As I read this article, I thought it was very interesting because the image of German wine was not good and was in turn hurting the wine industry in Germany. The producers of the wine had to get to the bottom of why there was a bad reputation of their wine and turn this image around. This was a PR crisis for the producers of the wine because until they were able to figure out a way to better represent their product of wine to consumers, then there would never be a successful image of German wine. I like this article because it shows how the producers had to be flexible and be willing to adapt and try different approaches to make their image of wine more successful. The article gives a synopsis of what the image of German wine image used to be and then showed how the producers put into a plan of action of how to change this image. I think this is really important for any PR professional because if a crisis occurs when handling any type of job relating to PR then one must be able to be flexible and work around the problem.
http://www.dw-world.de/dw/article/0,,3615045,00.html?maca=en-rss-en-cul-2090-rdf
Sunday, September 7, 2008
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2 comments:
I personally have always loved German wine...and this article shows the Germans have caught on...
This article was interesting to me since I was in Germany! I can say that I tasted German wine and unlike Miller, I didn't like it (i.e. I spit it out), but not being a drinker of wine, or any alcohol actually, I don't think I can really speak to its quality! I enjoyed this post and how you pointed out the PR issue in the situation.
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