February 15, 2008

Fineman PR’s Crisis Communications Programs Featured in George M. Taber's Best Selling To Cork or Not to Cork
New book highlights agency’s crisis communications work in the wine industry

San Francisco, Calif. – Fineman PR, a nationally recognized, award-winning public relations agency recently had two of its crisis communications programs featured in George M. Taber’s latest best selling book, To Cork or Not To Cork.  The book features case studies of the agency’s crisis communications programs for French cork maker Oeneo USA., previously known as Sabaté, and winery Hanzell Vineyards. Quotes from agency President Michael Fineman are also included.

Chapter Nine chronicles Oeneo’s founding, rapid success, problems with Altec and recovery with the Diam cork.  Facing charges of systemic TCA taint with the Altec cork, Oeneo looked to Fineman PR to help address negative media coverage.  Fineman PR developed a communications program to help Oeneo recover from the damage to its reputation and to launch Diam, a cork closure that contains no measurable traces of TCA.  Fineman PR’s work for Oeneo garnered many industry awards and has been likened to the hallmark best practices Johnson & Johnson case study by wine critic, Dan Berger.  The Diam has won rave reviews and Oeneo continues to be a leader in the cork and closure industry.

In 2003, Hanzell Vineyards, one of the early Sonoma wine vintners practicing contemporary winemaking, suspended sales of its 2000 Chardonnay and 1999 Pinot Noir following positive tests for TCA.  While the winery worked to rid its cellar of TCA, it also called on Fineman PR to help communicate what the winery was doing to respond to this challenge and ensure the quality of its products.  As a result, the wine media applauded Hanzell Vineyards for its forthright and intrepid communications about a relatively unknown but significant consumer issue.  The program also helped Hanzell protect its reputation and reinvigorate awareness for the brand as a prestigious producer.