Apple is in the midst of a massive effort to improve its media relations strategy.
In the meantime, a new book is launching by a former wine press executive to help guide consumers in the wine-press war.
In The Wine Press War, former wine- press executive Jeff Kravetz explores how to win the public’s trust in the media.
“When I was running the wine industry, I had to go out and get people to buy my products and that was an incredibly difficult thing to do,” Kravets said.
“You had to make sure that the public understood that the wines you were selling were made with grapes grown by independent farmers.”
That challenge is compounded by the fact that there are a number of competing media platforms that compete with each other, with one company owning a dominant position.
Kravetz, who left the wine business in 2015 to create the Wine Press Association, said his approach is a bit of a different take on the wine media.
Instead of the traditional press strategy, which is focused on getting people to take the products seriously, he says, he wants to make wine more accessible to people and then try to understand what makes people take a wine seriously.
“I don’t think I’m doing a very good job,” he said.
“Instead of trying to get people interested in a wine, I want to make it so they’re interested in what’s going on with wine and the wine community.”
The first chapter in The Wine Post War, titled How to Win the Wine-Press War, is available now on Amazon.
Kravet says the book is an opportunity for people to learn from each other.
“The thing that I do very well is I’m a great communicator, so I’m not going to lie to you.
But I do also make it very clear that I’m going to do what I do because that’s the only way to get the message out that the wine is really, really good,” Kravitz said.
A few other wine-related topics in The Post War include: How wine is changing our perception of the food we eat and the way we think about wine.
The Wine Press Press Association’s website is now hosted on Amazon’s Mechanical Turk platform.