wine journalism & pr have gone web 2.0
TRANSCRIPT
-
8/14/2019 Wine Journalism & PR Have Gone Web 2.0
1/38
ANDZMDF@QLN[ODCCQM^X&D@X@R@GGN_&DNS_MQLJO[_0&:8&1808
EMS SODN IM^QD@GOZF " XQ E@RN CMDN SNA 1$8
-
8/14/2019 Wine Journalism & PR Have Gone Web 2.0
2/38
1
Z~ff`qy9
@ gn`kodc f`qln{odc `cndjy xqmrokodc x~agoj qng`{omdz' koco{`g fnko`' koqnj{f`qln{odc `dk aq`dk jmdz~g{odc znqrojnz bmq sodn `dk zxoqo{z f`qln{nqz bqmf
o{zmbjnzodD`x`R`ggny'Dns_mqlJo{y`dk`bgo`{n`cndjyodG`Qomi`'Zx`od$
Znqrojnz9& X~agoj Qng`{omdz9 Sn F`ln Aq`dkz Qnjmcdo`agn
&Koco{`gFnko`9SnJ~g{or`{nMdgodnXqnzndjn'Jmff~do{y &Koqnj{F`qln{odc9SnA~ogkKoqnj{&{m&Jmdz~fnqZ`gnz &Aq`dkJmdz~g{odc9SnG`~dje'Qn&g`~djeAq`dkz
Mbjnz9 D`x`R`ggny`dkDns_mql'Zx`doze@bgo`{n
@cndjy [n`f9 0: xqmbnzzomd`gz
Jgond{z9 Zf`gg' Fnko~f `dk G`qcn$ :$>, yn`qz `rnq`cn ndc`cnfnd{
Bm~dknk9 0??3 ay Inqnfy Andzmd
Bmggms ~z9 B`jnamml-AndzmdF`qln{odc
Andzmd F`qln{odc Cqm~x Z~ff`qy
-
8/14/2019 Wine Journalism & PR Have Gone Web 2.0
3/38
:
0> yn`qz mb XQ nuxnqondjn
00 yn`qz od sodn XQ
Bmqfnq aqm`kj`z{ im~qd`goz{
O kmd{ e`rn ` agmc' a~{ O {snn{ @ GM[!
@ go{{gn ao{ `am~{ fn$$$
Hsodnodlay{o`
-
8/14/2019 Wine Journalism & PR Have Gone Web 2.0
4/38
;
Ob ym~ bmggms fn md [so{{nq ym~ sm~gk ldms$$$
-
8/14/2019 Wine Journalism & PR Have Gone Web 2.0
5/38
>
Ob ym~ bmggms fn md [so{{nq ym~ sm~gk ldms$$$
-
8/14/2019 Wine Journalism & PR Have Gone Web 2.0
6/38
2
Ob ym~ bmggms fn md [so{{nq ym~ sm~gk ldms$$$
-
8/14/2019 Wine Journalism & PR Have Gone Web 2.0
7/38
3
Ob ym~ bmggms fn md [so{{nq ym~ sm~gk ldms$$$
-
8/14/2019 Wine Journalism & PR Have Gone Web 2.0
8/38
5
Ob ym~ bmggms fn md [so{{nq ym~ sm~gk ldms$$$
-
8/14/2019 Wine Journalism & PR Have Gone Web 2.0
9/38
?
Ob ym~ bmggms fn md [so{{nq ym~ sm~gk ldms$$$
-
8/14/2019 Wine Journalism & PR Have Gone Web 2.0
10/38
08
Ob ym~ bmggms fn md [so{{nq ym~ sm~gk ldms$$$
_m~ foce{ an {eodlodc$$$
SE_ZEM^GKOJ@QN=
-
8/14/2019 Wine Journalism & PR Have Gone Web 2.0
11/38
00
Z{`{nmb{enFnko`9J~qqnd{G`dkzj`xn
Cm~qfn{f`c`odnze~{zo{zkmmqz$
-
8/14/2019 Wine Journalism & PR Have Gone Web 2.0
12/38
01
Z{`{nmb{enFnko`9J~qqnd{G`dkzj`xn
Cm~qfn{f`c`odnze~{zo{zkmmqz$
Sodnjmg~fdz`qnzeqodlodc$
-
8/14/2019 Wine Journalism & PR Have Gone Web 2.0
13/38
0:
Z{`{nmb{enFnko`9J~qqnd{G`dkzj`xn
Cm~qfn{f`c`odnze~{zo{zkmmqz$
Sodnjmg~fdz`qnzeqodlodc$
Sodnx~agoj`{omdz`qnnux`dkodc{enoqmdgodnxg`{bmqfz`dkdnsmdgodn
sodnx~agoj`{omdz`qnanodcg`~djenk$
-
8/14/2019 Wine Journalism & PR Have Gone Web 2.0
14/38
0;
Z{`{nmb{enFnko`9J~qqnd{G`dkzj`xn
Cm~qfn{f`c`odnze~{zo{zkmmqz$
Sodnjmg~fdz`qnzeqodlodc$
Sodnx~agoj`{omdz`qnnux`dkodc{enoqmdgodnxg`{bmqfz`dkdnsmdgodn
sodnx~agoj`{omdz`qnanodcg`~djenk$
Nrnqymdn oz`jqo{oj$Koco{`gfnko`e`zcorndnrnqymdn`rmojn`dk`xg`{bmqf{m{`gl`am~{ ym~q aq`dk$
-
8/14/2019 Wine Journalism & PR Have Gone Web 2.0
15/38
0>
Oz{q`ko{omd`gfnko`kyodc=
Dm'a~{{ens`ym~qdnszozsqo{{nd'
semo{zsqo{{nday`dk{ens`yo{znuje`dcnkozje`dcodc$
-
8/14/2019 Wine Journalism & PR Have Gone Web 2.0
16/38
02
: Qozodc [qndkz$ Z{nrnQ~ang'ZRXKoco{`gOdzoce{z`{Nkngf`d
-
8/14/2019 Wine Journalism & PR Have Gone Web 2.0
17/38
03
: Qozodc [qndkz$ Z{nrnQ~ang'ZRXKoco{`gOdzoce{z`{Nkngf`d
@{{nd{omd Zj`qjo{y9Snjmd{od~n{manamfa`qknkso{eodbmqf`{omd$Jmff~doj`{omdsoggdnnk{manzemq{'zofxgn`dkroz~`g$
-
8/14/2019 Wine Journalism & PR Have Gone Web 2.0
18/38
05
: Qozodc [qndkz$ Z{nrnQ~ang'ZRXKoco{`gOdzoce{z`{Nkngf`d
@{{nd{omd Zj`qjo{y9Snjmd{od~n{manamfa`qknkso{eodbmqf`{omd$Jmff~doj`{omdsoggdnnk{manzemq{'zofxgn`dkroz~`g$
Xg~cOd{m{en@oqZ~xxgy9Zmjo`g dn{smqlz `qn goln ym~q `oq nrnqymdnozaqn`{eodco{$
Zmjo`gdn{smqlze`rnanjmfn`dns qnzm~qjn bmq {qndkz `dk odbmqf`{omd$Odb`j{'emsf`dymbym~jenjl[so{{nqmqB`jnammlod{enn`qgyfmqdodc=[e`{z{endnsfmqdodcx`xnq$
-
8/14/2019 Wine Journalism & PR Have Gone Web 2.0
19/38
0?
: Qozodc [qndkz$ Z{nrnQ~ang'ZRXKoco{`gOdzoce{z`{Nkngf`d
@{{nd{omd Zj`qjo{y9Snjmd{od~n{manamfa`qknkso{eodbmqf`{omd$Jmff~doj`{omdsoggdnnk{manzemq{'zofxgn`dkroz~`g$
Xg~cod{m{en`oqz~xxgy9Zmjo`g dn{smqlz `qn goln ym~q `oq nrnqymdnozaqn`{eodco{$
Zmjo`gdn{smqlze`rnanjmfn`dns qnzm~qjn bmq {qndkz `dk odbmqf`{omd$Odb`j{'emsf`dymbym~jenjl[so{{nqmqB`jnammlod{enn`qgyfmqdodc=[e`{z{endnsfmqdodcx`xnq$
[enZn`qjeNdcodn9O{zfmqn{e`d`zn`qjendcodn$O{zfnko`$Snf~z{gn`qd{mjqn`{njmd{nd{{e`{ozdk`agn`dksmq{eymbkozj~zzomd$
[enfnko`xmmgf`yanzf`ggnqa~{{endnsze`zanjmfnaoccnq{e`dnrnq!
-
8/14/2019 Wine Journalism & PR Have Gone Web 2.0
20/38
Emssoggdnszmqc`do`{omdz`k`x{=
EMS@QNDNSZMQC@DOY@[OMDZ@K@X[ODC=
[ens`ydnszozc`{enqnk dkqnxmq{nkozje`dcodc$
-
8/14/2019 Wine Journalism & PR Have Gone Web 2.0
21/38
10
Zmjo`g Fnko` Ofxmq{`djn " ^z`cn ay Im~qd`goz{z
188? Z~qrny ay Jozomd dk Kmd A`{nz mb Cnmqcn S`zeodc{md dornqzo{y Z~qrny9
&Fmz{im~qd`goz{z%>2./z`okzmjo`gfnko`s`zofxmq{`d{mqzmfnse`{ofxmq{`d{bmq
qnxmq{odc`dkxqmk~jodc{enz{mqonz{enysqm{n$
&?m~{mb08im~qd`goz{zqnxmq{nk~zodcagmczbmq{enoqmdgodnqnzn`qje$
&1-:qnxmq{nk~zodcZmjo`gDn{smqlodczo{nz`dki~z{mrnqe`gbf`ln~znmb[so{{nqbmqmdgodnqnzn`qje$
&Dnszx`xnqIm~qd`goz{z%31./`dk{emznsqo{odcbmqSnazo{nz%3>./~znZmjo`gDn{smqlodczo{nzz~je`zGodlnkOd`dkB`jnammlbmqmdgodnqnzn`qjezocdoj`d{gyfmqn
mb{nd{e`d{emzn`{F`c`odnz%>5./$
-
8/14/2019 Wine Journalism & PR Have Gone Web 2.0
22/38
11
Zmjo`g Fnko` Ofxmq{`djn " ^z`cn ay Im~qd`goz{z
188? Z~qrny ay Jozomd dk Kmd A`{nz mb Cnmqcn S`zeodc{md dornqzo{y Z~qrny9
&[emznsqo{odcbmqsnazo{nz~znfojqmagmccodczo{nz'z~je`z[so{{nq'`gg{en{ofn$
&Agmcz`qn{enfmz{bqnp~nd{gy~znkzmjo`gfnko`{mmg%2;.mbqnzxmdknd{z/{mx~agoze'
xqmfm{n dkkoz{qoa~{nse`{im~qd goz{zsqo{n'bmggmsnkjgmzngyayzo{nzz~je`z
GodlnkOd' B`jnamml `dk [so{{nq$
&:-;mb{emznqnzxmdkodc{`ln{end~fanqmbsnazo{nrozo{mqz`dk{end~fanqmb
jmffnd{zmqronszod{m`jjm~d{sendfn`z~qodc{enofx`j{mb{enoqz{mqonz$D~fanq
mb[so{{nqbmggmsnqz`dkd~fanqmbodam~dkgodlz`qn{endnu{fmz{~znkfn{qojz$
-
8/14/2019 Wine Journalism & PR Have Gone Web 2.0
23/38
[ENQNZ@DNSAQNNKMBSQO[NQ
Agmccnqz rz$ Im~qd goz{z
-
8/14/2019 Wine Journalism & PR Have Gone Web 2.0
24/38
1;
[enkoz{odj{omdozgnzzqngnr`d{nrnqyk`y$
@gg fnko` oz koco{`g fnko`$
&[eng`qcnz{f`odz{qn`fdnszzo{nz`qnaqoffodcso{eagmcz
&Koco{`gao{z`qnanjmfodc`x`q{mbnrnqydnszqmmfzagmmkz{qn`f
& Agmccnqz`qnanodceoqnk{mjmffnd{od{q`ko{omd`gm~{gn{z$ %Jeoj`cm [qoa~dn'D_ [ofnz'n{j$/
&Odknxndknd{agmcz`qnkmodcfmqnqnxmq{odc'aqn`lodcfmqndnsz`dkeoqodc bmqfnqim~qd`goz{z{mz{`bb{enoqx~agoj`{omdz$
&Am{e`qngn`qdodc{e`{{ensnaoz`f`zzornqnzm~qjn
&Mdgodnz{mqonzknrngmxzmp~ojlgydms{e`{obym~qncmodc{mcn{`smqkod nkcnsozn'ym~rncm{{mc~qnm~{se`{e`zd{anndz`okyn{$
&Am{e`qn{ofn&z{`qrnk$
-
8/14/2019 Wine Journalism & PR Have Gone Web 2.0
25/38
1>
A~{{enqn`qn`bnskobbnqndjnz
Zngb f`kn
Dnnk{q`bj`dkod~ndjn{mcqms{enoqzo{n
S`d{ {m jm&jqn`{n jmd{nd{
so{eym~^z~`ggy ~djmfxndz`{nkbmq{enoqjmd{nd{
R`qonk gnrngz mb ldmsgnkcn$ Fmz{s`d{ {m gn`qd fmqn `am~{ sodn$
AGMCCNQZ IM^QD@GOZ[[enm~{gn{mb{ndcn{zqz{aoggodc'{end{ensqo{nq$
M~{gn{j`dkn{nqfodnod~ndjn$
[enyknrngmxz{mqonzokn`z`dk{endgmmlbmq
zm~qjnz$
Sqo{odcozmb{nd`b~gg{ofnima
Sodnim~qd`goz{z~z~`ggye`rn`z{qmdcgnrngmbldmsgnkcn$ Fmz{ `qn dm{ ancoddnqz$
[enyf~z{eo{kn`kgodnz
-
8/14/2019 Wine Journalism & PR Have Gone Web 2.0
26/38
12
@dk{end{enqnz`dm{enqcqm~xmbsqo{nqzj`ggnk
NRNQ_MDNNGZN!
-
8/14/2019 Wine Journalism & PR Have Gone Web 2.0
27/38
13
Nrnqymdnoz`jqo{oj!
Smqk mb Fm~{e oz dms Smqgk mb Fm~{e
&Se`{ym~z`ymdgodn{q`rngzb`q`dkb`z{&N`jenfxgmynndmse`z`a~ggemqd
& Nrnqy j~z{mfnq oz ` xm{nd{o`g qnronsnq
&Jmdrnqz`{omdz`am~{ym~qaq`dk`qne`xxndodcso{emqso{em~{ym~$
-
8/14/2019 Wine Journalism & PR Have Gone Web 2.0
28/38
@dk{end{enqnz`dm{enqcqm~xmbsqo{nqzj`ggnk$
X^AGOJQNG@[OMDZOZJMFF^DO[_QNG@[OMDZ
-
8/14/2019 Wine Journalism & PR Have Gone Web 2.0
29/38
1?
F_[E QN@GO[_
B`jnamml ^znqz `qn ^dknq`cn BA9 :>, oz B`z{nz{ Cqmsodc Cqm~x' X`cnzJ`dZjqnndM~{^dknq`cnRonsnqz
J`d{Fn`z~qnKFQnz~g{z Qnz~g{z9Dns[mmgzDms@r`og`agn
-
8/14/2019 Wine Journalism & PR Have Gone Web 2.0
30/38
:8
Jm~d{nqodcFozodbmqf`{omd@am~{Koco{`gFnko`
P~nz{omd9 A~{ send ym~ ndc`cn od zmjo`g fnko`$
Kmd{ym~gmznjmd{qmgmbym~qfnzz`cn=
-
8/14/2019 Wine Journalism & PR Have Gone Web 2.0
31/38
:0
Jm~d{nqodcFozodbmqf`{omd@am~{Koco{`gFnko`
P~nz{omd9 A~{ send ym~ ndc`cn od zmjo`g fnko`$
Kmd{ym~gmznjmd{qmgmbym~qfnzz`cn=
@dzsnq9 Dm$& So{em~{ x`q{ojox`{omd' xnqjnx{omd `dk znd{ofnd{ `qn bqnn {m s`dknq `dk od~ndjn
{emzn so{e semf o{ {m~jenz$
Od{ensmqgkmbkoco{`gfnko`
& Sn `qn `gg aq`dk f`d`cnqz' qnzxmdzoagn bmq o{z z{`{~qn' qnzmd`djn' `dk koqnj{omd
& Sn dms e`rn {en `aogo{y {m fmdo{mq jmdrnqz`{omdz `am~{ m~q aq`dk' ze`xn `dk z{nnq
ofxqnzzomdz' `dzsnq p~nz{omdz' zmgrn xqmagnfz' `dk ndcndknq `xxqnjo`{omd
& Sn `qn dms nuxnj{nk {m aqn`{en gobn `dk xnqzmd`go{y od{m ` aq`dk od mqknq bmq o{ {m n`qd
{en `{{nd{omd `dk od{nqnz{ mb {emzn sn soze {m qn`je$
Aqo`d Zmgoz' koco{`g `d`gyz{' zmjomgmcoz{' b~{~qoz{$
-
8/14/2019 Wine Journalism & PR Have Gone Web 2.0
32/38
:1
Zmjo`gFnko`e`zje`dcnk{en{q`k{omd`gf`qln{odcg`dkzj`xn$
Dms sn e`rn$$$
& [sm&s`y jmdrnqz`{omdz
&@zxnj{q~fmbqng`{omdzeoxz
&Np~`go`{omd`fmdc@~{emqo{onz
&Kornqznje`ddngzmbjmff~doj`{omd
Seoje fn`dz$$$
& @ aoccnq rmojn bmq zf`ggnq aq`dkz
& Qn`g&{ofn qnzxmdzn odjg~kodcjmdz~fnqbnnka`jlso{e`d
`~{end{ojo{ydm{bm~dkod{q`ko{omd`gz~qrnyzmqbmj~zcqm~xz
& Gms jmz{ - gms a`qqonq {m nd{qy
-
8/14/2019 Wine Journalism & PR Have Gone Web 2.0
33/38
::
Zmjo`gFnko`XQQnp~oqnz
& Goz{ndodc
& Z{q`{ncy' od{ncq`{omd " jqmzz xqmfm{omd
&[q`dzx`qndjy$O{zdmd&dncm{o`agn$
&@cqn`{z{mqy!
&Qmjlzmgokaq dkfnzz`codc{enngnr`{mqxo{jeozdms018je`q`j{nqzmqgnzz$
&@d`~{end{ojrmojn$@e~f`drmojn$
& Nujnggnd{ j~z{mfnq znqrojn-qn`g mq xnqjnornk r`g~n
&[njedmgmcoj`gz`rry
&Aq`dkzenx`qkodc
-
8/14/2019 Wine Journalism & PR Have Gone Web 2.0
34/38
X^[[ODCO[OD[MXQ@J[OJN
-
8/14/2019 Wine Journalism & PR Have Gone Web 2.0
35/38
:>
J`znZ{~ky[so{{nq[`z{nGorn
Nu`fxgn9 Jgmz G`Je`djn Sodnqy %jgmz$jmf/
&Fmqn{e`d3>x`q{ojox`d{z`jqmzzjm~d{qy%nrnd0bqmfJeod`!/'x`q{y`{sodnqy`dkqn{`ognqz
&Zmfnmb{en[snn{zxmz{nkk~qodc{en{`z{odcodjg~knk9
J`dym~KFfnmqNf`ogfn`am~{ym~qkoz{qoa~{mqodBgmqok``Bgmqok`qn{`ognq
Snrnanndgmmlodcbmq`dnscm{mJ`aod{en^dknq+18q`dcnbmq{enz{mqn$O{eodlsni~z{bm~dko{$
Qmjlodc;{en++`F@qn{`ognq
Ofofxqnzznkay{en`joko{ymd{enJgmzG`Je`djn85^dm`lnkJe`qk$S-`gg{enxn`q"xodn`xxgn'Odnnk`
{ody~faqngg`bmq{eozagmccnq'0SodnK~kn
JgmzG`Je`djns`z*0?md[so{{nqzn`qjeqnz~g{z
Zmgk08j`znzod1em~qz'jm~d{gnzzdnsgn`kzbmqz`gnz'aq`dk`s`qndnzz
-
8/14/2019 Wine Journalism & PR Have Gone Web 2.0
36/38
:2
J`znZ{~kyZ{mqyXo{jero`ZF
Nu`fxgn9 Emc~n Jngg`qz %emc~njngg`qz$jmf/
&Bmmkznj{omd-sodnnko{mqze`rngo{{gn{ofn{mfnn{b`jn&{m&b`jn
&F`dydms`j{ornmd[so{{nq$AoggK`gny`{{enJeoj`cm [qoa~dn oz nrnd sqo{odc
jmg~fdza`znkmdeoz{snn{nkp~nz{omdz
&Andn{z9Corodc~zxnqzmd`godzoce{z`dkodzoce{zod{mse`{zmd{enoqfodk4
an{{nqxo{jenza`znkmd{enoq{snn{z`dkjmdrnqz {omdz4fmqnz~jjnzz
Nu`fxgn9
Aogg K gny' Jeoj`cm [qoa~dn'{snn{odc am~{Jmg~fao R ggnyFnqgm{4qn`jenkm~{{mmbbnqeof
`dod{nqronsso{eEmc~nJngg`qzSodnf`lnq4qnz~g{9Enkok`:8fodod{nqronsso{e
Sodnf`lnqJmKodd dkEmc~ns`z xqmfodnd{x`q{mb{enz{mqyso{eJmp~m{nkznrnq g{ofnz$
-
8/14/2019 Wine Journalism & PR Have Gone Web 2.0
37/38
:3
J`znZ{~kyFnko`[m~qro`Snaj`z{
Nu`fxgn9 Rodn Jmddnj{omdz %rodnjmddnj{omdz$jmf/
Ldmjlodc kmsd am~dk`qonz &Senqnsnsm~gke`rnrozo{nk:f`qln{zod`snnl`dkemz{nkfnko`bmq
g~djenz-koddnqz' snaj`z{j`dqn`je jqmzz jm~d{qy `dk nrnd `jqmzz jm~d{qonz
Jmfx`q`{ornF`ganj[`z{odcso{eRodnJmddnj{omdz
& @~kondjn9 Sodn Agmccnqz " Sqo{nqz &Emz{z9Sodnf`lnqQmanq{mkng`Fm{`"RodnJmddnj{omdzjm&bm~dknqNkGneqf`d
gorn bqmf Fndkm`' @qcnd{od`
&5sodnzod0$>em~qz%dm{q`rng{ofnbmq`dymdn/
&Jmz{nbbnj{orn!gnzz{e`d+>88xnqj`gg,sodn,zeoxxodc
& Bnnka`jl9O i~z{ s`d{nk {m {e`dl ym~ bmq odro{odc fn {m x`q{ojox`{n od {en F`ganj{`z{odc {mk`y$ O{ s`z qn`ggy cqn`{$ Rnqy sngg nunj~{nk$ Qmanq{m `dk Nk snqn
nujnggnd{ zxn`lnqz$ @dk mb jm~qzn {en sodnz snqn mb z~je eoce p~`go{y$ O gmml bmqs`qk
{m kmodc ` xonjn bmq sss${enlo{jed$jmf$ F`qy Cmqf`d&Fj@k`fz
-
8/14/2019 Wine Journalism & PR Have Gone Web 2.0
38/38
JMDRNQZ@[OMDZFOCE[ANE@XXNDODC@AM^[_M^QOCE[DMS
@qnym~goz{ndodc=