Whisky Magazine Issue 69
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Ian Wisniewski talks to Jim Long,international public relations manager at Chivas Bros,based in London
IAN Some people think PR is just about organising great parties.
JIM I've been in my current role since 2002, and my job is to help journalists from all around the world to get as much information as possible, and as quickly as possible, about the Scotch whiskies we make. So, it's really trying to create that direct line of communication from journalists right through to the people who make the whisky, and in that way putting consumers as close as possible to them as well.
Whisky is a brilliant subject because it's very complex, and there are always new questions to answer, and our job is to keep answering them.
IAN One aspect of this is that master blenders are on tour far more than ever before,hosting events and conducting tastings, so it's now easier for journalists and whisky fans to meet them.
JIM The good thing about my job is that I get to work with, and meet, all the people behind our brands, and we try to bring as many of them to the fore as possible.
The other way to do it is to bring people to Scotland, and we're trying to do that more and more.
People from all around the world often go to the home of their favourite Scotch, and it's something we've really been encouraging.
IAN To what extent is interest in Scotch whisky growing among the world's media?
JIM Scotch whisky is having a great boom at the moment.
It makes a very exciting day for me, because you talk to people from Asia in the morning, Europe at lunchtime, and the United States in the afternoon....