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Artisan Public Relations ― How to Get Your Artisinal Food and Beverage Creation the Attention They Deserve
商品資訊
ISBN13：9781935879299
出版社：Board & Bench Pub
作者：Paul Wagner
出版日：2017/08/01
裝訂／頁數：平裝／240頁
規格：22.9cm*15.2cm (高/寬)
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商品簡介
Over the past twenty-five years, the world of artisan food and beverages has evolved from a few interesting point of sale items to huge sponsorships of everything from the Academy Awards and NASCAR to breast cancer research and public television. It used to be that a nice press kit and a smiling face could usually get you some coverage. Now we see celebrity chefs, podcasts, and concert tour logistics have all become part of the package. Artisan food and beverage has become big business, and at least some of the public relations programs have grown up alongside the industry. But for most producers, the challenges still remain, as they do for all small businesses: you don’t have the dollars to compete on a national scale, and your only hope for success in the world of public relations is to be more costs effective, more targeted, and smarter than their competition. From wine producers and brewers, to bakers and breakfast bar makers, smart, effective, and focused are the bywords of success. Making sure that’s how you approach your public relations effort is what this book is all about.
作者簡介
Paul Wagner formed Balzac Communications & Marketing in 1991, whose current clients include several of the most well-known global wine brands and food producers. He is a respected professor of marketing and PR and with Liz Thach and Janeen Olsen, Paul authored the book Wine Marketing & Sales, Strategies for a Saturated Market (The Wine Appreciation Guild 2008, 2013) which won the Gourmand International Award in 2008 for the best wine book of the year for professionals. He was a columnist for Vineyard & Winery Management Magazine for ten years, contributes to Allexperts.com in the field of wine and food, and served on the board of directors of the Society of Wine Educators for many years. With Rick Kushman of Capital Public Radio, he hosts “Bottle Talk” at http://www.rickandpaulwine.com/ a weekly conversation about wine available both as a podcast and radio broadcast. Paul has judged many international wine competitions, is a founding member of the Academy of Wine Communications, a member of the nominations committee of the Culinary Institute of America’s Vintner’s Hall of Fame, and was inducted into the Spadarini della Castellania di Soave in 2005. In 2009 he was honored with a “Life Dedicated to Wine” award at the Feria Nacional del Vino (FENAVIN) in Spain.
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