What Is a Broadcast Media Tour? SMT, RMT and VMT
As a public relations (PR) and communications professional, you know that earned media is one of the most effective types of marketing because it’s trusted, economical and can reach a broad or narrowly targeted audience. You always want to find new ways to boost brand awareness with earned media, but it can be a challenge to cut through the noise of the modern PR landscape. That’s where broadcast media tours can help.
What Is a Broadcast Media Tour?
A broadcast media tour is a strategic campaign where a spokesperson, influencer or expert conducts interviews with multiple media outlets, which can include TV, radio and online platforms. These tours leverage media relations to share key messages, promote a product or address a newsworthy issue. They’re a coordinated effort that maximises media exposure and delivers a consistent message to a broad audience in a short period of time.
Types of Broadcast Media Tours
At their core, broadcast media tours involve a spokesperson who participates in a series of interviews across various media outlets. However, there are a few different types of media tours that cater to different formats and audience preferences.
Satellite Media Tours
Satellite media tours (SMTs) involve a spokesperson conducting interviews via satellite from a single location, typically a TV studio. This allows them to appear on multiple TV stations across different markets. Interviews are usually just 5 to 10 minutes long, so your subject can participate in multiple interviews in a single day, all without traveling.
SMTs are very cost-effective and efficient, allowing you to personalise your message to local markets while also reaching a broad audience. They’re ideal if you want to appear on morning talk shows and other local and national TV news programs.
Radio Media Tours
Radio media companies remain important for PR and communications. Around 82% of U.S. adults listen to traditional radio each week, and 70% listen to online radio. That makes radio media tours (RMTs), which focus on interviews with radio stations, an essential piece of many media strategies.
Radio tours usually consist of 10- to 15-minute interviews conducted over the phone or via internet calls. Because they’re so convenient and cost-effective, your subject can participate in multiple interviews per day. They work best when you have a message that connects with a recent news story and a high-profile spokesperson with authority on the topic.
Virtual Media Tours
Virtual media tours (VMTs) are similar to SMTs. They leverage video conferencing and online platforms to conduct interviews with multiple media outlets in a short amount of time. While satellite media tours take place from a studio, virtual media tours are highly flexible and can take place anywhere, including from the spokesperson’s own home. You can use them to target a wide variety of both traditional and digital channels, including news programs, digital news outlets, podcasts and influencers across various social media platforms.
The Importance of Broadcast Media Tours in Modern PR
Many consumer brands, public figures and thought leaders, B2B companies and startups use broadcast media tours, as well as healthcare organisations, schools and nonprofits. They’re an efficient and effective way to increase brand awareness, manage perceptions and make major announcements.
Increasing Product and Brand Awareness
Broadcast media tours allow you to reach multiple target markets in a short period of time, making them one of the best ways to increase the visibility of your brand or a specific product you want to promote. Appearing on relevant media outlets boosts brand recognition and creates buzz around your new product or service. Consistent messaging across multiple channels ensures that the audience receives a unified and compelling story.
Managing Public Perceptions
Broadcast media tours provide a platform for you to directly address your audience with a highly controlled message, which is one way to shape public perceptions effectively. A tour with a precise, targeted and strategic message can help your brand build trust, clarify misunderstandings and reinforce your values. Plus, because they can be organised and executed quickly, broadcast media tours help you manage your image nearly in real-time, which is especially important in today’s fast-paced media environment.
Making Major Announcements
For major announcements, such as company growth, product launches and new hires, broadcast media tours can deliver your news directly to the public, accurately and efficiently. They also allow you to provide context and immediately answer any questions that might arise from your announcement, which means you can more closely control the narrative.
How to Plan and Execute a Successful Broadcast Media Tour
So, how does a broadcast media tour work? Let’s break down the steps so you can learn how to plan your own successful media tour.
Step 1: Strategy
From paid media to promoting a press release , many things in PR and communications start with strategy – and broadcast media tours are no exception. When you work with MultiVu by PR Newswire, we’ll start by getting familiar with your campaign. For example, are you launching a product, managing a crisis or raising awareness? From there, we’ll identify your best target audience and decide which media outlets to target, and establish your campaign goals, like reach and engagement.
Step 2: Content Development
Next you need to decide what to say and who will say it. Your spokesperson could be someone from your organisation or a celebrity, influencer or industry expert, depending on your story. Our talented team at MultiVu can help you find the right spokesperson and develop your talking points. You’ll need a compelling core message, plus three or four supporting points, using statistics, anecdotes and quotes to add credibility. In this phase, you should think about how to make your message relevant for local viewers and key demographics, and prepare concise answers to potential questions from journalists.
Step 3: Media Outreach
You know you have a good story, but why should a busy journalist take time out of their day for your broadcast media tour? That’s the question your media outreach should answer. You’ll want to write a compelling press release that tells the reader why they should care, and also provide a fact sheet with essential information about your company, product or event. Add high-quality images, videos and other multimedia content to amplify your message even more. If you’re targeting local or multicultural markets, be sure your media outreach is customised and compelling for each audience.
Step 4: Planning
Broadcast media tours are sure to put the organisational skills of any PR and comms professional to the test. You’ll want to schedule interviews well in advance, considering the availability of your spokesperson and the time zones of participants. (At MultiVu, we start pitching and booking 4–6 weeks before the event.) Create a detailed itinerary for the day of the media tour, allowing for setup time and a buffer between interviews and travel time, if necessary. Additionally, make sure you have contact information for every media outlet and send them a reminder of their interview time and instructions.
Step 5: Technical Setup
A day or two before your media tour, send out your studio details and production call sheet. On the day of the event, all required staff should arrive at their assigned time to set up and make sure everything works properly. Here’s what to consider for each type of tour:
- Satellite media tours (SMTs): Ensure access to a professional studio with high-quality satellite links and reliable broadcasting equipment.
- Radio media tours (RMTs): Focus on sound quality, using high-end microphones and soundproof rooms to eliminate background noise.
- Virtual media tours (VMTs): Prioritise reliable internet connectivity and professionalism. Use HD cameras, proper lighting and stable video conferencing platforms.
No matter what type of broadcast media tour you’re doing, don’t forget to conduct practice interviews and a sound check.
Step 6: Action
Once you start the day, it’s full speed ahead: MultiVu SMTs typically consist of anywhere from 18 to 25 interviews in 4 hours. Stick to your timelines as best you can and immediately communicate any delays or issues to anyone who will be affected. Have contingency plans in place for potential problems, like technical issues and last-minute cancellations. Most of all, be flexible so that you can adjust schedules, troubleshoot issues and handle unexpected questions. Stay professional and adaptable no matter what happens.
Step 7: Follow Up and Evaluate
After your media tour ends, send thank-you notes to journalists and producers and be sure to provide them with any additional information or materials they requested. Hold a debrief session with your team to discuss what went well and what could be improved, and track media coverage to see how your story is being reported. For example, when you work with the PR Newswire team, MultiVu will provide a wrap-up report at the conclusion of the event, a weekly report on key station metrics and a final report. Reporting allows you to analyse the success of your campaign based on the goals you set in step one.
Achieve Your Goals with a Broadcast Media Tour
A well-planned and executed broadcast media tour can help you boost awareness of your brand, launch a product, manage a crisis or make an important announcement. By setting clear goals, choosing the right type of tour, coordinating effectively, ensuring technical readiness and remaining agile, you can maximise the impact of your media efforts.
There’s a lot to think about, but working with an experienced satellite media tour company can take some of the items off your to-do list. MultiVu by PR Newswire offers end-to-end solutions for satellite and radio media tours, from defining your goals and building your communication strategy to evaluating your success and proving ROI. Our experienced staff has launched successful media tours for businesses from start-ups to Fortune 500s, and we can do the same for you. Speak to an expert today.
FAQs about Broadcast Media Tours
How do I conduct a broadcast media tour?
To ensure success, plan your key messages, identify target media outlets and schedule interviews. Prepare the spokesperson with talking points and media training. Coordinate logistics, including travel or virtual setup. Execute the interviews, ensuring consistent messaging. Finally, monitor coverage, gather feedback and evaluate the tour's effectiveness.
How do I set up a satellite media tour?
You’ll need a professional studio with satellite technology. You’ll also want to tailor your message to each local market, while keeping it consistent overall. It’s especially important to stay organised, as you’ll be participating in many back-to-back interviews in a short period of time. As with any media tour, monitor the broadcasts and collect feedback to assess the tour's impact and reach.
What are the benefits of a media tour?
Media tours enhance brand visibility, manage public perception and effectively announce major news. They allow for direct interaction with diverse audiences across multiple platforms, which means you can ensure consistent messaging, maximise media coverage and build credibility. That can lead to increased brand recognition and trust
Ready to take your story or campaign to new heights? Let PR Newswire help you achieve unmatched visibility and reach.