Virtual Media Tour
Virtual Media Tours are here to stay. VMTs use Skype or Zoom to connect a spokesperson to media around the world. Here are some key learnings and tips for a successful Virtual Media Tour.
In March 2020, as the COVID-19 pandemic unfolded, the broadcast public relations industry faced unprecedented challenges. At KEF Media, we quickly realized that PR now stood for "Pivot Rapidly." With clients postponing or canceling long-planned Satellite Media Tours (SMTs) and Customized Media Days (CMDs), we needed to adapt swiftly.Simultaneously, media outlets were seeking quality content, with many producers and reporters working from home for the first time and requiring stories with unique pandemic perspectives that could be conducted and recorded remotely.Recognizing this need, we developed Virtual Media Tours (VMTs)—a solution that mirrors traditional SMTs with back-to-back interviews, but conducted via platforms like Skype and Zoom, allowing spokespeople to connect from their homes while clients provide real-time feedback through a virtual green room livestream.
Within two days of taking our company remote and several days before mandatory stay-at-home orders, we developed, tested and started marketing our Virtual Media Tours (VMT.) VMTs work much like SMTs with back-to-back interviews. We handle all the bookings, technical elements and follow-up/reporting. The key difference is interviews are conducted using a mixture of Skype, Zoom and satellite with a spokesperson at home. The spokesperson simply connects with our studio using Skype and we do the rest. Our clients watch everything via a virtual green room livestream so they can provide real-time feedback to the spokesperson.
Producing interviews via Skype and Zoom isn’t a new concept – we typically have a few on each media tour. But producing a full morning of 20-25+ interviews back-to-back in rapid succession with crew and clients spread out over five or more states has quickly become a game-changer for not only our company but for clients and media contacts.
When planning a Virtual Media Tour (VMT), consider these three essential tips:
- Be Flexible with Timing
Don’t limit your VMT to a narrow 4–5 hour window. By making your spokesperson available throughout the day—or even across multiple days—you can better accommodate a wider range of media outlets and maximize earned media opportunities.
- Prioritize Technical Preparation
Conduct multiple tech tests with your spokesperson to ensure a smooth experience. Test for strong internet connectivity, optimal lighting, a distraction-free background, and clean video and audio quality. These elements are key to maintaining a professional broadcast presence, even from home.
- Deliver Valuable, Newsworthy Content
Audiences are still seeking helpful, actionable information. In addition to topics like avoiding online scams, protecting finances, and healthcare guidance, we continue to see strong media interest in lifestyle-focused VMTs. Stories on homeschooling, creative recipes, at-home entertainment, and DIY solutions consistently perform well.
As we embrace the future of public relations, KEF Media has fully transitioned to a remote work model, reflecting our commitment to innovation and adaptability. While we look forward to the return of in-person collaborations and professional productions, the convenience and efficiency of conducting interviews from any location have become integral to our PR strategies. We are proud to have been pioneers in offering Virtual Media Tours (VMTs) and remain dedicated to assisting you with your broadcast communication needs. If you have a potential tour in mind, please reach out—brainstorming is always free, and we're ready when you are.