By Jodie Nicholes and Risa Chuang
Ever wish you could be in multiple places at once, spreading your message far and wide without actually traveling? A satellite media tour (SMT) or radio media tour (RMT) makes that possible. They’re cost-effective ways to conduct back-to-back interviews with multiple TV, radio and online outlets, all from one location in a short period of time. Pretty efficient, right? But like any well-oiled media machine, an SMT or RMT requires careful planning. Working with a strategic partner can make that journey more seamless.
Whether you’re planning one on your own or using a strategic partner, here are our tips for a successful media tour.
Know Your Why (And Your What)
Before you dream of scheduling interviews, take a step back. Why are you considering a media tour? Are you launching a new product or bringing a new medication to market? Raising awareness for a cause or medical condition? Promoting an event? Releasing new research? Your goal determines everything from your messaging to your choice of media outlets.
Once you nail down your purpose, craft your key messages. For pitching success, you’ll want to find an angle that is newsworthy, such as tying it to an event, current news, an awareness month or recent research. Perhaps more importantly, you’ll also want to craft messaging for your target audience. Whether you’re looking to reach a local market or national audience, your message should be clear, concise, and − most importantly − memorable. If a viewer or listener only remembers one thing from your interview, what do you want it to be? That’s your golden nugget.
Find the Right Media Outlets
Not all media platforms are created equal. A great SMT or RMT reaches the right audience − not just the largest one. A valuable media relations team will listen to your goals and key message points to create a list of pitching options most likely to reach your target audiences. If you’re drafting your own list of desired outlets, consider these questions:
- TV stations & radio shows: Do the audience demographics match your target markets? Is the topic more in-depth and likely to need a lengthier interview that radio provides?
- Local vs. national coverage: Do you want to focus on specific regions or go nationwide? Are you looking for business, financial, health or lifestyle coverage? Does your message resonate with a rural audience or an urban one?
- Digital & social media: Are there outlets that will stream or place the interview to live online for extended reach?
- Relevant Messaging: Is there any local or regional data to establish relevancy for a local market’s audience?
Pick a Rockstar Spokesperson
Your SMT is only as good as the person delivering your message. Whether it’s your CEO, a brand ambassador, an industry expert, celebrity or influencer, your spokesperson needs to be:
- Media-trained: They should be able to handle tricky questions and stay on message.
- Engaging: A monotone, robotic speaker? No, thanks. Your audience needs someone who connects − not just informs.
- Adaptable: Different outlets have different tones. A morning news show? Friendly and lighthearted. A business segment? More polished and to the point.
- Credible: A celebrity discussing a healthcare condition that affects them or a close family member carries more weight than a celebrity acting as a mouthpiece.
Schedule Smart
For SMTs and RMTs, it’s usually necessary to fit interviews into tight windows across multiple time zones. Keep these sanity saving ideas in mind:
- Book early: Allow plenty of time for pitching. Prime interview spots (especially morning and drive-time shows) fill up fast.
- Flexibility is important: The more flexible a spokesperson, the more interview options you’ll have. Know your spokesperson’s availability before reaching out to media platforms. And if you’re trying to reach a podcast audience, it’s even more likely that you’ll need flexibility in interview timing.
- Out-of-window interviews: Occasionally, a producer will request an interview outside of the hours of the media tour. Work with your spokesperson to get a realistic yes or no before confirming or denying.
Get Your Tech in Check
Nothing kills a media appearance faster than technical difficulties. Ensure your setup is flawless. Whether you book a professional studio, a hybrid location or a virtual set-up, you want to ensure you have a reliable connection and quality equipment.
If you’ve opted for a virtual media tour, you’ll want to do a full tech check at least ten days before the big day to catch any hiccups and allow time to order additional equipment like lighting or mics.
Maximize Your Reach After the Tour
Just because the interviews are over doesn’t mean your work is done. Keep the momentum going:
- Repurpose clips: Use soundbites for social media, your website or future marketing campaigns.
- Track performance: Monitor engagement, mentions and audience reactions to gauge your success.
Ready to plan your own SMT or RMT?
A well-executed media tour can put your message in front of thousands (or even millions) of people in a single day. The key? Plan ahead, pick the right outlets, prepare your spokesperson and nail the logistics.
If you’re looking for expert guidance on organizing a seamless satellite or radio media tour or want to discover more ways to boost your brand’s presence, reach out to us. With the right support, you’ll be well on your way to a successful, high-impact SMT or RMT that elevates your brand’s story.
