Posts Tagged ‘satellite media tour’

Satellite Media Tours – A Broadcast Public Relations Ticket to Massive Media Exposure

February 28, 2016

Satellite Media Tours, or SMTs, are a broadcast public relations ticket to massive media exposure and one of the most effective ways to get your book, product, or service featured in television, radio and online programs with today’s complex media environment.  Whether you’ve been involved with SMTs in the past or you are brand new to satellite media tours, here are some basics about how they work and what you need to know to ensure media success..

WP Rawl Monique Coleman SMT 03-20-15

Satellite Media Tours Offer Massive Media Exposure.  Satellite Media Tours, or SMTs, can place your product in a news or lifestyle program to give it the same visibility as news and enhance its position in the market by featuring it as a “newsworthy” item. In fact, no amount of advertising can give your product or brand the same credibility that an editorial feature can. CMP Media Café offers over twenty years of live television and Satellite Media Tour production experience, providing studio and remote SMT production services for Fortune 500 companies, PR Agencies, non-profit organizations, authors/publishers, celebrities, and healthcare firms. We specialize in working with clients to develop the right news angle for your SMT story or corporate message and we find that the most effective SMTs are information or problem-solving driven — presenting the client’s company or product as the solution to a problem.

CMP Media Café produces highly successful 15-to-25-city SMT events reaching approximately two million viewers or more. We can produce a tour exclusive for your product or we can co-op your product with other non-competitive companies in order to reduce the overall budget. Your total cost of an SMT depends on the location, satellite time and uplinks (for in-studio or remote locations), spokesperson fees, etc. Our fees include complete concept and script development, coordination and production of the tour, complete station booking, satellite feeds, and monitoring reports. If you need to find the right spokesperson, we can conduct a spokesperson search for an additional fee.

WKYC Emily 02-16-09

How SMTs Work.  A Satellite Media Tour, or SMT, is a series of pre-booked interviews conducted via satellite with a spokesperson in one city and television station reporters in selected cities across the country. The spokesperson speaks from one location in our Los Angeles or New York studio (or any studio or location in the country or around the world) and we electronically switch the spokesperson in sequence from one station to another, conducting live or taped one-on-one interviews with local reporters. In essence, a spokesperson can visit 15-to-25 cities in a matter of hours instead of weeks, and this gives your company immediate access to the news media. Each interview is approximately two-to-three minutes in length.

Find a Good Media Hook. Factors that influence news producers in booking a satellite media tour including a newsworthy topic, the popularity and credibility of the featured spokesperson or expert, an exciting location, and the ability to make the segment “teaseworthy” to interest viewers to tune into their broadcast. Also, in today’s sensitive sponsorship environment, the client sponsoring the segment and how they present their message is becoming an increasing component to booking a successful SMT.

OAHU SMT B-T-S

The Spokesperson is Key. The spokesperson chosen for the SMT should be either a nationally recognized personality, an authority on the topic or expert in the industry, or a person who has had a personal experience with the product and who has media “bookability” and experience. CMP Media Café also provides SMT media training for your selected spokesperson in order to prepare them completely for the tour (additional fees apply). Depending on the spokesperson’s media experience, media training may be absolutely essential for a successful tour.

Monitoring Audience Reach Results. Through closed captioning and personal follow-up with tv stations, we are able to report how many stations aired the interview, the airdates, audience reach viewership numbers, and estimated publicity value of the project. Monitoring reports are issued daily for the first five business days after the initial SMT airdate and weekly when there’s additional activity for a total 4-week reporting period. Contact us at 213-986-8070 for more information.

Hiring a Company to Produce Your SMT.  CMP Media Cafe has two decades of experience producing live television and satellite media tours featuring celebrities, Fortune 500 client products, medical breakthroughs and more in partnership with public relations agencies across the country. Contact us at 213-986-8070 for a free consultation on your satellite media tour idea or to see if it’s a good fit for your media campaign.

Peace and coconuts,

Marianne Schwab, Executive Producer, CMP Media Cafe

Follow us on Twitter:  @CMP_MediaCafe

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Guidelines for Identifying a SMT Spokesperson

July 18, 2014

Identifying the right spokesperson for your satellite media tour is pivotal to your broadcast public relations success and can be one of the more challenging aspects of producing the SMT. Here are some basic guidelines for identifying a SMT spokesperson when navigating options on this critical decision for your media tour as well as your surrounding public relations campaign.

Choose an Expert Relevant to the SMT Topic or Product. Contracting the appropriate expert for your topic adds credibility to your message. When conducting your spokesperson search, you should look for an expert who has a respected reputation in the industry that makes sense for your product and/or topic. For example if you’re an automotive company, you should identify an appropriate car expert – it could be a consumer editor of an auto magazine, car care specialist, or even a classic car expert depending on your angle.. If you’re message points are geared toward the latest beauty product, then think of ways where an expert like a dermatologist would add credibility to your message.

Experts Should Have a Book or a Blog (or Both). An expert who has written a book or who has a popular blog on their field of expertise will be highly desirable by television and radio producers. There is nothing like a blog or a book to add credibility to your expert as someone who is reputable in their field. Celebrity experts are also a good choice. A celebrity expert is someone like a chef that is well known or a designer that has a TV show

Spokesperson Should Have a Proven Media Appearance Track Record. Look for an expert who has had experience in broadcast media. Your ideal spokesperson will have had numerous radio and TV appearances. If they have not had media experience, you can always media train them, but verify that they have media potential. This can often be determined in an interview either over the phone and ideally face-to-face or via Skype. You want to confirm that your expert is also “media friendly” in their appearance and how they speak.

Social Media Influence a Plus. Although it is not a deal breaker, more and more clients find that a spokesperson who also has a very visible social media presence a necessary part of the equation. This is an added value since the spokesperson can also leverage their social media following to reach a broader and targeted audience by posting interviews of the satellite media tour and even tips regarding the clients message points to their social media outlets. Depending on the industry, keep in mind that many excellent experts may not be social media savvy.

Don’t Over Pay a Spokesperson Fee. How much you pay your spokesperson is always a little bit of the sticky wicket and I am often flabbergasted by the amount that is paid for certain experts or talent for an SMT primarily because I think some clients overpay. Depending on the reputation of the expert, fees can vary dramatically. I’ve seen them range everywhere from $1,000 honorariums up to $100,000 for top celebrity talent. Unless you happen to have an A-List celebrity as your SMT spokesperson, you should not pay more than $5,000-$10,000 in my opinion. The spokesperson’s job is to deliver the message on camera in a credible way, but in most cases the expert you contract (although pivotal to a good interview) is not the main reason stations are going to book the SMT. In most cases, stations will book the interviews based on a strong and provocative story angle. The spokesperson’s credibility, although essential to the story, is not usually the catalyst that ultimately entices producers to book the interview except in the case of an A-list celebrity.

Finally, the question that is sure to come up is, “should the spokesperson be a company executive and or employee?”   The answer to that is that it really depends on a lot of variables where the story angle is concerned and the objective of the satellite media tour. Obviously, the head of Microsoft, Bill Gates, is a very desirable interview. However, unless the company executive is also strategic to the brand or invention of the product, they may not be the best choice as a spokesperson since newsrooms will often perceive that as being “too commercial.” A natural exception would be a company executive responding in a crisis public relations situation.

The spokesperson search for your PR campaign always presents challenges. Feel free to consult with CMP Media Café when you are in planning stages so that we may assist you in navigating options and guide you through this process.

Peace and coconuts,

Marianne Schwab, Executive Producer, CMP Media Cafe

Follow us on Twitter:  @CMP_MediaCafe

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