Satellite Media Tour
Satellite Media Tours (SMTs) continue to be a highly effective public relations strategy, consistently delivering high-quality results for clients. However, the landscape of SMTs in 2024 has evolved significantly compared to a decade ago.Today's PR services necessitate leveraging multiple media platforms—including earned and paid media across television, radio, and online outlets—to maximize reach and engagement. This integrated approach is now essential for successful SMTs.
With 35 years as an industry leader, KEF Media delivers the technical expertise that will make your SMT network quality. We offer this tried and true public relations broadcast technique that embeds your spokesperson and message on television newscasts in target markets across the U.S. or around the world using satellite and Internet technologies. We find the media tailored to your specifications and are involved throughout the entire creative process, offering a hand to craft the perfect pitch in order to book your message in your intended markets. A satellite or radio tour will economically and efficiently deliver the kind of high impact, measurable television exposure you demand and your message deserves. We pay attention to every detail so you don’t have to, and we provide detailed reporting.
Custom Satellite Media Tours
At KEF Media, we engage with numerous PR professionals—including vice presidents, account supervisors, and account executives—to understand the challenges they face in advocating for broadcast PR tactics like co-op radio media tours.Common obstacles include budget constraints, clients unfamiliar with the potential ROI of media tours, or agencies with existing internal broadcast teams. While internal teams may grasp the basics, partnering with a specialized media company can elevate the effectiveness of these complex tactics. With over 35 years of experience, KEF Media possesses the nuanced expertise required for successful Satellite and Radio Media Tours. Before assigning your internal team to an SMT, consider these three compelling reasons to collaborate with us:
1. Free Customized Solution Brainstorming
At KEF Media, we believe in a collaborative approach, working closely with your team from the outset to understand the unique complexities of each campaign. This allows us to develop tailored strategies that align with your objectives and deliver exceptional results. Even if you're uncertain about involving an external partner, we're here to provide upfront ideation and strategic insights to enhance your project's success. Our goal is to exceed your expectations, helping you secure more business from your clients and fostering a lasting partnership. If not immediately, we hope our guidance demonstrates our value, encouraging deeper collaboration in the future.
2. Assistance from Ideation to Execution
At KEF Media, we understand that every agency's needs are unique. Some partners entrust us with full project management, while others prefer a more collaborative approach. Regardless of your involvement level, we're here to assist at any stage. Whether you require additional media placements, on-location production crews, or support to meet tight deadlines, our team is equipped to seamlessly integrate with your operations. Unexpected challenges can arise, but with KEF Media as your partner, you can navigate them confidently and deliver exceptional results to your clients.
3. Honest Counsel
At KEF Media, we recognize that every project is unique and yields varying outcomes. Leveraging our extensive experience, we guide you in optimizing your project's media appeal by evaluating three critical factors—Talent, Topic, and Timing—which we refer to as the 3T Filter. This approach ensures that your message resonates effectively with your target audience. Our team, composed of former media professionals, possesses an in-depth understanding of what captures media interest, enabling us to provide strategic counsel that enhances your campaign's success.
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What is a Satellite Media Tour?
Review Spokesperson Contract Thoroughly
When engaging a celebrity spokesperson, it's crucial for your legal team to thoroughly understand the terms and conditions of the talent's availability. Ensure that the contract includes clauses that provide confidence in the media's interest to host the celebrity. Celebrities—such as TV and movie stars, recording artists, bestselling authors, and famous athletes—often attract national media coverage in major markets. However, to maximize the value of a celebrity spokesperson, it's important to fully utilize the contracted time. Celebrity publicity appearance contracts typically allocate eight hours, yet many agencies only use four or five hours for media activities, missing out on millions of additional impressions. Beyond celebrities, internal spokespeople, subject matter experts, and authors can also effectively engage media outlets.
Here are steps to maximize the ROI with your celebrity spokesperson:
Determine your overall goals
- Audience reach?
- Target markets?
- TV only or all media, (radio, digital, print)?
- Where will media activities take place?
- With those answers, you’re ready to start negotiations.
Be careful with contract language
Eight hours should not include hair and make-up. Glam time can eat up two or three hours for some celebrities.
Spell out the media you intend to target during the eight hours including network television and radio programs, websites, bloggers, newspapers and magazines and so on.
Social media can add tens of thousands of dollars to fees depending on the number of followers the celebrity has. So, be specific about what you ask for. This can be as simple as a picture of the celeb on set doing interviews with one line about what they are doing and where to go for more information. You can then forward it to your brand’s followers.
Social media engagement with media personalities during the day of the project can be as simple as the reporter tweeting the celeb prior to the interview: “Hey! Can’t wait to talk to you at 9:30 AM on Good Day!” and the celebrity tweeting back “Me either…I love the Bay Area…can’t wait to tell your viewers what I’m working on with (your client).” The reporter is then likely to post their interview online you’ve got more shareable impressions! Most celebrities and their publicists appreciate the benefit of good media relations.
Think beyond Satellite Media Tours. Our Customized Media Day (CMD) will roll several tactics (in-studio television interviews, a 3-4 hour SMT and a 2-hour junket style interview window for high-level print/online publications) into one day delivering high-impact media within your allotted timeframe. Customized Media Days are a minimal additional investment and will likely exceed your client’s expectations and make you look like a rock star. And always, if you ever have a bilingual spokesperson capable of resonating with a Spanish-speaking audience, we have the advantage to penetrate those typical difficult-to-reach markets. Let us help you reach your desired Spanish Media targets.
Media Tour Set Considerations
In today's media landscape, creating visually engaging content is paramount. Television producers seek dynamic stories that captivate audiences, moving beyond static visuals to immersive experiences. To achieve this, consider incorporating outdoor segments into your media tours. Transporting viewers to different locations, such as showcasing the vibrant morning atmosphere of Miami or the serene landscapes of Yellowstone National Park, can provide a refreshing break from traditional studio settings. This approach not only enhances viewer engagement but also aligns with best practices in digital media, which emphasize the power of authentic, real-world imagery to connect with audiences.
To create a visually engaging set for your media tour, consider these strategies:
Add Dimension and Visual Interest
Live Models: For fashion segments, incorporate live models to showcase apparel dynamically, providing movement and context that resonate with viewers.
Mannequins and Varied Table Heights: Utilize mannequins and tables of different heights to introduce depth and prevent a flat, monotonous appearance. This arrangement adds layers and draws attention to key products.
Design Clean and Thematic Sets
Strategic Use of Props and Color: Employ props and color schemes that align with your topic to create a cohesive and appealing visual narrative. For instance, when discussing educational themes, setting up a classroom environment can make the segment more relatable and immersive.
Realistic Settings: Positioning your Satellite Media Tour (SMT) in an environment that reflects the subject matter enhances authenticity. For a home safety discussion, staging the set within a home setting—such as transforming a breakfast nook into a bedroom scene—can effectively illustrate key points and engage the audience.
By thoughtfully designing your set with these elements, you can create a compelling visual experience that captivates viewers and effectively conveys your message.
Incorporating monitors or logos into your set design can be effective, especially when featuring prominent celebrities or addressing hard news topics. However, relying solely on these elements may not always create the engaging visual experience that television audiences expect. Television producers seek dynamic, visually appealing stories that captivate viewers and prevent them from changing the channel. Our producers are dedicated to crafting sets that not only make your spokesperson comfortable but also enhance the overall visual appeal of the segment. This meticulous attention to detail significantly benefits both clients and media outlets.
If your topic involves pets, incorporating live animals can naturally draw audience attention, as people are often drawn to cute animals. While pets can add a unique and engaging element to your segment, they also introduce specific challenges, such as unpredictable behavior and the need for additional planning. Addressing these challenges requires careful preparation and expertise to ensure a smooth and successful presentation.
