Sometimes, I wonder how brands get their experts interviewed on multiple T.V. stations all day. Not until I discovered that’s the magic of a satellite media tour (S.M.T.). It’s indeed a powerful way to reach a large audience quickly. But what exactly is a satellite media tour, and how does it work? Are you curious to know more? Let’s dip into some examples of successful satellite media tours and look at the companies that can help you set one up. Trust me, it’s an experience worth exploring!
Key Point
- Satellite media tours offer a powerful way to reach a large audience quickly through interviews on multiple T.V. stations.
- Examples highlight successful tours, like a significant electronics company launching a smartphone and a fitness product campaign.
- Top companies in the field include Bridge Next, Lyons Broadcast PR, and 4media Group.
- A Satellite media tour aims to efficiently spread a message to a broad audience and boost brand credibility.
- Setting up a tour involves defining goals, choosing locations strategically, developing targeted media lists, confirming availability early, leveraging assets, and thorough preparation.
What is a Satellite Media Tour?
A satellite media tour (SMT) is an effective way to quickly get your experts and spokespeople interviewed on multiple TV stations across the country. This tour can focus on specific geographic regions or reach a national audience. Over the course of about five hours, your spokesperson can conduct 20 or more interviews with TV stations, reaching millions of viewers. The interviews can take place from a broadcast studio or on location to add visual appeal and convenience.
How Does a Satellite Media Tour Work?
Are you wondering how a Satellite Media Tour operates?
Let me explain.
What do I need to Get Started?
To kickstart a Satellite Media Tour, you’ll need to pin down a date and designate a spokesperson from your organization. Stations typically prefer an internal spokesperson who can conduct interviews from their home, office, or location. Then the website can connect them to their Broadcast Control Center and handle all station transmissions.
How much lead time do I need?
It’s best to allow about three weeks for all logistics, from media pitching to crafting the segment and setting up.
Who Develops the Pitch?
Most of the websites you want to work with will want to handle the pitch in close consultation with you. After reviewing the materials you provide, discussing concepts on a project start call, and conducting our research, we’ll develop a draft for your approval, usually within a day of the call.
What Markets and Regions Can I Reach?
Satellite media tours can reach interviews in every media market across the country. Depending on the story’s news value, segments can also be placed on cable business outlets and syndicated shows.
What will I know in Advance?
You’ll receive the interview schedule and suggested questions to prepare for. The site will provide a confirmation document based on their crafted segment with suggested station questions. You’ll also review scripted content for narrative videos produced in your S.M.T. package. Additionally, our producers will conduct a tech test with your spokesperson before the tour to ensure they look and sound their best.
What can I Expect on the Day of the Tour?
You’ll receive ample support from our production team throughout the day. You’ll join te virtual meeting early morning for makeup and conduct 20-25+ interviews and recorded segments. By early afternoon, you’ll be ready to get back to work.
What Happens After the Tour?
How soon can I see the results? On the day of the tour, you’ll receive a wrap report highlighting all conducted interviews, airchecks from aired segments, and a schedule for pending airdates. Within a day, you’ll receive an edit to review a narrative video for additional distribution. Weekly reports of airdates and audience figures for all segments will follow.
Satellite Media Tour Examples
Satellite Media Tours come in many different forms because there’s no single best way to get your message to the right audience. Seeing examples of successful Satellite Media Tours can be very helpful in understanding the strategies behind each approach.
A major electronics company used an S.M.T. to launch its latest smartphone. In just one morning, its tech expert appeared on 20 T.V. stations across the country, demonstrating the phone’s new features and answering questions from anchors. This helped them reach millions of potential customers in just a few hours.
Another example of satellite media I want to share is when I worked on a campaign for a new fitness product. We organized an S.M.T., during which our fitness expert nationwide demonstrated the product on morning shows. We reached a massive audience in just one day, and sales spiked significantly afterward. It was incredible to see the impact of the S.M.T. in real time and how it boosted our campaign’s success.
Satellite Media Tour Companies
Here are some top Satellite Media Tour companies you should know about:
#1. Bridgenext
Bridgenext, formerly known as DEFINITION 6, is a team of creatives, writers, producers, and media strategists who excel in creating engaging content. They offer a range of broadcast and digital P.R. services, including satellite, virtual, and on-site media tours, radio media tours, public service announcements, and branded content distribution. Whether you’re a global brand or an innovative startup, Bridgenext delivers award-winning media tours that achieve outstanding results.
#2. Lyons Broadcast PR
Lyons Broadcast PR provides complete Satellite Media Tour solutions nationwide. They produce in-studio, on-location, and virtual tours for diverse clients, including top brands, nonprofits, trade associations, and federal agencies.
#4. 4media group
4media Group is a global integrated media expert offering Intelligence, Content, Communications, and Digital media services. They are known for delivering measurable results and exceeding client expectations, making them a trusted partner in communications.
Read: Understanding The Benefit of Digital Marketing Strategies
#5. A-1 Broadcast
Formed by a former television news director, A-1 Broadcast boasts a team with over 100 years of combined experience in primary markets such as T.V. and public relations. They collaborate with P.R. agencies and Fortune 500 companies on Satellite Media Tours, Radio Media Tours, Virtual Media Tours, and Brand Integration projects.
#6. Artisan Production House
Specializing in book publicity and food and lifestyle publicity, Artisan Production House offers in-studio, Zoom, or remote satellite T.V. junkets, partner tours, and radio/podcast tours. Their strong relationships with producers nationwide ensure top-tier bookings.
#7. D S Simon Media
D S Simon Media helps clients get their stories on T.V. through satellite media tours and by producing and distributing video content. Their clients range from top healthcare and consumer goods brands to leading nonprofits. D S Simon Media is unique in the industry for owning its own studio and broadcast control rooms.
#8. KEF Media
KEF Media is a trusted broadcast media partner for many notable brands. They offer customized plans, honest counsel, exceptional client service, and robust results. Their specialities include Satellite, Internet, Radio Tours, Media Days, B-Roll & Sound Bites, and more.
#9. Moldow Communications L.L.C.
Moldow Communications offers comprehensive media solutions, ensuring your message reaches the right audience effectively.
#10. Press Record Communications
With over a decade of experience, Press Record Communications specializes in booking and managing logistics for broadcast media outreach to television, radio, and podcast outlets.
Read: How to Send a Press Release to Local Media (+ Expert Tips)
#11. Strauss Media Strategies, Inc.
Strauss Media Strategies, celebrating its 29th anniversary in 2024, is a leading public relations firm specializing in television and radio, both on-air and online. They work closely with clients to develop effective strategies and tactics and ensure quality results.
These companies are experts in the field, and each brings a unique set of strengths to help you maximize the impact of your Satellite Media Tour.
What Is the Purpose of a Satellite Media Tour?
A Satellite Media Tour (SMT) aims to efficiently spread your message to a broad audience through interviews on multiple T.V. stations in a short time. With an S.M.T., you can reach many people quickly, ensuring your message resonates with viewers across various regions. By tailoring your message to each market, you can show your expertise and leadership in the industry. S.M.T.s also lets you control how your message is shared, giving you more say in how your brand is perceived. Overall, S.M.T.s help make your marketing or P.R. campaigns more effective by getting your message out to more people and boosting your brand’s credibility.
What Are the Benefits of Media Tour?
Getting your story featured on cable or network news can be challenging in today’s media landscape. However, there’s a significant opportunity to reach a wider audience through local news via satellite media tours. Despite being often underestimated, local T.V. news has a more extensive viewership than cable or network T.V., as the Pew Research Center highlighted. You can position your experts as industry leaders through a satellite media tour and generate awareness for your brand or product by delivering tailored messages.
Read: How to Create Promotional Content That Drives Results for Your Brand(Plus Examples)
How Do I Set up a Media Tour?
Let’s start by defining the new driver and purpose.
Whether it’s to boost the C.E.O.’s visibility or raise awareness in the target market, clarifying the trip’s intent and expectations upfront to the executive and communications teams is essential. This ensures everyone is on the same page regarding the purpose and desired outcomes.
Location is key
Which market would be the best fit for this press tour? Is there a specific location dictated by an upcoming event or conference? Strategic location choice can help leverage executive availability and align with media perspectives. Let’s consider factors like company goals, news drivers, and existing contacts if we can suggest a location.
Develop a Targeted Media List
Align the list with the tour’s goal and choose targets purposefully. Ensure that the reporters reach out to will be interested in the news driver; you must have defined and understand their goals for the content. However, you should not limit yourself because opportunities can arise unexpectedly.
Also read: The Role and Importance of Social Media in Public Relations
Confirm Availability Early
Finalizing the agenda, location, and plans is crucial as soon as possible. Locking down the travel schedule lets us make the most of every second. For example, if a C.E.O. attends a conference in San Francisco, you can schedule interviews with reporters to boost their visibility and the company’s profile ahead of funding efforts.
Maximize Your Assets
Look for unique opportunities to leverage your assets, such as joint customer interviews or showcasing new products. These assets can enhance the reporters’ experience and understanding, making our story more compelling.
Demonstrations are key
Nothing beats in-person demos to give reporters a deeper understanding and personal connection to products or offerings.
Don’t Overlook Broadcast Opportunities.
Even without a specific news driver, breaking news can provide a platform for your tour. Use the client’s physical presence in an area as an opportunity for impromptu broadcast stories.
Use all Available Time Wisely
Phone interviews can be conducted during car rides or at the airport café, maximizing your opportunities to connect with reporters.
Reconnect with Old Contacts
Please take advantage of the trip to meet with reporters to strengthen the relationships and introduce them to your latest company news.
Preparation is key
Ensure your spokesperson is fully prepared for each interview with separate briefing materials tailored to each reporter. Providing a distinct angle for each conversation keeps the discussion fresh and engaging. Additionally, inquire about the reporter’s upcoming stories to identify potential opportunities for future collaboration.
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