In a fragmented, digitized media landscape full of sponsored content, there’s still nothing like earned media to amplify your brand’s story and reach potential drinkers. This panel explores the ins and outs of getting covered in all sorts of outlets from traditional media to trade press and podcasts. We discuss forming relationships with various news and content outlets, working with journalists, identifying potential stories, and perfecting your pitches. You’ll learn how to find compelling content that will give you reasons for media outreach throughout the year, how to take advantage of news cycles in a way that benefits both your media contacts and your brewery, and how to highlight what makes your brewery unique.

Learning Objectives:

• Discuss how to build and execute a media relations strategy that aligns with sales goals and drives brand awareness
• Learn how to write and distribute a press release
• Understand how to identify story angles and pitch to appropriate outlets, including traditional print and broadcast media, online-only publications, and podcasts
• Explore how best to work with journalists and build mutually beneficial relationships
• Know how to give compelling interviews and be an effective podcast guest