A Return to In-Person Media Events

A key component of Public Relations is perhaps a bit obvious—connecting with the media. Calhoun & Company’s goal lies within cultivating and maintaining relationships with media in order to cast the brightest lights on our clients and their initiatives. The art of the media event facilitates this goal as Account Director Katina Tinka Bush says, “C&C’s perspective is to build stronger relationships with media and create an immersive experience into our clients' brands.” She also highlights that this is typically best done through in person connections.  

After almost two years of solely virtual media experiences, the landscape has changed into a new hybrid model of virtual and in-person events. The transition from virtual to in-person comes with pros and cons that Calhoun & Company balances and assesses each time a media event is formed. The transition to in-person in the era of the world slowly re-opening is difficult, Bush explains, “many people are still not interested in massive events and prefer the intimate nature of small group settings.” Additionally, the convenience of being able to connect virtually provides immediacy plus connection where media can forge connections directly with our clients, no travel necessary. This means virtual is most likely here to stay in some form, though as in-person events slowly start to come back, their benefits cannot be overlooked. 

Several media influencers connect with winemakers in Lodi, California (2021)

With safety and following covid precautions at the forefront of C&C’s goals, this is where the “art”—or rather incredible organization, multi-tasking, and old-fashioned hard work—comes into play. Coordinating clients requests for vaccinations, or working with media on varying comfort levels of venturing back into the world, including mask requirements, all must be taken into account when in the planning stages in this new COVID-19 era.

There are a few other things we keep in mind to create a seamless experience for both the media and our clients, the core being, as Bush states, “providing elements of exclusivity and special experiences that may not be available to everyone while pairing that with the public experience.” To do that, we take special measures to get to know the media to provide a well-rounded experience that highlights diverse voices. Bush explains, “I look at their body of work, goals, and interests when deciding who to bring while also keeping in mind that inclusivity can bring more enriching conversations about our clients.” 

Recently, the team coordinated back-to-back events utilizing the strengths of a small team leading with intentionality every step of the way. At Robert Hall Winery in Paso Robles, top media joined together to experience personalized food and wine pairings, cavern tours, vineyard tours and a private lunch combined with front of house experiences in order to create an immersive 360 view of the brand. 

Calhoun & Company Communications President, Katie Calhoun, carting media through the vineyards at Robert Hall Winery in Paso Robles, California (2021)

For events in Lodi, media were paired with vintners for vineyard side tastings, where Bush was able to gauge each media’s interest and transform that into a rich, deep dive tailored to the specific media and publication involved. Whether it's an interest in vineyard management or building wine lists, or in diversity and inclusion, Bush says, “I ensure we put together a group of people that serve several audiences and goals.” 

A recent winery lunch in Napa Valley provided another exclusive media opportunity.  With a welcome glass of wine at the winery entrance, guests joined the winemaker for a tour of the facility, barrel and tank samples, culminating in a delicious vineyard-side seated luncheon.  With social media photography in mind, decor, place cards, flowers and wine were thoughtfully arranged to highlight the luxury experience and wines of the Napa Valley estate vineyard and winery.

Media lunch tablescape at Black Stallion Winery in Napa, California (2021)

At the end of the day, Calhoun & Company ensures there are wins all around, while we scurry in the background to create the fabulous experience that serves our valued clients and our trusted media partners.