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Camper English and Jennifer English
1. 2. 3. 4. 5. Print A Detour More Print Radio/TV Getting Press
Interviewing for Print Camper English
Interview Goals (for the writer)
Gathering information Listening for quotable sentences Backing up the thesis Getting you to say things we can¶t say
Interviews: Your Goals
Sound like a genius Get it over with quickly and efficiently
now Your Format: Types of News and Feature Stories
Types of Stories: News Story
Types of Stories: Feature Story
Types of Stories: Q&A
Types of Stories: Profile
Types of Stories: Review
Types of Stories: Trend Story/ Roundup
Types of Stories: Recipe
Types of Publications
Audience is inside the industry- bartenders, retailers, bar owners, etc. Many brand stories (liquor, lighting, etc) All good news
Types of Publications
´Civilianµ audience Typically have an ´action itemµ ² bar addresses, recipe, brands to buy
Rear Admiral's Grog 2.0 by Reza Esmaili
1 OZ Smith & Cross 1 OZ Pampero Anniversario 1 OZ Gran Gala 0.25 OZ Averna 0.25 OZ Maple Syrup 1:1 0.75 OZ Lime Juice 0.25 OZ Orange Juice
Goals for this quote
Describe the drink (so it·s not just a recipe listing) Speak to use of orange liqueur- brandy based versus neutral spirit based
8 Minute Interview : Raw Typing
(Product Trend Story, Consumer Pub)
My rear admiral¶s grog was with smith and cross, eldo 3, uh, averna, gran gala and maple. I guess balance is the ultimate key here and you also have eto know your audience. This is a gran gala based cocktail so if it was for a contest or a story on that liqueur the complexities of it and ifts fflavors really show well. I thinking contests and demos people try to introdcut too many other compoenents and eit ends up m8uting the componentthat you swan tot show really well. Orange liqueur with brandy ± because of the the two other spirits used which were definitely kind of« high proof compeonent of smith and cross I wasnted it to retain its viscosity and richness and its knowing that its going to be balalcned out by high rpoof rum and other juices and sweetener. This was def inspiritd by the tiki stiyle of more than one base spirit more than one juice and also a modifier to add com,plexity and dep[th. Flavor I think tis really c omplet in that in the nost you get some of that maple spice and smoky oily components of smith and cross and the pot still shows realloy well. On the palante you get the nutty orange spicd comepenet of the papaerop. Plus the high tones of the spice complexity of the averna that also gives it some bitter compioenents. Is this similar to ± It was definitely inspieed by tiki and I def wanted to have many aromatics and juice dand tliqueur. Its appropriate for my place of work. It was synergistic with the other rum based cockitails for our audience to compliment the set cocktail menu at smuigglers cover. I wasnted to keep with the house style and keep withsome of the base spirits and liqueurs that are utitlized. Orange liqueurs ± neaturalo base vs brandy I wasnted to make sure there awbalance between adide spirit and richn3ss. Given that the liume was high adid and thet other spirits were higher proff I wanted to make sure there was still some richness in the mouthfeel. T6exture is a big compoenent of proper tiki cocktails so I wanted to lengthen and arate ti with some quick blending and also give it some viscosity. That¶s another reason I wanted to use the full ounce. I wanted complexity with the spirits and also richness and sweetness and mouthfeel.
400 words in 8 minutes
8 Minute Interview : Useable
This is a Gran Gala based cocktail so if it was for a contest or a story on that liqueur the complexities of it and its flavors really need to show well. I think in contests and demos people try to introduce too many other components and it ends up muting the component that you want to show really well. I wanted it to retain its viscosity and richness, knowing that it¶s going to be balanced out by high proof rum and other juices and sweetener. This was definitely inspired by the tiki style of more than one base spirit, more than one juice, and also a modifier to add complexity and depth. I think it is really complex in that in the nose you get some of that maple spice and smoky oily components of the Smith & Cross and the pot still flavor shows really well. On the palate you get the nutty orange spice component of the Pampero, plus the high tones and the spice complexity of the Averna that also gives it some bitter components. I wanted to make sure there was balance between acid, spirit and richness. Given that the lime was high acid and the other spirits were higher proof I wanted to make sure there was still some richness in the mouthfeel. Texture is a big component of proper tiki cocktails so I wanted to lengthen and aerate it with some quick blending and also give it some viscosity.
248 words, 5 possible quotes
8 Minute Interview : What I Would Use
Bartender Reza Esmaili created the Rear Admiral¶s Grog 2.0, an off-menu drink for the tiki bar Smuggler¶s Cove using the brandy-based Gran Gala orange liqueur. He says he chose the brand due more to its texture than flavor. ³I wanted to make sure there was balance between acid, spirit and richness. Given that the lime was high acid and the other spirits were higher proof I wanted to make sure there was still some richness in the mouth feel,´ he says.
You are serving this cocktail at your bar/event. Describe it.
#TOTCQuote Or firstname.lastname@example.org
The Writing Biz What it·s like from our end
National Print = 3-12 months Local Print = 2-3 months Weeklies = 1 month - 1 week Newspapers = 1 month ² 1 day Web = 1 month ² same day
Writer pitches topic to editor Editor gives deadline Writer writes Editor edits Photography/artwork Story goes to print
Terminology ´Backgroundµ or ´Researchµ
Terminology: ´Off the Recordµ
A verbal contract Say it first It·s a matter of trust with the writer
´Don·t make me look stupid!µ ´Can I see the quotes before you print the story?µ
No, because you·ll try to mess it all up Editor might change it Some publications will fact check the quotes
Should I Bother Giving Interviews?
Career-wise, yes Not unless you want to Feel free to recommend someone else
Dealing with Writers
Everything is a rush. Sorry. If you won·t have time, please don·t say you·re available because then we have to harass you. ´I can·t help with this one.µ ´I can give you ten minutes.µ
Phone Email Live
Interview Formats: Email
More work for us both Some writers want you to write their story We can only fix so much. Language often sounds marketing/PR; not natural Can be good for industry stories; number stories; non-native English speakers
Interview Formats: Phone
Most efficient Interviewer can type in (or record) your quotes Kindly give it your full attention Speak slowly when typing Give writer a time window for interview (´not before noonµ)
Interview Formats: In Person
Takes longer- travel time Writer may be looking for color/background. (Look your best even if not working) At a bar, suggest non-busy times
Don·t know subject matter Have made incorrect assumptions Waste your time making you cover basics Can misquote because they misunderstand
Dealing with Bad/Lazy Interviewers
Suggest some reading material and reschedule after they ´get up to speedµ ´I can give you ten minutes on thisµ Offer to check the quotes
Giving Good Quotes
Give your full attention Use full sentences Repeat the question (Avoid ´Because«µ) (Unless it·s a Q&A)
Giving Good Quotes
Listen to the question- it may be leading ´Would you say«?µ ´Do you think«?µ
Giving Good Quotes
Watch the negatives- complaints about customers, brands, competitors You are your own brand but also represent your bar/brand
Giving Good Quotes
"Three years ago it was OK to be rude. It used to be 'I'm not making a cosmo and you're a horrible person.' Now we say, 'I'm not making a cosmo, but I'm making you something better than a cosmo.' And if they like (the drink) they trust you for the whole night," says Erick Castro, general manager at Rickhouse in San Francisco's Financial District.
Giving Good Quotes
Humor Almost Always Helps
Ms. Saunders thinks you may be seeing more props, too. ´Maybe I should get a parrot,µ she said.
´I didn·t say that!µ
Mistakes Happen. So Now What?
The damage is done All press is good press. Okay, most press. Hard to prove a misquote Consequences Stories can sometimes be fixed online for posterity Personal note to journalist
End of Part One Please Flip the Tape
Interviewing for Radio/TV Jennifer English
1. Be H.I.P.
2. Be Authentic
3. Be Committed To:
your Story your Recipe your Process your Drink your Self
Part Two: Getting Press
The Press-Ready Bar
Photos of the drinks on the menu Photos of the bartenders who made the drinks on the menu Photos of the bar Bartender quick bios A (working) contact email on the website for inquiries Searchable menus online- website/blog, facebook group, etc
Newsworthiness: When to Pitch for Press
Timeliness (bar explodes!) Impact (all bars in US closed for New Years) Proximity (local bartender wins national award) Novelty (salmon flavored vodka) Conflict (bars vs. ABC) Prominence (Lindsey Lohan drinks cocktail) Human Interest (Cocktail fundraiser for Humane Society)
Press for the Bar
Bar News (Timeliness): Bar opening Seasonal menu/new menu/themed menu Drink specials Special events- guest bartender, pairing dinner, early hours for World Cup
Press for the Bartender
New job New menu/drink Event hosting Winning a contest Blogging/facebook/twitter- keeps people aware of your experiments
Reaching Out to Press
Contact the writer, not the publication Stalk on Facebook/LinkedIn, etc. Invite writers in for drinks during slow hours Pitch the web: Emails (DailyCandy, Thrillist, Urbandaddy, etc); food gossip blogs of local papers, Eater, Feast, blog of bloggers Use social media in all of its forms. Put your menus online. Make everything searchable.
#TOTCQuote or email@example.com