Satellite media tours can be a great way to reach millions of consumers in just a few hours.
There are many tools available when it comes time to let the world know what you do. Communication vehicles like websites, social media updates, press releases, whitepapers, press conferences and more, can be very effective—when used in combination—to win new business and raise your profile. In many cases they are far more effective than paying for advertising. Well, there is one more tool you should consider adding to your box that most small businesses don’t realize is within their reach: The satellite media tour, or SMT.
A satellite media tour consists of a company executive or spokesperson making themselves available for interviews to numerous media outlets on a given day. The person being interviewed goes to a studio and from there they are patched in to radio and television shows all over the country, one after another. The SMT has significant advantages over other forms of public relations and media.
A well-planned SMT can consist of 20 to 30 interviews over a six-hour period. Combining both local and national broadcasters, a single SMT could easily reach millions of consumers. An SMT is also cost-effective. By condensing dozens of interviews into a single time slot, you’re also condensing the production, technology and telecommunication costs of those interviews, thereby reducing your budget by several orders of magnitude.
So how do you ensure the success of your SMT?
Have a clear message
Most interviews on radio and television will last only a few minutes. It’s critical that you stay focused during that time. But in order to stay focused, you must have a message. If you are launching a new product, talk about the underlying market needs that lead to the development of your product.
Teach, don’t sell
Remember that this isn’t a commercial. The most successful SMTs teach instead of sell. It’s through the teaching that you can generate interest in your company. A great strategy is to develop a research paper or white paper on a related topic, and distribute it publicly. The study could be on certain market trends or conditions. These conditions are the reason why you have launched XYZ product. It creates a natural flow to your message, one that is of interest to audiences, producers and reporters alike. A sales pitch isn’t.
