In this episode of Uncorked, Polly Hammond sits down with Lyndsay Dyk, founder of Field Day PR, a Portland-based agency specializing in wine, food, and lifestyle brands. Lyndsay brings a fresh, millennial perspective to public relations, grounded in storytelling, authenticity, and a deep connection to place. Together, they explore generational messaging, natural wine, and what it takes to build trust and relevance across media channels today.
Building Brands Around Place and Purpose
Lyndsay’s niche lies in championing brands that have a strong sense of terroir—whether it’s wine, food, or hospitality. “I love working with people who are connected to the land,” she says. That grounding in place gives her campaigns authenticity and context, especially when marketing to values-driven younger audiences.
Her PR work spans traditional and digital media, from broadcast to podcasts to influencer collaborations. Her goal? “To be the connective tissue between brand and audience, and to help shape messaging that’s not only strategic but sustainable.”
What Millennials Really Want from Wine
With millennials often blamed for “killing the wine industry,” Lyndsay offers a reality check. Her take? Millennials aren’t walking away from wine—they’re simply demanding more. “We still want luxury, but it has to reflect the world we live in,” she explains. That means wine brands must talk honestly about sustainability, diversity, and equity.
Rather than chasing trends, she urges wineries to stay true to their identity while embracing modern communication tools. “If you’re giving back, if you’re doing the work—talk about it. That’s not ego, that’s relevance.”
The Role of Influencers, IRL Events, and Broadcast Media
In an age of content saturation, PR has moved beyond media pitches. Lindsay’s toolkit includes social collaborations, local news segments, and relationship-building with micro-influencers who act more like writers than advertisers. “Influencers are not just selling products. They’re expanding your narrative,” she says.
She also defends the value of regional broadcast—especially for events and restaurant campaigns. “Sometimes, a spot on your local news gets more butts in seats than any paid digital ad.”
Multi-Channel Storytelling with Integrity
Lyndsay is clear-eyed about the work involved in PR today. She coordinates brand messaging across Instagram, print, podcasts, and more—but always through the lens of strategy and brand alignment. “We can chase every shiny opportunity, but not if it burns out the team,” she says. Her focus is on long-term impact, not one-hit wonders.
That also means giving younger staff space to grow. “We want to be trusted. We want agency. If you give that to millennials, they’ll ride hard for your brand.”
Key Takeaways from Polly and Lyndsay’s Conversation
- Purpose-Driven Messaging Matters: Millennials and Gen Z expect brands to stand for something. If your winery supports sustainability or DEI, don’t be afraid to talk about it.
- Influencers Are Writers, Not Ads: Successful influencer marketing is relationship-based, not transactional. Treat content creators like editorial partners.
- Multi-Generational Marketing Is Possible: With thoughtful segmentation and clear values, wine brands can communicate across age groups without losing their core message.
As Polly sums it up, today’s most effective PR isn’t just about getting attention—it’s about earning trust. Through storytelling, relevance, and a commitment to authenticity, Lyndsay Dyk shows that the future of wine marketing is inclusive, intentional, and built to last.
