What is a Satellite Media Tour?
The simplest of terms are often confused for complex thoughts and reasons without the actual knowledge of the real thing. Most people coming by the term “satellite media tour” often come up with sophisticated thoughts trying to define the term.
As a matter of fact, the practice has been around for the past two decades and is common with most brands and companies. It’s a term that could revolutionize your strategic marketing blueprint for your business and set you well on the map.
Without further ado, let’s buckle up and take a look at what satellite media tours are all about.
What’s a Satellite Media Tour?
The simplest way to look at satellite media tours is by starting to have a look at the most popular breakfast/early morning shows and interviews. That should give you a rough idea of what the tours are all about.
Generally, SMTs are a strategic operation used by corporations, public relations agencies, non-profit organizations and businesses to pass on particular messages to the masses via a series of back-to-back interviews within a given time frame.
The time window given could be an entire morning or even the entire day depending on how many live interactions the expert is planning to have.
Previously, businesses would appoint experts and have them air on radios and TVs but that has since changed with the introduction of social media platforms that give you direct access to a targeted audience.
For instance, media streams such as Facebook live have come in the picture to save the businesses that would otherwise have found it pretty dear to appear on national TV. Other online interviews platforms that are set to change the game include using bloggers and other influencers and also making use of high-level outlet forms such as the People, the Huffington Post and the Entrepreneur, just to name but a few. Nonetheless, in target markets where it’s not possible to conduct earned media interviews, paid media integrations are firmly set in place and work just as well.
How to Do It Right
Comparing the satellite media touring game now and 10 years ago, a whole bucket lot has changed. Actually, the changes are only set to continue as we hope for introductions of newer technologies.
The digital media world has come with the PESO model (Paid, Earned, Shared, Owned). The companies which miserably failed to adopt the newer media landscape slowly found themselves deteriorating and some even going completely out of business. Others like the KEF Media – Media tours have experienced nothing but a rise and boom that has established them as leaders in their niche.
That said, how do you carry out your public relations tactic with a steaming success that should prove beneficial to your firm and bring in returns?
Your spokesperson represents your brand; this should propel you to conduct proper grooming as well as prior preparation on the expert who’s going to present. It’s not only about finding the appropriate spokesperson for the job but also about identifying a credible TV or radio station that should serve your purpose.
Once this is done, proceed to work on the story angles and always aim to stay relevant during the interview. Remember the news anchor may deflect during the interview to suit the conversation in their direction – this is, after all, a common trait among most journalists. It’s up to you to make sure you are also tactful and only give information relevant to your business.
Make sure the expert can identify possible traps that may have you look bad on screen. While doing so, aim to be as detail-oriented as possible and if possible, provide additional footage to give credibility to the message. Now all you need is good luck as you proceed to face the screen.
by Loraine V
