

To get the word out to the selected media, a simple, one-page press release is generally the best tool because you can send them to several news outlets at once, increasing your chance of getting coverage. Remember, sending out a press release doesn't necessarily mean it will result in a story. The reporters you send it to may think other stories are more important to cover.

When writing press releases there are some basic rules to follow:
- Use a standard letter-size paper (8.5" x 11").
- Use one side and use letterhead if you have it. (It is acceptable to write the release in word and e-mail it).
- At the top, include your organization's name, a contact name, and all possible contact numbers and e-mails.
- Also at the top, include the release date and state that it is either "For Immediate Release" or specify a specific date that the information can be released.
- Write a headline for your news release that clearly communicates the main message and grabs the editor or reporter’s attention.
- Leave some space between the headline and the first paragraph of the release.
- The first paragraph should begin with a dateline, such as “SEATTLE, Wash., December 1, 2006.”
- The text of the release should include the answers to the basic who, what, when, where and why questions. It should also convey your angle.
- Include a brief description on what your company does at the end or the beginning of the release
- List out photo opportunities, available photos or other visually interesting items.
- Put a "###" symbol at the end of the release to signify when readers have reached the end of the release.

Tips
- Be accurate and double-check for errors. Have several people proofread your release before you send it.
- Keep it simple. Your release should be concise and as short as possible, only relaying the necessary information.
- Avoid superlatives. Let the facts speak for themselves.
- If you are sending your release by e-mail, avoid attachments.
- Identify any mentioned people by job title and occupation.
- Be cognizant of lead times so that you don’t send a Christmas story to a monthly magazine in December when they are working on their spring issue.

Wine Stores

By Lori Randall

One of the most frequently asked questions I get when sharing a bottle of wine with friends is, Where did you get that?

I almost always reply, My wine store (if I didn’t purchase it at a winery).

Then they typically ask, Do you think you can get me a few bottles?

That question always surprises me because it’s not that I have secret access to great wines (although I would like to think that). It’s that I have a great wine store that lets me appear as if I do. Anyone can find the wine through almost any wine store.

I live in Seattle and my wine store is Esquin Wine Merchants. I email them regularly with my wine requests. (Try doing that at Costco or a grocery store and see what happens!) Sometimes I’ll even cut and paste one of Paul Gregutt’s wine reviews from the Seattle Times into an email and ask them to order me one of each and then have a tasting and compare notes.

It seems that a lot of people shop for their wine at a grocery store and I wondered why so I spoke with Esquin’s owner, Chuck LeFevre, and asked him a few questions about what a store offers compared to other wine retailers.

Why should someone shop at a wine store?
Simple. Price, selection and service.

What amenities do most wine stores offer? Tastings, newsletters, delivery, return policy (corked or unused wines), selection. Costco or a grocer may offer 100-150 wines where a wine store will have thousands and most important … staff ! It doesn’t do you any good if they have all the wine in the world and no one to help you.

Is wine more expensive in a wine store? Absolutely not. Often, it is less expensive.

What are the differences between a wine store and a wine department in a grocery store? Wine shops cherry pick the best wines. I like to say we taste the bad wine so you don’t have to.

Is it better to buy wine from the winery or from a wine store? Wineries won’t undercut the retailers price because the wineries primary source of sales. If the wine is distributed you can buy it for the same price or less at a wine store. But, wineries have items for sale that are not available in the market such as old vintages and specialty wines. For example, I received a newsletter from Betz Winery that offered a Betz Sangiovese that’s not available through a retailer so I bought some!

How to can you get the most from your wine store?
Make sure the attitude of the store suits your personality and needs, and that you “click” with the staff. If you are a serious collector you might choose a different store than if you just want to have fun learning about wines.

Introduce yourself. Let them know your price range and typical likes and dislikes. If you have special interests in a category, for example Italian wines, find out who knows the most about that area.

Sign up for the mailing list to get the best deals and attend the complimentary tastings.
The more wines you taste the more you know what you like and don’t like. Esquin has over 100 tastings a year –it’s a real important part of what a wine store offers their customer.

Eastside Wine Stores

Fine Wines & Cigars 16535 NE 76th Street Suite D105, Redmond 425-869-0869
George's Wine Shoppe 521 156th Avenue SE Bellevue 425-644-7723
The Grape Choice 7 Lakeshore Plaza Kirkland 425-827-7551
Vino100 Bellevue 700 Bellevue Way NE #110 Bellevue 425-453-7881La Cantina Wine Merchants 826 102nd NE, Ste 700 Bellevue 425-455-4363
Pete's Wines Eastside 134 105th NE Bellevue 425-454-1100
Seattle Wine Company 1950 - 130th Ave NE Suite 1 Bellevue 425-869-0609

It is worth mentioning that there are a handful of grocery stores that have full service wine departments and offer many of the amenities of a wine shop including a wine steward. To find out which locations offer that service check with your local store.

Wow of the month
The 19th annual Auction of Washington Wines shined the spotlight on philanthropy last weekend, raising $1.9 million for uncompensated care at Children's Hospital & Regional Medical Center and the Washington Wine Education Foundation. Themed "Chateau Cabaret," the weekend celebration of Washington wines featured Picnic with the Winemakers, winemaker dinners and a spectacular black tie Gala Auction on the grounds of Chateau Ste. Michelle in Woodinville, Wash.

Saving the Wine

In warmer weather I like to start the evening with a glass of white wine before I move to red with dinner. Problem is –I end up with two open bottles of wine and may not get back to them for a few days, or more. Then the next time I go to have a glass of that wine–it’s oxidized and I have to toss it out.

Oxidation occurs when wine comes into contact with air A chemical reaction happens
that results in a loss of fruit and freshness and can cause the wine to taste flat. More severe oxidation results in a high level of acidity and eventually transforms the wine into vinegar.

I don’t know about you – but my wine habit is expensive enough without having to pour my purchases down the drain, so I wanted to take a look at the wine preservation mechanisms on the market and see if they work and how they compare.

Here’s what I found:

( $0 ) Put the wine in the fridge- That’s right, but the cork back in it, white or red and put it in the refrigerator. The cool temperatures will slow down the oxidation and it should last a day or two.

($13 ) Take the air out –The Vacu Vin or Concerto Wine saver removes the air from opened bottles. You place a pump over a reusable stopper and pump out the air. This one time purchase will get you a reusable pump and two stoppers, but wont keep your wine fresh much longer than an extra day.

($12) Gas It! With a product like Private Reserve where a Harmless Nitrogen (N2), Carbon Dioxide (CO2) and Argon (Ar) gas is sprayed into the open bottle. This gas blanket of inert gases slows down the spoilage of wine by about 5-7 days. 12 full uses per can.

($200 ) Individual Bottle Preservation System – New to the market in 2004, the PEK Wine Steward preserves an open bottle of wine by flooding it with inert Argon gas. The bottle easily goes in the airtight chamber and the system prevents oxidation and controls the temperature of the wine. I found that it kept the opened bottle of wine as fresh for two solid weeks!

($1600- $6000) Preservation Cabinet System–Inert nitrogen gas preserves the wine as it dispenses. This is a superb wine preservation system but it costs thousands of dollars and takes a lot of kitchen or counter top space, so isn’t an option for most consumers.

My friend, James beard-winning chef Danielle Custer, (translate - has a good palate) and I were discussing this topic with she reminded me “ Some wines do wonders with a little oxygen”

So true –I had a glass of DeLille D2 three days after it had been opened–granted there was only one glass out if it, but it was nowhere ready to toss down the sink. It tasted fabulous, rich and had the texture of silk.

If you don’t have a wine preservation system, and your wine didn’t oxidize as gracefully as DeLille’s -- you can always make vinegar!

How to make vinegar from wine:
Take a wide-mouthed glass jug whose capacity is at least a gallon and pour a quart of wine and a cup of vinegar into it. Keep the container covered most of the time, but open it for a half hour every day. In a couple of weeks the madre, a viscous starter, will have settled to the bottom of the jug, while the vinegar above it will be ready for use. Add more wine as you remove vinegar to keep the level in the jug constant.

WOW of the month:
I ‘ve been advised to always buy 6 of every wine and age it for 5-10 years. Not being the diciplined type, that has seldom happned. On memoprial day weekend I wanted to bring a special wine on our trip to Ore. On Sunday night we had the server open the 1999 Kenwood Articst Serices Cabernet that I’d purchased at auciton 5 years prior. It’s a siky, suptious, rich wine with a huge lingering finish that had us gushing. And as we sipped the last of the bottle we didn’t have that sinking “gone forever” feeling because there are 5 more in cellar! Dicipline rewarded!





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