How do you get on Fox News, Huffington Post, Orlando Sentinel and the United Kingdom’s Telegraph?

Simple. Just do something remarkable.

That is exactly what Mira Winery did when they released a wine aged 60 ft. under the surface of the ocean. Based on the surprising quality of wines discovered in sunken ships, Mira set out to test the power of the ocean to improve their Napa Valley Cabernet Sauvignon.

A much less interesting approach to publicity was on display at a session I attended for the wine industry. Well-paid professionals shared well-meaning opinions on the impact of PR calendars, social media posting frequency, and “content creation” in general. Only one of them suggested creating REAL content, stories that matter, stuff people will share with friends because it’s just that interesting.

What might you create that people won’t be able to stop sharing?

Christian