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At the Vinitaly trade fair in Verona, I met Oli- duced during alcoholic fermentation. The year
viero Toscani, not only a great photographer of before last, the only Czech kosher winemaker
the world-famous billboard campaigns of Uni- drowned in a tub of pomace from which he
ted Colors of Benetton but also a prominent could not climb out. Someone drinks a piece
expert in the world of advertising and public of broken glass from your bottle or the whole
relations, who teaches at a number of schools. series has reached the shops terribly over-sul-
phurized by the mistake of an assistant who
accidentally made a mistake with a decimal
point when preparing the wine for bottling.
A delivery truck bearing the advertising of
your winery over its whole side is a participant
in a tragic accident broadcasted in the main
TV news. Your part-time worker raped a local
native girl in the vineyard. By an unfortunate
coincidence, you managed to poison the stre-
am as well as the fish and crayfish in it.
California‘s biggest earthquake for 25 years
caused close to $50 millions of damage at
Oliviero Toscanini and his most famous controver- wineries and farms in Napa, according to an
sial shot. The people discussed about worldwide! initial estimate that experts believe is still set
to rise. Around 170 people were hospitalised
– three with serious injuries – after the quake
struck at 3.20am on Sunday 24 August 2014.
Its epicentre was American Canyon, just south
of downtown Napa.
These are all situations that have already
happened somewhere and that can happen to
you at any time. It is necessary to prepare for
them, which is solved by a specialized branch
of PR called „crisis communication“.
Unfortunately, PR, Marketing and Adverti-
sing budgets are the first to be cut; however,
„The biggest campaign to influence public opini- that could be one of the first mistakes a busi-
on in human history was the presentation of the ness makes in an economic crisis...
story of Jesus Christ,“ he said exaggeratedly. „Its
message was the universal slogan «Love each
other» and it offered a remarkable, unmistaka-
ble logo - the cross.“
COMMUNICATION IN CRISIS
Vineyards, wine production and consumpti-
on bring a lot of joy. However, there are times
we would rather not experience but they
happen anyway - accidents, misfortunes and
tragedies. Every year, someone suffocates in
the cellar with carbon dioxide, which is pro-
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