Do Satellite Media Tours (SMTs) still work? We hear that question often. The answer is YES… with a caveat.
Last year KEF Media re-launched The Daily Buzz on Pop, formally the TV Guide Channel. The original Buzz welcomed publicity integrations and was favored by PR pros across the country. The show had a successful 13-year run nationally, but had been off the air for two years. In those two years, several national ‘integration’ shows came on the scene, but none combined true editorial content/entertainment news with seamless client integration opportunities that our PR clients craved. We knew there was an appetite for a Buzz 2.0 and set out to make it a reality.
Media tours are expensive investments and often the centerpiece of a PR campaign, so there is little room for error. There are several companies specializing in media tours, including KEF Media. Many of our competitors will promise exemplary service and stellar results. Unfortunately, not all deliver on those promises and a bad experience may turn you and your team away from the tactic altogether. If conducted correctly, media tours are extraordinarily effective.
This started as a typical rant against the younger generation of workers. Self-entitled and lazy, these ‘kids’ who expect a participation trophy (paycheck) and a big title just for showing up. A gross generalization you might say? Allow me to present four recent real examples of my experience with millennial employees:
When you’re planning broadcast and/or digital tactics for your client, it’s best to rely on the experts. Consider the family doctor who has a general understanding of how to remedy illnesses. However, they may not have the expertise to treat specific ailments, so they’ll refer you to a specialist who can.
When staging a satellite media tour, you’ve got to think outside of the monitor. We often see our competition going through the motions, simply switching out logos on a screen behind the talent and doing as little as possible to make what they’re offering as visually attractive as possible. They don’t seem to understand what business they’re in!
The ever-increasingly elusive live media tour interview; everyone wants it, not everyone gets it, with the only exception being Donald Trump.
Celebrities – TV and movie stars, recording artists, bestselling authors, famous athletes - often garner national media coverage in the coveted major media markets. But beyond a satellite media tour, are you maximizing the value of that celebrity?