Is a Paid Placement Right for Your Campaign?
There’s been a lot of buzz in the communications industry around the idea of using paid placements (also referred to as “strategic placements"), yet misconceptions persist about what this term actually means and when they are appropriate to use.
In a nutshell, a strategic placement is a 30- or 60-second stand-alone video in a newsbreak format that is used to provide news content during breaks in scheduled programming for TV or radio. Video produced from B-roll and satellite media tours (SMTs) as well as radio media tours (RMTs) can also be repurposed into scripted packages for strategic placement on national or local TV and radio.
When to use a paid placement?
To increase the audience for a broadcast campaign: Impressions are often king in the broadcast world, but in some cases, satellite or radio media tours (“SMTs” and “RMTs,” respectively) may not garner the number of impressions that clients often like to see. To increase the return on the investment in broadcast production, we always advise employing a multi-faceted approach so that content can be seen and heard on a variety of mediums.
Paid placements can often help get air time on cable and network affiliates that are often unattainable otherwise, and can be a great way to increase your audience ‘footprint.’ For example, CNBC, CNN, Fox News Channel, Headline News, and The Daily Buzz are just a handful of typically coveted networks where content can be easily placed with the paid approach.
Read the full post by author Risa Chuang, director of media relations for MultiVu, a PR Newswire company, on Beyond PR.