Overview

Spinning the Bottle: Case Studies in Wine Public Relations covers all these needs. It's a collection of case studies and guidelines to promoting wine, wine companies and wine-related issues. In it, 50 experts tell how they conducted winning public relations campaigns and what they accomplished. The experts who contributed include long-time wine publicists and marketing experts as well as association officials. The studies were collected by PR experts Harvey Posert and Paul Franson, who both live in Napa Valley, the heart of America's wine culture. Each also contributed chapters to the mix.

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9781891267772

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Posert was the long-time head of public relations for the renowned Robert Mondavi Winery, the winery that changed the face of the American wine business, as well as the Wine Institute, the industry's leading lobbying organisation. He also worked in general public relations and spent time as a daily newspaper reporter. Franson has extensive experience in corporate and agency public relations as well as business reporting and editing. He is now a full-time freelance writer specialising in wine and related subjects. The book is essential reading for anyone involved in managing a winery or marketing wine. It's as relevant to the student of wine and marketing as to the seasoned executive or winery owner, and a great source of ideas to even the most seasoned wine PR professional.

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