Saranac Brewery
Medium:
Media Relations
No business wants to be caught in the middle of a crisis, but when it happens, proper reaction and a proactive approach to other potential issues can keep a bad situation from getting worse. The May 29th accidental fire at the F.X. Matt Brewery was a devastating event, but because of rapid and thorough media relations through optimized press releases, email blasts, a new interactive website, press conferences and open lines of communication with media outlets and customers, the Brewery received an outpouring of national support in their time of need. romanelli chose to optimize their press releases to take their story further, providing key words directly in releases for search and tracking on the web. This gave more news outlets the ability to pick up the story, and the internet carried it from there. The more people heard about the fire, the more they vocalized their support. They talked about it, blogged about it, got involved and did what they could to help. They also showed their support by buying more Saranac beer.