Episode #76: Pitch an Alcohol Brand with Amanda Schuster and Kara Newman
Today we have a special episode. Instead of one guest, we have two! Catch a glimpse of two industry friends being candid on what it’s like to work in food and wine media. You’ll learn about what works and doesn’t work when promoting a food/beverage brand. Gain insider knowledge to take your food and beverage PR strategy from OK to great, in this latest episode.
In this episode, you'll learn…
Important editorial concepts (like short-lead and long-lead!) and PR tactics (like events) used by food/drink professionals
Common mistakes food/drink publicists make
What makes a good story in the food/drink media industry
Our guests:
Kara Newman is an award-winning writer, author, recipe developer, and editor, focused on food, drink, and travel. She’s the writer-at-large and spirits reviewer for Wine Enthusiast magazine and is a freelance writer with works featured in Afar, Bloomberg BusinessWeek, Bloomberg Pursuits, Fodor’s Travel, and Food & Wine just to name a few.
Amanda Schuster is a freelance writer and beverage industry consultant based in Brooklyn, New York. Her work as been featured in Liquor dot Com, Saveur, InsideHook, Forbes, Bloomberg News, The Whiskey Wash, Distiller dot com, Imbibe, and many others. She’s also a trained Somalier and the author of 3 books: Signature Cocktails (the latest!), New York Cocktails, and Drink Like a Local New York.
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Summary:
In this conversation, Kara and Amanda discuss various topics related to food and drink media relations. They talk about the differences between short-lead and long-lead opportunities, the preferred way to send products for review, and the increase in non-alcoholic beverages and mocktails. They also discuss event invitations and preferences, including the importance of a long lead time for events. Virtual desk sides were discussed as a way to engage journalists and provide them with a unique experience, such as a virtual cocktail-making session. The importance of product representation and storytelling, including the mission behind the product, was highlighted. Exclusives were mentioned as a potential frustration in the industry. Finally, the hosts shared their pet peeves, including the concept of 'girl math' and the use of embargoed information.
Show Notes:
00:00— Understanding the Interview Process
02:03— The Role of Kara Newman at Wine Enthusiast
04:50— The Role of Amanda Schuster as a Freelance Writer
07:53— How Kara and Amanda Know Each Other
10:52— Receiving Products from PR Professionals
16:53— Researching Trends in the Industry
20:01— Attending Events and Invitations
20:50— Preferences for Event Sizes
21:52— Desk Sides
22:19— The Value of Virtual Desk Sides
23:01— The Limitations of Virtual Desk Sides
23:28— Cynicism Towards Desk Sides
23:55— Authenticity and Usefulness
24:17— The Importance of Historical and Compelling Stories
24:57— Considering the Reader's Experience
26:06— Providing Sufficient Information
26:38— Additional Considerations for Coverage
26:58— The Role of Storytelling
27:26— The Importance of Compelling Backstories
28:09— Considering the Reader's Experience
28:56— Avoiding Superficial Marketing Angles
29:23— Focusing on Value and Uniqueness
30:27— Pet Peeves: Insufficient Information and Embargoes
31:38— Pet Peeves: Gatekeeping and Lack of Direct Communication
31:56— Pet Peeves: Lack of Photos and Unenforceable Embargoes
34:29— Pet Peeves: Irrelevant Pitches and Lack of Strategy
36:15— Pet Peeves: Overuse of Marketing Phrases
38:27— Shoutouts to PR Professionals Doing It Right
Connect with Amanda & Kara
Connect with Jackie & Britt
