The sort of wandering, vapid news release that drives journalists nuts!

What exactly the NEWS here? This is an Easter egg hunt with no egg.

 

Trinchero Family Estates Partners With Karen Cakebread and Ziata Wines

 

NOWHERE does this “news” release tell us what the “partnership” involves.
Is there a joint venture?

 

Did they buy Ziata?

 

Is this a distribution deal?

 

Buried at the bottom is a HINT:

 

“The addition of Ziata wines to our portfolio and the opportunity to work with Karen and Jennifer further adds to our more exclusive offerings….”

 

For what it is worth …

 

I’ve been on both sides of this communications issue.

 

I’ve been a journalist with Dow-Jones, Gannett, the Washington Post, been a columnist for the Wall Street Journal Online and TheStreet.Com, and a lot more. I’ve taught journalism on the faculties at Cornell and UCLA.

 

In the 1980s, I served as Manning, Selvage & Lee’s managing director for a region from Silicon Valley to Seattle. MS&L, at the time, was the fifth largest communications, marketing and public relations agency in the world. (MS&L is know known as MSLGROUP).

 

In that capacity I would never have allowed that release to progress beyond a first draft. And would have resigned any client who insisted that it be sent that way!