​Gone are the days when consumers were content with glossy ads and catchy slogans. Today's savvy shoppers want the real story! They're peeling back the corporate curtain and expecting brands to be open books. Transparency isn't just a trendy term; it's a must-have in the modern marketplace. Brands that openly share their operations, sourcing, and decision-making processes are the ones building genuine trust and loyalty. A recent study by Label Insight found that 94% of consumers are more likely to be loyal to a brand that offers complete transparency.

This shift means that brands must be forthcoming about their processes, challenges, and the rationale behind their decisions. Let's explore why transparency has become the cornerstone of modern branding and how companies like Vimeo are leading the charge.

Under the leadership of CEO Philip Moyer, Vimeo has transformed from a YouTube competitor into a platform prioritizing private, high-quality video distribution. Moyer emphasizes the company's dedication to authenticity and meeting the unique needs of creators in a rapidly changing digital environment. By focusing on private video sharing and moving away from algorithm-driven content, Vimeo addresses the increasing market demand for non-public, personalized video experiences.

In today's dynamic media landscape, effectively reaching your target audience requires innovative strategies. One such approach is the Satellite Media Tour (SMT), a powerful tool in public relations that enables brands to connect with multiple media outlets efficiently.

What is a Satellite Media Tour?

A Satellite Media Tour is a series of back-to-back interviews conducted from a single location, allowing a spokesperson to engage with television, radio, and online media outlets across the country. Traditionally, these tours were conducted via satellite from professional studios or on locations with limitations, but advancements in technology now allow remote broadcasts from virtually any location (Virtual Media Tours), including home offices or on-site venues.

Benefits of Satellite Media Tours

• Efficiency: SMTs enable a spokesperson to conduct multiple interviews in a short timeframe, maximizing outreach without the need for extensive travel.
• Cost-Effectiveness: By centralizing interviews, brands can save on travel and logistical expenses while still reaching a broad audience.
• Flexibility: Modern SMTs can be conducted from various locations, providing opportunities for creative and visually engaging backdrops that enhance storytelling.

KEF Media is thrilled to announce the launch of KEF Entertainment, a new division dedicated to serving the entertainment industry. Building upon our extensive experience in film, television, and music, this division aims to make PR services more accessible to independent artists and creators.

For over 35 years, KEF Media has been the "go-to" firm for results-driven campaigns, delivering high-quality outcomes for some of the world's most renowned brands. Our innovative tactics and commitment to exceptional client service have propelled us from our beginnings in Chicago to becoming a global organization.

Yvonne Hanak, CEO of KEF Media, explains, "While KEF has a deep history of working with entertainment clients, we felt it was a natural move to form a dedicated division to service filmmakers, movie and recording studios, and independent creators. With the astonishing rate the media landscape has shifted in recent years, the demand for quality content and thoughtful publicity plans continues to increase."

Leading this new division are agency veterans Kyle Smith and Jurena G. Cantrell. Cantrell, VP of Entertainment, notes, "A major shift is happening in the entertainment industry, and with KEF’s expertise, films, events, music properties, and creative projects now have access to connect with wider audiences and with media on a global scale. This is the game changer that will redefine how media works creatively."

Football's biggest day is more than just a sporting event; it's a cultural phenomenon. As the most-watched telecast in history, with over 123 million viewers last year, the big game provides an unmatched platform for brands to make a significant impact.

At KEF Media, we specialize in integrated media relations, crafting compelling narratives and executing high-impact satellite media tours that secure coveted television and radio appearances, as well as placements on popular streaming platforms and digital news outlets.

Here are 3 key tips for a successful media tour:

1. Craft a Compelling Narrative: Your story must be newsworthy and relevant to the excitement surrounding football's biggest day. Tie your brand message to the spirit of competition, community, or celebration.

2. Leverage the Power of Visuals: In today's digital age, compelling visuals are essential. Prepare high-quality photos and videos that showcase your brand and its connection to this momentous occasion.

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You’ve done your research, and you’ve decided that a media tour with KEF Media is just what your business or organization needs to reach that next stage of growth. But there’s one more thing you need to consider before we begin to book talent and set up interviews — would an In-Person Media Tour or a Virtual Media Tour be the best fit?

Both are great options, and KEF Media has worked hard to achieve amazing results for our clients whether that’s face-to-face or through a computer screen. Let’s break down what makes each of these an excellent tool to get more exposure for your brand.

In-Person Media Tours

KEF Media executes In-Person Media Tours in a couple of ways. When we talk about on-location media tours, we take the show on the road. We can produce media tours from anywhere in the world — and with nearly four decades of experience, we can guarantee that we have done just that. From resorts, to farms, to stadiums, even Yellowstone National Park and atop a hotel in Beijing — as long as it is relevant to your brand, your story, and your audience, we can set up shop there.

Or, you could choose to be in a more controlled setting. For in-studio media tours, KEF Media will customize the set to help tell your story and captivate an audience. We’ve made blank spaces feel like warm, cozy, lived-in homes for the holidays or brought the outdoors inside for the perfect tailgate. In-studio options provide comfort and modern day convenience for our clients and talent.

It doesn’t matter the time of year, whether it's a celebration or just another Tuesday, whether it's been a good day or a bad one, food plays a huge role in our lives. In fact, according to the U.S. Department of Agriculture, U.S. consumers, businesses, and government entities spent $2.39 trillion on food and drinks in 2022. To meet that demand, food production is a massive industry, and it can be a challenge for companies to stand out in the deep pool of competitors.

KEF Media is here to help. Our team is honored to work with powerhouse clients in the food industry, like Honey Baked Ham, Ragu, Sunkist, Pre-Meat, and Edwards. One of the best ways to showcase their tasty products is with a Satellite Media Tour, a series of interviews scheduled in 5-10 minute windows with media outlets across the country. A Satellite Media Tour typically lasts for hours, leaving plenty of time for the food to wilt or melt. Here’s what KEF Media does to combat the clock and produce a successful Satellite Media Tour for our food industry clients.

The holiday season is filled with celebrations, time with loved ones, and spending–lots and lots of spending. The National Retail Federation reports that holiday retail sales hit more than $936 billion in 2022, and some experts say those numbers could soar even higher for the 2023 season. Experts with Deloitte predict holiday sales could reach up to $1.56 trillion — yes, we said trillion — from November to January.

At KEF Media, we know that your clients have big expectations for the holiday season. But, big expectations don’t always come with big budgets, even at such a critical time of the year. That is why KEF Media has developed a way to help you still get amazing results at a fraction of the cost. We can do that through Integrated Taped Tours.

An Integrated Taped Tour differs from a Satellite Media Tour in that it isn’t live. We don’t have the constraints of hitting precisely timed interviews back-to-back with multiple media outlets. Instead, we record interviews, combine those soundbites with video footage of products, and then send the completed segment to media outlets for them to use. The turn around can be fast too. We can create an Integrated Taped Tour in as little as a week’s notice.

Time to take a deep breath–the hustle of dozens of back-to-back interviews is over, your spokesperson nailed each of the talking points they needed to hit, and your brand was showcased in a way that should make a lasting impression on your target audience. While you can relax–KEF Media just executed an exceptional media tour for your business or organization after all–our team is just getting to work.

A media tour is a huge investment. The planning and labor that goes into the pre-production is monumental. Production day is a beast by itself. KEF Media’s goal is to ensure our clients see a return from such an undertaking. The good news is that these results shouldn’t come as a shock to you. Our team will prepare you on what to expect from the first stages of brainstorming for your media tour. We will go in depth with you about your brand story, what your goals are for the media tour, and what specific audience you want to target. All those details will shape exactly how we approach the media tour. It will determine the location, spokesperson, the pitch, and the media outlets we book for interviews.

Even if the results report won’t be full of surprises, we know how satisfying it is to see just how much impact your media tour had. For that reason, KEF Media will supply a detailed post-production report including:

You’ve hired a celebrity, retired athlete, or well-known newsmaker to help give your brand a major boost. Now, you need to maximize that investment. This was one of the reasons why KEF Media developed the Customized Media Day. It’s a tactic that takes full advantage of time, resources, and talent to produce the highest level of results for your organization or company.

A Customized Media Day is a condensed time frame filled with a variety of media tactics. The name says it all–your timeline will be customized to fit the marketing and exposure goals we outline during strategic planning. KEF Media has found that a Customized Media Day works best for clients with five to eight hours of celebrity time. To help you better understand this powerful tool, we’ve created a sample schedule of what your CMD to look like. In this example, we have planned for eight media hours with our celebrity spokesperson.

6:00 am – Grab your coffee and get ready for an exciting, busy day. Production crews will be on set to make sure that everything is prepared to tell your brand story. We will tailor and execute a set design to ensure the environment is dynamic and engaging.

7:30 am – Spokesperson arrives. The hair and makeup process begins. We have found that it is key to schedule this necessary part of the day separately from the allotted time your spokesperson will be on set. Furthermore, it is vital that the spokesperson’s team understands in advance that hair, makeup, and wardrobe time is not included in the media hours scheduled.