A satellite media tour is the best way to get your experts and spokespeople interviewed on multiple TV stations across the country in a very short amount of time. The tour can target specific geographic regions, or a large national audience. Over the last five years, local TV news stations have significantly increased their use of SMTs and 91% of the news producers we surveyed are open to interviewing brand spokespeople. Additionally, viewership of local TV newscasts has also become younger and more diverse.
On top of that, local TV news is a highly trusted source of information. In an Omnibus survey of nearly 1,100 Americans, 85% trusted local TV news more than social media and 67% trusted local TV news more than national news. More people watch local TV news than watch either cable news or national TV news.
What’s New with Satellite Media Tour?
- Significant increase in station interest in booking satellite media tours
- Producers prefer to speak to an in-house spokesperson than a third-party expert
- Increase of 12% in bookings when an in-house spokesperson is used compared to a third-party spokesperson
- Stations are being forced to do more with fewer resources.
- Trend of multiple spokespeople appearing individually in the same SMT for increased localization
- Increased demand for bilingual satellite tours and virtual tours
- The growth of local TV news as the most trusted source for information
What are the Benefits of a Satellite Media Tour?
While it’s harder than ever to get your story on cable or network news, there’s a greater opportunity to get your experts and spokespeople on local news via satellite media tours. The power of local TV news is sometimes overlooked, however according to Pew Research Center, local TV has a larger audience than either cable or network TV. A satellite media tour allows you to establish your experts as leaders in the subject and create awareness for your brand or product through personalized messaging.
Convenience and Reach
It’s an extremely efficient process. In only 5 hours you can interview with up to 25 different television and radio stations. You’re getting your message out across to millions of viewersfrom one convenient location to satellite feed. It’s an effective way to get a message out to the masses in a very concise way.
Authenticity
A satellite media tour gives you an opportunity to utilize your in-house experts and leaders adding credibility to your message and making it more authentic. 83% of journalists agree that using an internal spokesperson adds authenticity to the campaign. Your experts can speak more fluidly about what the campaign is and what people can expect from the particular brand or product.
Controlled Message
One of the unique benefits of a satellite media tour is that more than 90% of the stations will use the questions that have been provided to them to conduct the interview, allowing the brands to maintain control of their message in a positive way.
Relevance
Satellite media tours do not only a give you an ability to reach a large swath of the country, but also deliver specific messages to each market. It’s a critical advantage in establishing the leadership of your brand to deliver customized, market specific content that resonates with viewers.
How Does a Satellite Media Tour Work?
We work with you to develop a storyline and angle that is pitched to the media knowing that the executive spokesperson will be available on a specific date within a certain block of time. In advance of the morning of the SMT, it usually takes about two to three weeks to get the stations lined up, and because of that upfront work by our in-house media relations team, you’ll know going into the tour what is on the schedule.
During the five-hour media tour window, your spokesperson conducts 22-25+ interviews with stations across the country, reaching millions of people. The tour can take place from a broadcast studio or on location from your spokesperson’s home, office, or other venue to add visual interest, authenticity, and convenience. These tours can also feature B-roll that can be rolled in live during the interviews to guarantee visual branding. Additionally, we provide a virtual green room that allows the PR team to watch and listen in real time providing feedback during breaks between interviews. After the tour, some TV stations even repurpose the interviews on their websites or streaming apps, creating even more exposure for a campaign.
