In the fast-paced world of broadcast, media tours are a valuable tool for brands to reach large audiences and deliver their message authentically. Whether you’re a seasoned PR pro or new to the SMT, we’ve got you covered.
1. What is a Broadcast Media Tour?
Broadcast media tours, also known as SMTs and VMTs, are one of the most effective ways to share a brand’s story with millions of consumers and achieve large scale reach in a single activation. Media tours are a series of back-to-back television, radio, or online interviews with outlets across the country, booked over several weeks and executed over the course of several hours in a single day with a brand spokesperson or subject matter expert. The team at D6 will handle every aspect of the tour from conception and development to coordination and production for a seamless and impactful broadcast program.
2. Why should brands consider a Broadcast Media Tour?
Broadcast media tours offer a unique opportunity to increase brand awareness and amplify your message in a short amount of time. They allow you to connect with a diverse range of media outlets, from local news and lifestyle programs to regionally syndicated shows and more, reaching their respective audiences, helping increase visibility, build credibility, and establish a brand as an industry thought leader.
While it’s never too late to start planning a media tour, planning several weeks or even months ahead of your intended tour date allows ample time to meticulously craft campaign objectives, messaging strategies and provides the necessary buffer to secure interviews and coordinate tour logistics.
The virtual media tour is here to stay but will never completely replace the in-studio satellite media tour. As some stations revert to utilizing satellite space for interviews, our ability to seamlessly connect through video conferencing has allowed us to continue conducting tours from spokespersons’ homes, offices, or on-site locations. While VMTs embrace the globalized world we live in, offering flexibility and convenience, SMTs remain the seasoned older sibling, delivering professional production quality. In fact, some spokespeople excel in the in-studio environment, benefiting from the presence of a dedicated crew. Ultimately, a successful media tour can be conducted either in-studio or virtually with considerations like location, budget and spokesperson preferences to name a few, factoring into your decision.
3. Satellite or Virtual Media Tours?
The virtual media tour is here to stay but will never completely replace the in-studio satellite media tour. As some stations revert to utilizing satellite space for interviews, our ability to seamlessly connect through video conferencing has allowed us to continue conducting tours from spokespersons’ homes, offices, or on-site locations. While VMTs embrace the globalized world we live in, offering flexibility and convenience, SMTs remain the seasoned older sibling, delivering professional production quality. In fact, some spokespeople excel in the in-studio environment, benefiting from the presence of a dedicated crew. Ultimately, a successful media tour can be conducted either in-studio or virtually with considerations like location, budget and spokesperson preferences to name a few, factoring into your decision.
4. How far in advance should media tour planning begin?
While it’s never too late to start planning a media tour, planning several weeks or even months ahead of your intended tour date allows ample time to meticulously craft campaign objectives, messaging strategies and provides the necessary buffer to secure interviews and coordinate tour logistics.
5. How do I find the right media tour partner?
Finding the right partner is key to a successful broadcast media tour. Start by clearly outlining your objectives and goals. This will help you find a company that aligns with your vision. Next, you’ll want to research potential media tour companies and examine their experience and reputation. Look for case studies, client testimonials, and past media tours they have organized. A company with a strong track record is more likely to deliver results.
Schedule meetings with potential media tour partners to discuss your goals, expectations, and the strategies they propose to achieve your objectives. You’ll want to consider creativity and innovation- are they capable of thinking outside the box to create memorable and unique experiences for the media and your target audience?
Ultimately, trust your instincts. Choose the company that you feel most confident will deliver the best results and align with your vision. By understanding the fundamentals of a broadcast media tour and finding the right media tour partner, a well-executed broadcast media program can be a game-changer for your PR efforts.
