Apr 03, 2014

Satellite Media Tours: Moving Beyond the TV

A sure-fire way to gain TV exposure for your organization’s story is with a satellite media tour (“SMT.”)  SMTs enable your spokesperson or expert to virtually visit a variety of television markets in rapid succession via a series of interviews that are pre-booked with participating  stations.

In reality, though, SMTs deliver more than TV exposure.  Most stations have robust web presences, enabling online audiences to see segments even if they missed the newscast on which a piece originally aired. Additionally, by incorporating audio and online interviews,  the SMT can rapidly morph from a television-only campaign into one that encompasses radio and online audiences, as well.   We’re even doing Blogger Media Tours, focusing on delivering interviews directly to targeted bloggers.

 SMT options:  solo or co-op

Most organizations work with a vendor (such as PR Newswire’ s MultiVu™ division) that coordinates pitching the story to TV stations and other outlets, coordinating  media bookings and managing all of the logistics, including the recording location (whether in a studio or elsewhere) and the communications with the media outlets and bloggers.

 

There are two different approaches to satellite media tours:  your brand can either go it alone, or you can join a couple other brands telling related stories on a cooperative effort, something we call a “co-op SMT.”    The magnitude of your organization’s story as well as your budget are two of the key factors in determining which approach to take for your story.

A co-op tour is a satellite media tour featuring two to four participants focusing on a particular topic or event, such as fitness, beauty, personal finance or sports. Each participant is given 20 seconds to convey their message.  Because resources are pooled the participants, co-ops provide a cost-effective option for reaching consumer audiences.

 What to expect:

Once you have decided to go ahead with your SMT, your MultiVu representative will work with you to coordinate all aspects of your media tour and will ensure that your SMT achieves optimum results. MultiVu will advise on tour date as well as coordinate all onsite logistics, whether at a studio or at a remote location.  We will also discuss key messages, create a one page media alert for use in pitching and determine the most effective overall strategy.   Pitching ideally gets underway a minimum of four weeks prior to tour date.  Strong, up-to-date media contacts mean everything when it comes to booking a media tour.  MultiVu maintains excellent relationships with individual producers at TV, Radio and internet shows who we know will be interested in your story.

On the day of the media tour, plan to have talent arrive approximately an hour before the first interview, this usually means around 5:00 or 5:30 AM ET.  “Business casual” attire is generally most appropriate, and  spokespeople should not wear white or heavily-patterned shirts.  Once at the studio, the spokesperson will go into makeup and your onsite SMT producer will review the morning’s activities and ensure that all technical facets of the tour are set. If possible, sit the spokesperson down for a quick dry run interview before the tour gets underway.  TV interviews will typically be between 2 and 3 minutes long, radio and web interviews will typically be longer (up to 10 minutes.)  The spokesperson will be alerted beforehand as to whether the interviews are live or taped and where the interviews are originating.

The day following the media tour, MultiVu will provide a preliminary report listing airings, audience reached and equivalent advertising values, and if available, streaming video links to the TV segments.  MultiVu will also produce a DVD copy of the entire satellite media tour for your records, which can later be used to assemble a highlights reel.

An evolving resource for media:

Media tours have evolved significantly over the last several years in step with the changing media environment.  For example, in years past, a “traditional” SMT took place between the hours of about 6:00-10:00 AM ET and included interviews solely on morning TV newscasts. Now, SMTS are often extended to 11:00 AM ET or even later to allow for increased booking opportunities, as some stations prefer to tape segments for later use.  Additionally, we’re also incorporating radio and online interviews into the tour, as these additional bookings mean significant added audience and return on your investment.

With the proper guidance, media tours can be a highly effective tool to convey your messages to the media as well as to the public at large, via both broadcast and online outlets.  If you have questions or want to learn more, contact the MultiVu team.

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Author Sarah Skerik is PR Newswire’s vice president of content marketing, and is the author of  the ebook  New School Press Release TacticsFollow her on Twitter at @sarahskerik.

 

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