Delivering the Message to Policymakers, Media, Public

Background: The Lodi-Woodbridge Winegrape Commission (LWWC) recognized the need to open direct lines of communication with local government, the community, the news media and the wine-consuming public.

Challenge: To create more local awareness of the contributions the wine industry makes to the community.

Action: The Commission developed a three-part strategy:

• LWWC board schedules formal joint meetings with Lodi City Council on an annual basis.
  
  
• LWWC staff conduct an annual circuit of speaking engagements at local service clubs.
  
  
• LWWC staff and growers are proactive in relations with press.
  
  

Result: Their strategy enables strategic partnering on mutually beneficial projects, such as the Conference and Visitors Bureau and the Wine and Visitor Center.