Fabio helps you to plan your Puglia trip ;)

The Academy of Wine Communications has changed is look: new website, Twitter, Facebook, Linkedind group, even a Ustream channel. What's happening? I have interviewd Michael Wangbickler, the Executive Director.

1. Hi Michael. I have seen the new website of the Academy of Wine Communications. It looks completely different from the past one. Which are the most important changes?
One of the major goals, when I took over management of the Academy of Wine Communications earlier this year, is to bring the organization into the 21st Century and make it relevant to today’s wine communication professionals. While the previous website served us well, containing basic information about the AWC, it was one-dimensional and not very interactive. With the recent advent of social media tools, a new world of possibilities is open to us. Our intention is to leverage the new website as an interactive resource and information hub available to ANYONE involved in wine communications. Our hope is that it becomes a central meeting place for not only Wine PR and marketing professionals, but also winemakers, educators, sales people, or anyone else who communicates about wine. Ultimately though, we wish to be a “go-to” resource for wine writers, bloggers, and broadcasters.

Some of the key changes include the ability join online and sign up for events online. This was previously done manually. Perhaps the greatest addition to the site is a RESOURCES section which has a wine PR directory where anyone involved in wine communications may add their name; a user forum where members can discuss key issues and topics; a job board where wineries and agencies can post current openings; useful links to key publications to trade organizations; images of current and past AWC activities; and relevant videos of AWC activities and productions. Future functionality may include whitepapers, case studies, and a blog.

2. Sounds really interesting. Do these changes reflect also a change into the wine communnication sector? I mean, we're living revolutionary times when it comes to wine marketing, wine PR, ...
We are indeed living in revolutionary times. The world of wine communications is evolving. The change is two-fold. First, with print publications cutting back on staff or closing altogether, traditional wine writers are finding themselves looking for work or having to move their activities exclusively online. Second, a whole new generation of wine bloggers has emerged and are having a greater impact on how consumers get their information about wine. Wine criticism is no longer the purview of a select few. Now, with Facebook, Twitter, and blogs, anyone can be a critic. In fact, Mike Steinberger wrote a recent article about this very fact in Slate

Where does that leave wine PR and marketing professionals? Scrambling to catch up. Now, instead of a focusing on a list of 10-20 magazine and newspaper writers as we have in the past, we are now required to interact with hundreds of individuals. It can be a daunting task.

3. Why should I join the Academy? Tom Wark suggests to do it, which are the real benefits?
As I’ve said, the world of wine communications is evolving and we need to evolve with it. The Academy of Wine Communications serves as a resource for wine PR and marketing professionals to interact and network with peers, learn about current trends and best practices, and generally find the information they need to succeed.

4. On your sidebar there are some social media links: Facebook, Linkedin, Twitter and Ustream. How do you use them?
We use Twitter and Facebook to share news about the AWC and the world of wine communications in general. They also act as informal avenues of communication for members. While anyone can see the AWC Facebook Fan page or Twitter Stream, the LinkedIn Group is meant as a more exclusive tool for members to communicate. You can only join the LinkedIn Group by sending an invitation request to the administrator. Finally, it is our intention to live video stream future AWC events, so that non-local members (wherever the event is) can join in. As of now we will use Ustream for this purpose..

5. Will you use also service like Pitchengine for your social media press release?
Yes. In fact, every public announcement we have made this year has been on PitchEngine. It is a great way to distribute your news without having to go through one of the traditional wire services. You can see the most current release here

6. Are you going to be present in Europe, too?
I’d like to. Ideally, I’d like to see AWC chapters all over the world. It will require a certain critical mass of members to be able to make this happen. Currently, we have about 100 members.  It will also require someone to head the local chapter and mobilize the local membership. I’m happy to discuss it with anyone who wishes to volunteer. J

7. Suggest me one bottle to drink while I will translate this interview in italian for my audience ;)
Berlucchi Franciacorta Brut 25