Do Satellite Media Tours (SMTs) still work? We hear that question often. The answer is YES… with a caveat.
We live in a digital world and there is no doubt it has turbocharged the public relations agency business. But if the Internet was the best and only way to communicate, brand management would have long ago abandoned television advertising.
In public relations, we often take calculated risks aimed at generating conversations about our clients – what we call disrupting today. Thirty-two years ago, I went out on a limb and it’s a story that’s both entertaining and instructive even though tactics and media are so very different now than they were then.
We lost a satellite media tour to a competitor recently because the firm told the client it could guarantee 300 million impressions. Put another way, that means the SMT and related content would be viewed by nearly every man, woman and child in America.
Many PR professionals run into the same issue over and over again…
Local television newscasts remain fertile ground for your client’s messaging. Contrary to the popular misperception, viewership of local newscasts hasn’t crashed as evidenced by a survey of the 2015 industry conducted by Pew Research, the most recent figures available.
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.