Date: 30 Nov 2018 (Updated on: 20 Dec 2024)
If you work in PR or corporate communications, you’ve likely heard the term Satellite Media Tour (SMT). But what exactly does it mean?
A Satellite Media Tour (SMT) is a strategic broadcast PR tool designed to help brands, organizations and non-profits deliver their message effectively through a series of back-to-back media interviews. Typically conducted in a single morning or day, these interviews allow a spokesperson to connect with multiple media outlets, ranging from TV and radio to online platforms, all from one centralized location—or even remotely.
While traditional SMTs were often based in major city studios, today’s technology allows for remote broadcasts from just about anywhere, whether it’s a cozy home setup or an iconic backdrop like Grand Central Station. This flexibility offers unique storytelling opportunities that media outlets find compelling.
The Evolution of Media Tours in the Digital Age
In the 1990s and early 2000s, securing 30 or more earned TV interviews in a single day was common for a successful SMT. However, with the rise of digital platforms and the industry-wide adoption of the PESO model (Paid, Earned, Shared, Owned), media tours had to evolve to stay relevant.
Some satellite media companies struggled to adapt and shuttered, while others embraced the changing landscape. Today, a modern SMT includes more than just traditional TV spots. It integrates radio interviews, online features, influencer collaborations and even live-streaming on platforms like Facebook Live. In regions where earned media interviews are harder to secure, paid media opportunities ensure a brand’s message reaches its target audience.
Planning a Successful Satellite Media Tour
A well-executed SMT requires careful planning and collaboration. Here’s a look at the process:
- Partner with the Right Vendor
Choosing an experienced vendor is critical. The best vendors offer a holistic approach, transforming traditional SMTs into Integrated Media Tours (IMTs) by including digital and social media strategies. - Start Early
Begin planning at least four to five weeks before your scheduled tour. This allows time for strategic adjustments, such as incorporating market research surveys to add value and relevance to your messaging. - Media Pitching and Booking
Once your media materials are finalized, the vendor will pitch to relevant outlets and secure bookings. Regular updates ensure the process stays on track leading up to the big day. - Prepare Your Spokesperson
Media training is crucial. Your spokesperson should be confident, concise and engaging during interviews. Practice run-throughs help identify and resolve any potential hiccups. - Set the Stage
Whether in a studio or on location, the visual presentation matters. From set design and props to food stylists for culinary-focused segments, every detail should align with your brand identity. - Expand Your Reach
Consider enhancing your tour with Spanish-language interviews or co-op satellite media tours (co-op SMTs), where costs and airtime are shared with complementary brands.
Key Terms Every PR Pro Should Know
Here are some essential terms to understand when planning an SMT:
- Satellite Studio: A facility for recording and transmitting live or taped segments via satellite.
- Satellite Truck: A mobile unit that enables live broadcasts from virtually any location.
- Remote SMT: A tour conducted from a non-studio location, such as a stadium or public venue.
- Virtual SMT: A tour conducted from the spokesperson’s home, with remote production support or on-site assistance.
- Co-op SMT: A shared media tour where multiple non-competing brands collaborate on a “news-you-can-use” segment, reducing costs and sharing airtime.
- Site Survey: A pre-tour check to ensure the chosen location has sufficient space and satellite signal.
- Run-through: A practice session held before the tour to ensure smooth execution.
- Generic Interview: A pre-recorded 60-second interview sent to TV stations that couldn’t participate live. This content can also be distributed through paid network feeds or online platforms to expand viewership.
SMTs in Action: How They Can Boost Your Brand
Whether you’re looking to promote a new product, amplify a campaign or manage public perception, SMTs remain a powerful way to connect with diverse audiences. By leveraging a mix of earned, paid and shared media opportunities, you can ensure your message is heard loud and clear—across traditional and digital channels.
Ready to see how an SMT can elevate your brand? Contact us today to explore case studies and start planning your media strategy!