TV stations need content for morning programs, online outlets are hungry for compelling video, radio and newspapers are building up their online presence with solid video interviews. Satellite Media Tours (SMTs) could be the right tactic to provide relevant content to media and get your client’s message across multiple platforms.
Before you make a sizable spend on a PR tactic, below are 10 tips (and lots of questions) to help you shape an outstanding media tour.
1. Make sure a SMT is the right tactic. Satellite Media Tours are effective but can be costly. Before you jump right in, make sure an SMT can get you the results you want.
Questions to consider:
How strong is your story?
What visuals do you have?
Are you open to all markets or do you have specific markets that will make this a win?
If you have a strong story, interesting visuals, and you’re open to all markets, a Satellite Media Tour is right for you.
2. Select the right spokesperson. A spokesperson can make or break your Satellite Media Tour.
Questions to consider:
Does the story weigh heavier than the spokesperson or will the spokesperson make the newsability?
Has the spokesperson conducted another SMT within the last three months before your tour? (Don’t trust the agent, ask your SMT partner to do a search!)
What is the spokesperson’s reputation?
Some spokespeople are not worth the money. Select a spokesperson who will complement, and not distract from, your client’s message.
3. Find the right timing. If you try to contact the media at the wrong time, you risk losing your message.
Questions to consider:
Do you have a logical news tie or a strong ‘evergreen’ story?
Can you strengthen your news value if your tour is scheduled for another date?
What time frame in the day is going to get you the most bookings?
4. Define what success looks like before the SMT. Outline your goals so it’s clear how a Satellite Media Tour can help you achieve them.
Questions to consider:
Are you being measured on overall reach or specific target demographics penetration?
Will a certain number of interviews be a win? Or is it quality over quantity?
What is your media “wish list?”
5. Be realistic with your client. Don’t get your client hyped up on ideas that are not realistic for their message. There are some markets where certain messages will not work. There are other markets where the same message will resonate with an audience. This is different for every client and every story.
Questions to consider:
Will the market you’re targeting take non-celebrity or non-breaking news tours?
6. Localize, localize, localize. Everyone wants to land the big, national media outlets. Sometimes, they bite on stories. But more than likely, your attention should be on smaller, local markets where your client’s message can still reach a large audience. Finding reasons for the audience to care is key.
Questions to consider:
Why should the audience in the market care about the interview?
7. Pay attention to set design. TV and online video is all about the visuals. Ask to see some of the SMT partner’s past set options. If they are all similar (i.e. a monitor with a logo/image next to the spokesperson), you may want to check out some other potential partners.
Will the audience know what the segment is about if the volume is off?
Do you have the option for specific set design? now the current media landscape. Some stations require payment for tour inclusions, but those same stations will take segments earned if they like the story.
8. Know the current media landscape. Some stations require payment for tour inclusions, but those same stations will take segments earned if they like the story.
Questions to consider:
Is payment required for coverage?
9. Prep your spokesperson. A spokesperson should appear comfortable and authentic. Conduct a pre-tour call so they can ask questions and you can discuss wardrobe.
Questions to consider:
Does your spokesperson like any particular food, drink, or other items that will make them comfortable?
Does your SMT partner have an experienced floor director on set to help keep energy up and make sure they hit key points?
Give your spokesperson your SMT partner’s contact information in case they have a question they don’t want to ask in front of the larger team.
10. Trust your partner. You and your SMT partner should align on all of the points mentioned above. You should trust their expertise and their results - you hired them for a reason.
Questions to consider:
Do they tell you what you need to know or what you want to hear?
Are they “in it” with you until the end?
What happens if you don’t reach your goals or if a news event causes mass cancelations on your tour?
How do they get audience numbers?
What are the value-added elements that will provide a strong audience base on which to build with media placements?
Will they make you look like a hero in front of your boss and client?
Here is one bonus tip - Don’t get overwhelmed! A strong media tour partner can help you navigate all of the points above and exceed your client’s expectations. At KEF Media, we have always had a ‘no charge for brainstorming’ policy. We would love to help you define your goals and customize a plan that will get you to the finish line.