In PR, you often hear a lot of terms like "reframing the narrative," "thought leadership," and "creating community goodwill." Here's an example of that IRL

There are many buzzwords in any industry today, and the ones above are just some bantered about in PR circles. The article below is an example of Booze PR working with client J. Mattingly 1845 Distillery to message what could potentially be a negative story, a company buyout, into positive news, through a campaign which included a thoughtful news release, well-placed interviews with local business outlets, and an interview with a well-read online spirits industry trade website. The interview below reframes the narrative, explaining the reasoning and logisitcs behind the sale; it provides thought leadership into what the company plans are for the future; and creates community goodwill by making a commitment to keep the family involved in the business. Read on for the full story Andrew Varga on acquisition of J. Mattingly 1845