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  • I write blogs and manage social media for small wineries and artisan food producers in California's beautiful Central Coast region. I have 20 years of experience in wine hospitality and sales. I create customized marketing plans, and provide copywriting, marketing, and media outreach to wine and food artisans. I love my job.

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Fantastic advice, but do you have any examples of PRs that you feel are excellent and match your advice?

Hi, Gabriella! It's good to hear from you. Here's an example of a press release I wrote for Dover Canyon in 2005, when the winery committed a portion of sales to Katrina relief.

Notice that the headline does not mention the winery, and the focus of the piece is on Slow Foods' fundraising challenge. I also spread some love to The Restaurant at Wente Vineyards. We were among the first five businesses to accept the challenge. By focusing on a larger story, I was able to be one of the first to report on the movement, while still getting a lot of 'background' information on Dover Canyon into the release.

In the 28 days after publication, this release enjoyed 77,135 headline impressions -- the number of times the headline and summary were displayed to readers and distribution channels; 1,386 full "reads" -- the number of full page displays, downloads, prints and forwards of the full news release; and 37,933 referring web sites and search engines, providing over 40,000 documented key words and phrases repeated on the sites.

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