A Guaranteed Media Tactic (GMT) is a fully scalable and controlled paid public relations tactic which guarantees key message delivery within pre-produced 60 second audio and video packages
placed on radio, TV, and online outlets. To learn more about GMTs, we VIRTUALLY sat down with 4media group’s EVP of Insights & Integrated Strategy, Alex Hinojosa, to see if they are worth the hype.
Alex, what topics make good GMTs?
Almost any topic is perfect for a GMT, but clients with overly commercial messages really like the tactic because the coverage is guaranteed. Many consumer segments are tougher to pitch for earned coverage or some important key messages can get edited out of 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 additional budget is available, clients can choose guaranteed placements on syndicated TV programs or on stations in the top 20 DMAs.
Sounds like a huge audience! How can we maximize our GMT viewership?
Add earned tactics to a GMT! For example, one client, for example, will conduct a PR survey to get mediagenic data that is used in an earned b-roll and (sound)bites pitch. The earned coverage, which can be from one to 50 airings, from the additional media relations is gravy 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.