Successful Media Relations: Strategy & Management

With the media landscape evolving every day, it’s more important than ever to have a successful media relations strategy. This session will explore the highly-fragmented media landscape, discussing best practices for working with both traditional and digital media outlets. Learn how to make your winery stand out by creating a PR strategy, sharpen your storytelling technique by creating an editorial calendar, and prioritize media engagement based on your plan.

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Speaker Bios

Michelle Kaufmann, a Portland native, earned her degree in journalism from the University of Oregon, focusing on public relations and communications. Prior to joining Stoller Wine Group, she served as communications manager for the Oregon Wine Board for six years. Michelle currently serves on the Board of Directors for the International Pinot Noir Celebration, marketing committees for the Willamette Valley Wineries Association and Dundee Hills Winegrowers Association, the PR committee for the Willamette Valley Visitors Association, and is active in the Yamhill County Tourism Partnership. In her role at the Stoller Wine Group, Michelle oversees all media relations and communications efforts for the Stoller Family Estate, Chehalem, Chemistry, Canned Oregon, and History wine brands.
Craig Camp is the general manager of Troon Vineyard, a Biodynamic® estate in Oregon’s Applegate Valley. He has more than 30 years of experience in the fine wine industry, including distribution, winemaking, and viticulture. Although he is often associated with using technology and social media to market his wines, in all truth he would rather spend all of his time in the vineyards, cellar, or in the kitchen cooking something to enjoy with a fine bottle of wine. While Craig’s goals for his wines are to be complex and to slow life down, his goal for technology is that it should be ruthlessly efficient, simple, and user-friendly. Craig has been recognized as an industry leader in the use of online marketing and social media marketing by Food & Wine and Saveur magazines, and he is past vice president of the Rhône Rangers and current president of the Applegate Valley Vintners Association.
Michael Wangbickler is president of Balzac, a leading marketing communications company for the worlds of beverage, food, and travel. Armed with a “live to eat” motto and an evident passion for wine, Mike entered Balzac’s life in 2004 and became the agency’s president in 2016.
As a studied disciple of Walt Disney, Mike thinks it’s fun to do the impossible. He believes leadership, imagination, and innovation require a certain level of fearlessness, and he encourages his team to not play by the rules. He leads a team that is driven forward by the stories that inspire people to share in a dream. It is with this philosophy that he’s guided successful marketing and communications campaigns for more than 70 global wineries and regions from a dozen countries.
On Sept. 1, 2019, Mike launched the Hit the Bottle Podcast, a practical guide to beverage marketing through the lens of strategy, technology, and leadership.
But he’d trade it all to be a Jedi.

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