• Fermentum PR

Toni Boyce, Fermentum PR Host First Webinar: “Making A Statement”

Toni Boyce, Fermentum PR Host First Webinar: “Making A Statement”

Partnership aims to educate breweries and other businesses on crafting authentic messaging and brand identity around sensitive social issues.

Chicago, June 9, 2020 – Fermentum PR is excited to partner with Toni Boyce on what they

hope is the first in a series of webinars to educate breweries and other businesses on the

importance of crafting authentic messaging and brand identity when it comes to sensitive social issues. Due to current events, much of the webinar’s content will be framed within the context of Black Lives Matter and messaging toward the Black community, but the tools learned during the webinar can be applied to messaging around any social issue.

“The Black Lives Matter movement is getting a lot of media attention right now, but the

movement has existed since 2013,” said Toni Boyce, the webinar’s presenter. “Some businesses feel obligated to release a statement in support of the movement now but their relationship with the Black community since the movement’s inception may tell a different story. If they aren’t practicing the principles that come with saying ‘Black Lives Matter’ in their daily operations, the very community that they claim to stand in solidarity with will call them out on it. That’s what we’re trying to avoid across all social issues. If your first time releasing a statement is when that issue reaches a boiling point, it’s already too late.”

The webinar will take place on June 20, 2020 at 3:00 p.m EDT. It will consist of a prerecorded

presentation, followed by a live Q-and-A session. Attendees will be able to ask questions by

posting them to Twitter and using the hashtag, #fermstatement. If attendees wish to remain

anonymous, they can send in their question via direct message. After the webinar, attendees will receive a recording of the webinar along with supplemental materials to help them apply what they learn.

For more information and to purchase tickets, visit

About Toni Boyce

Toni is a beer writer whose work is primarily focused on promoting diversity and inclusion in the craft beer industry. In addition to being a Certified Cicerone® and a BJCP Recognized Judge, she holds a BS in Chemical Engineering from Worcester Polytechnic Institute and an MS in Chemical Engineering from the University of Southern California. Toni's passion for beer stems from both her engineering background and related communal experiences.

About Fermentum PR

Fermentum PR is a freelance public relations and communication strategy operation geared

toward helping the beer industry (and its adjacent industries) craft authentic branding and

messaging that leads to impactful relationships with its communities. For more information,

please visit