A Guaranteed Media Tactic (GMT) is a paid public relations method. It is fully scalable and controlled. This tactic ensures that key messages are delivered in pre-made 60-second audio and video packages.
placed on radio, TV, and online outlets. To learn more about GMTs, we met online with Alex Hinojosa. He is the EVP of Insights & Integrated Strategy at 4media group. We wanted to find out if GMTs are really worth the hype.
Alex, what topics make good GMTs?
Any topic works well for a GMT. Clients with very commercial messages prefer this tactic because it guarantees coverage.
Some consumer groups are harder to reach for earned coverage. Important key messages can also get cut from taped segments. With the GMT, the client can fully control the content and guarantee the clearance of the segment or placement.
So, how does viewership differ in GMTs from regular SMTs and RMTs, or PR tactics?
Viewership of the GMT is fairly similar to that of a Satellite Media Tour or Radio Media Tour. However, one of the benefits of the GMT is that it is fully scalable.
The typical GMT results in 10+ million in broadcast audience and another 8 million in the online UVM. However, clients can add a video MAT release to increase the overall UVM to 100+ million. If there is extra budget, clients can choose guaranteed spots on popular TV programs or on top 20 stations.
Sounds like a huge audience!
How can we maximize our GMT viewership?
Add earned tactics to a GMT! One client will conduct a PR survey. This survey will gather media-friendly data.
The data will be used in a b-roll and soundbites pitch. The earned coverage can range from one to 50 airings. This coverage is extra on top of the guaranteed placements from the GMT.
Verdict: GMTs are certainly worth the hype. They are customizable, spokespeople and b rolls are optional, and they are scalable. If you have any questions, or if we can help with any outreach, please feel free to reach out.