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What Is A Satellite Media Tour? Benefits, Cost & Comparison to Other PR Strategies

By Happy Sharer

Introduction

A satellite media tour (SMT) is an effective public relations (PR) tool used by organizations to increase visibility, boost brand awareness, and generate positive sentiments about their products and services. It involves inviting reporters from various broadcast outlets onto a remote studio via satellite to conduct interviews with company representatives. The interviews are then aired on multiple TV channels across the country.

What is a Satellite Media Tour and How Does it Work?

A satellite media tour is a form of PR that allows companies to get maximum exposure in a short period of time. Companies invite reporters from various broadcast outlets to a remote studio via satellite. The interviews are conducted by the company’s representative and are then aired on multiple TV channels across the country. During the interview, the company representative discusses topics related to their product or service and provides insight into their industry. The interviews are generally 5-10 minutes long and are usually pre-recorded to ensure quality control.

Benefits of a Satellite Media Tour

Using a satellite media tour (SMT) to promote your business can be a very effective way to reach a wide audience. SMT offers a number of advantages over other forms of PR, including:

• It allows you to reach a large audience quickly and efficiently.
• It gives you the ability to control the message and ensure that it is delivered accurately and consistently.
• It provides a platform for you to showcase your expertise and demonstrate your knowledge of the industry.
• It enables you to connect with potential customers and build relationships with key influencers in your industry.
• It allows you to create a buzz around your product or service.

Cost of a Satellite Media Tour

The cost of a satellite media tour (SMT) depends on several factors, such as the number of interviews, the type of studio used, and the length of the interviews. Generally speaking, the cost of an SMT can range anywhere from $5,000 to $25,000. Most companies offer payment plans to make the cost more manageable.

Types of Events Suitable for a Satellite Media Tour

A satellite media tour can be used for a variety of events, including corporate events, public relations events, and political events. It is an ideal tool for companies looking to increase their visibility, build relationships with influencers, and generate positive sentiment about their brand.

Comparing a Satellite Media Tour to Other PR Strategies

When considering a PR strategy, it’s important to compare and contrast different options. Below are some of the most popular PR strategies and how they compare to a satellite media tour:

Traditional Media Tour

A traditional media tour involves traveling to different cities and conducting interviews with local media outlets. The benefit of this approach is that it allows you to reach a geographically diverse audience. However, it can be expensive and time consuming. Additionally, you have less control over the message and it can be difficult to ensure that the message is consistent across all outlets.

Social Media Tour

A social media tour involves using various platforms, such as Twitter, Instagram, and Facebook, to reach a wider audience. It is a cost-effective option and allows for more creative content. However, it can be difficult to measure the success of the campaign and there is less control over the message.

Online Media Tour

An online media tour involves conducting interviews with online outlets and bloggers. This is a great way to reach a niche audience and can be very cost effective. However, it requires a lot of planning and coordination and there is less control over the message.

Analyzing the Impact of a Successful Satellite Media Tour

A successful satellite media tour (SMT) can have a significant impact on an organization’s visibility, reach, and reputation. Here are some of the benefits of a successful SMT:

Increased Brand Visibility

A successful SMT can help to raise awareness of your brand and increase its visibility. This can lead to increased sales and a larger customer base.

Greater Reach

A successful SMT can help to extend the reach of your brand. This can lead to increased engagement with potential customers and a greater chance of making a sale.

Improved Reputation

A successful SMT can help to improve your brand’s reputation. This can lead to increased trust among customers and improved customer loyalty.

A satellite media tour (SMT) is a powerful public relations strategy that can help organizations gain maximum exposure for their products and services. SMT offers a number of advantages over other PR strategies, including increased brand visibility, greater reach, and improved reputation. Although it can be costly, the rewards of a successful SMT can be substantial. For organizations looking to increase their visibility and boost their reputation, SMT should be considered.

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Hi, I'm Happy Sharer and I love sharing interesting and useful knowledge with others. I have a passion for learning and enjoy explaining complex concepts in a simple way.

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• WHAT IS A SATELLITE MEDIA TOUR?
• WHAT ARE THE BENEFITS OF A SATELLITE MEDIA TOUR?
• HOW DOES A SATELLITE MEDIA TOUR WORK?
• SATELLITE MEDIA TOURS
• VIRTUAL EVENTS PLATFORM
• RADIO MEDIA TOURS
• CO-OP MEDIA TOURS
• LIVE SOCIAL MEDIA BROADCASTS
• B-ROLL, STUDIO AND VIDEO PRODUCTION
• GUIDES AND REPORTS
• IN THE NEWS
• COMPANY UPDATES
• PR’S TOP PROS TALK
• PR INSIGHTS
• CASE STUDIES
• Satellite Media Tours

Industry Leaders in Satellite Media Tours

10,000+ interviews booked from our studio and control rooms.

What is a satellite media tour?

What are the benefits of a satellite media tour?

How does a satellite media tour work?

A Satellite Media Tour (SMT) gets your spokesperson interviewed on multiple TV stations across the country in a very short period of time. The best news is that 92% of stations we surveyed are open to interviewing brand spokespeople . Local TV news is twice as trusted as national news and five times more trusted than social media with audiences growing for key demographics. SMTs deliver these audiences to you.

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Frequently asked questions regarding satellite media tours

Whether you’ve partnered with Lyons Broadcast PR before or are new to the concept of satellite media tours, our team of experts are here to provide clarity and support. Lyons Broadcast PR specializes in satellite media tours and it is our goal is to help you understand the process and benefits of using SMTs to connect with broadcast outlets and reach your target audience effectively.

Before embarking on a satellite media tour, it’s important to understand a few of the basics first

On a daily basis while talking to clients and perspective clients, we hear many of the same questions. So to help answer some of the most frequently asked questions surrounding Satellite Media Tours, we present this quick primer:

What is a satellite media tour?

A satellite media tour is a series of  TV, radio and online interviews conducted in a single day from a single location. It allows your spokesperson to be interviewed by multiple outlets around the country without the expense of traveling to each market. Interviews are typically booked in 5-10 minute windows.

How long do satellite media tours last?

The average satellite media tour is four-to-five hours, and typically starts in the early morning hours to accommodate morning news programs.

Where do satellite media tours take place?

There are three production options for a satellite media tour: In-Studio, On-location (remote) or Virtual (Zoom). Lyons PR produces Satellite Media Tours all across the country, and across the globe.

How many interviews take place during a SMT?

A satellite media tour typically consists of between 20-and-30 interviews. Depending on the campaign, spokesperson and location, that number may be higher or lower.

How is the spokesperson chosen?

The spokesperson or “talent” can be crucial to the success of a satellite media tour. The spokesperson can be an internal spokesperson such as a CEO, or, a 3 rd party spokesperson such as a subject matter expert or celebrity ambassador.

How will I know if (and when) my interviews aired?

Broadcast monitoring platforms allow us to know exactly when and where each interview is aired. 99% of taped interviews that are conducted are aired.

Are all satellite media tour companies alike?

Easy answer for this one. No. Choosing the right satellite media tour company will be crucial to your campaign’s success.

How do I get started on a Satellite Media Tour for my company or organization?

For assistance in planning an effective Satellite Media Tour, contact the experts at Lyons Broadcast PR at [email protected] or (301) 942-1306.

More SMT Tips & Resources

• Ten tips to pick the right SMT company
• What makes a Satellite Media Tour Successful?
• Using B-Roll successfully with your SMT
• Do you have Satellite Media Tour examples?
• What does a Satellite Media Tour cost?

SCHEDULE A SATELLITE MEDIA TOUR

For assistance in planning an effective Satellite Media Tour contact the Lyons Broadcast PR SMT team today.

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WHAT IS SATELLITE MEDIA TOUR? Examples, Cost and Top Companies

• by Chinenye Gaberiel
• June 19, 2024

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Key point , what is a satellite media tour, what do i need to get started, how much lead time do i need, who develops the pitch, what markets and regions can i reach, what will i know in advance, what can i expect on the day of the tour, what happens after the tour , satellite media tour examples, #1. bridgenext, #2. lyons broadcast pr, #4. 4media group, #5. a-1 broadcast, #6. artisan production house, #7. d s simon media, #8. kef media, #9. moldow communications l.l.c., #10. press record communications, #11. strauss media strategies, inc., what is the purpose of a satellite media tour, what are the benefits of media tour, location is key, develop a targeted media list, confirm availability early, maximize your assets, demonstrations are key, don’t overlook broadcast opportunities., use all available time wisely, reconnect with old contacts, preparation is key, related post.

Sometimes, I wonder how brands get their experts interviewed on multiple T.V. stations all day. Not until I discovered that’s the magic of a satellite media tour (S.M.T.). It’s indeed a powerful way to reach a large audience quickly. But what exactly is a satellite media tour, and how does it work? Are you curious to know more? Let’s dip into some examples of successful satellite media tours and look at the companies that can help you set one up. Trust me, it’s an experience worth exploring!

• Satellite media tours offer a powerful way to reach a large audience quickly through interviews on multiple T.V. stations.
• Examples highlight successful tours, like a significant electronics company launching a smartphone and a fitness product campaign.
• Top companies in the field include Bridge Next, Lyons Broadcast PR, and 4media Group.
• A Satellite media tour aims to efficiently spread a message to a broad audience and boost brand credibility.
• Setting up a tour involves defining goals, choosing locations strategically, developing targeted media lists, confirming availability early, leveraging assets, and thorough preparation.

A satellite media tour (SMT) is an effective way to quickly get your experts and spokespeople interviewed on multiple TV stations across the country. This tour can focus on specific geographic regions or reach a national audience. Over the course of about five hours, your spokesperson can conduct 20 or more interviews with TV stations, reaching millions of viewers. The interviews can take place from a broadcast studio or on location to add visual appeal and convenience.

How Does a Satellite Media Tour Work?

Are you wondering how a Satellite Media Tour operates? 

Let me explain.

To kickstart a Satellite Media Tour, you’ll need to pin down a date and designate a spokesperson from your organization. Stations typically prefer an internal spokesperson who can conduct interviews from their home, office, or location. Then the website can connect them to their Broadcast Control Center and handle all station transmissions.

It’s best to allow about three weeks for all logistics, from media pitching to crafting the segment and setting up.

Most of the websites you want to work with will want to handle the pitch in close consultation with you. After reviewing the materials you provide, discussing concepts on a project start call, and conducting our research, we’ll develop a draft for your approval, usually within a day of the call.

Satellite media tours can reach interviews in every media market across the country. Depending on the story’s news value, segments can also be placed on cable business outlets and syndicated shows.

You’ll receive the interview schedule and suggested questions to prepare for. The site will provide a confirmation document based on their crafted segment with suggested station questions. You’ll also review scripted content for narrative videos produced in your S.M.T. package. Additionally, our producers will conduct a tech test with your spokesperson before the tour to ensure they look and sound their best.

You’ll receive ample support from our production team throughout the day. You’ll join te virtual meeting early morning for makeup and conduct 20-25+ interviews and recorded segments. By early afternoon, you’ll be ready to get back to work.

How soon can I see the results? On the day of the tour, you’ll receive a wrap report highlighting all conducted interviews, airchecks from aired segments, and a schedule for pending airdates. Within a day, you’ll receive an edit to review a narrative video for additional distribution. Weekly reports of airdates and audience figures for all segments will follow.

Satellite Media Tours come in many different forms because there’s no single best way to get your message to the right audience. Seeing examples of successful Satellite Media Tours can be very helpful in understanding the strategies behind each approach.

A major electronics company used an S.M.T. to launch its latest smartphone. In just one morning, its tech expert appeared on 20 T.V. stations across the country, demonstrating the phone’s new features and answering questions from anchors. This helped them reach millions of potential customers in just a few hours.

Another example of satellite media I want to share is when I worked on a campaign for a new fitness product. We organized an S.M.T., during which our fitness expert nationwide demonstrated the product on morning shows. We reached a massive audience in just one day, and sales spiked significantly afterward. It was incredible to see the impact of the S.M.T. in real time and how it boosted our campaign’s success.

Satellite Media Tour Companies

Here are some top Satellite Media Tour companies you should know about:

Bridgenext, formerly known as DEFINITION 6, is a team of creatives, writers, producers, and media strategists who excel in creating engaging content. They offer a range of broadcast and digital P.R. services, including satellite, virtual, and on-site media tours, radio media tours, public service announcements, and branded content distribution. Whether you’re a global brand or an innovative startup, Bridgenext delivers award-winning media tours that achieve outstanding results.

Lyons Broadcast PR provides complete Satellite Media Tour solutions nationwide. They produce in-studio, on-location, and virtual tours for diverse clients, including top brands, nonprofits, trade associations, and federal agencies.

4media Group is a global integrated media expert offering Intelligence, Content, Communications, and Digital media services. They are known for delivering measurable results and exceeding client expectations, making them a trusted partner in communications.

Read: Understanding The Benefit of Digital Marketing Strategies

Formed by a former television news director, A-1 Broadcast boasts a team with over 100 years of combined experience in primary markets such as T.V. and public relations. They collaborate with P.R. agencies and Fortune 500 companies on Satellite Media Tours, Radio Media Tours, Virtual Media Tours, and Brand Integration projects.

Specializing in book publicity and food and lifestyle publicity, Artisan Production House offers in-studio, Zoom, or remote satellite T.V. junkets, partner tours, and radio/podcast tours. Their strong relationships with producers nationwide ensure top-tier bookings.

D S Simon Media helps clients get their stories on T.V. through satellite media tours and by producing and distributing video content. Their clients range from top healthcare and consumer goods brands to leading nonprofits. D S Simon Media is unique in the industry for owning its own studio and broadcast control rooms.

KEF Media is a trusted broadcast media partner for many notable brands. They offer customized plans, honest counsel, exceptional client service, and robust results. Their specialities include Satellite, Internet, Radio Tours, Media Days, B-Roll & Sound Bites, and more.

Moldow Communications offers comprehensive media solutions, ensuring your message reaches the right audience effectively.

With over a decade of experience, Press Record Communications specializes in booking and managing logistics for broadcast media outreach to television, radio, and podcast outlets.

Read: How to Send a Press Release to Local Media (+ Expert Tips)

Strauss Media Strategies, celebrating its 29th anniversary in 2024, is a leading public relations firm specializing in television and radio, both on-air and online. They work closely with clients to develop effective strategies and tactics and ensure quality results.

These companies are experts in the field, and each brings a unique set of strengths to help you maximize the impact of your Satellite Media Tour.

A Satellite Media Tour (SMT) aims to efficiently spread your message to a broad audience through interviews on multiple T.V. stations in a short time. With an S.M.T., you can reach many people quickly, ensuring your message resonates with viewers across various regions. By tailoring your message to each market, you can show your expertise and leadership in the industry. S.M.T.s also lets you control how your message is shared, giving you more say in how your brand is perceived. Overall, S.M.T.s help make your marketing or P.R. campaigns more effective by getting your message out to more people and boosting your brand’s credibility.

Getting your story featured on cable or network news can be challenging in today’s media landscape. However, there’s a significant opportunity to reach a wider audience through local news via satellite media tours. Despite being often underestimated, local T.V. news has a more extensive viewership than cable or network T.V., as the Pew Research Center highlighted. You can position your experts as industry leaders through a satellite media tour and generate awareness for your brand or product by delivering tailored messages.

Read: How to Create Promotional Content That Drives Results for Your Brand(Plus Examples)

How Do I Set up a Media Tour?

Let’s start by defining the new driver and purpose. 

Whether it’s to boost the C.E.O.’s visibility or raise awareness in the target market, clarifying the trip’s intent and expectations upfront to the executive and communications teams is essential. This ensures everyone is on the same page regarding the purpose and desired outcomes.

Which market would be the best fit for this press tour? Is there a specific location dictated by an upcoming event or conference? Strategic location choice can help leverage executive availability and align with media perspectives. Let’s consider factors like company goals, news drivers, and existing contacts if we can suggest a location.

Align the list with the tour’s goal and choose targets purposefully. Ensure that the reporters reach out to will be interested in the news driver; you must have defined and understand their goals for the content. However, you should not limit yourself because opportunities can arise unexpectedly.

Also read: The Role and Importance of Social Media in Public Relations

Finalizing the agenda, location, and plans is crucial as soon as possible. Locking down the travel schedule lets us make the most of every second. For example, if a C.E.O. attends a conference in San Francisco, you can schedule interviews with reporters to boost their visibility and the company’s profile ahead of funding efforts.

Look for unique opportunities to leverage your assets, such as joint customer interviews or showcasing new products. These assets can enhance the reporters’ experience and understanding, making our story more compelling.

Nothing beats in-person demos to give reporters a deeper understanding and personal connection to products or offerings.

Even without a specific news driver, breaking news can provide a platform for your tour. Use the client’s physical presence in an area as an opportunity for impromptu broadcast stories.

Phone interviews can be conducted during car rides or at the airport café, maximizing your opportunities to connect with reporters.

Please take advantage of the trip to meet with reporters to strengthen the relationships and introduce them to your latest company news.

Ensure your spokesperson is fully prepared for each interview with separate briefing materials tailored to each reporter. Providing a distinct angle for each conversation keeps the discussion fresh and engaging. Additionally, inquire about the reporter’s upcoming stories to identify potential opportunities for future collaboration.

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Chinenye Gaberiel

Chinenye Gabriel is a certified public administrator with years of experience in PR Firms. She is also an SEO content writer and has honed her skills in crafting practical and insightful business, social media, and tech content. She provides services to organizations, including Business Yield Consult. Proficient in data analysis, leveraging analytical skills to derive insights and enhance content strategy.

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TOP SATELLITE MEDIA TOUR COMPANIES: SMT HOST & SPOKESPERSON

10 jun top satellite media tour companies: smt host & spokesperson.

The top satellite media tour companies, SMT hosts and spokespersons are masterful in their performance. That’s good for brands: For companies looking to get their message out to a wide audience in a cost-effective manner, TV and radio touring is an increasingly popular option. But the top satellite media tour companies are not created equal. The best firms in the SMT space have developed unique strategies and capabilities that set them apart from the competition.

A major differentiator is the relationships that elite firms have cultivated with major television networks and stations across the country. The leading providers have account executives dedicated to securing top-tier bookings at the national level as well as robust rolodexes of regional contacts. It allows the top satellite media tour companies to seamlessly line up back-to-back interviews in multiple media markets during a program.

The technological capabilities and production values are another area where the leading firms excel. Best picks invest heavily in robust video distribution platforms, cutting-edge transmission equipment, and experienced production crews. It ensures crisp video feeds, professional lighting and audio, and the ability to deliver the client’s messaging in the highest quality manner possible during the satellite interviews.

Keep in mind too that the too satellite media tour companies and SMT providers offer comprehensive media training and messaging consultation as part of their bundled services. Pros have experienced communication coaches on staff who work closely with the client’s spokesperson to refine talking points, practice delivery, and build confidence for navigating any line of questioning that may come up during the satellite interviews.

Besides just facilitating the logistics of the tour itself, top partners also provide extensive monitoring, tracking, and analysis as part of their services. That spans live monitoring of the interviews to adapt messaging as needed, recording and archiving the footage, and delivering robust reports with transcripts, media metrics and publicity value estimates. These measurement capabilities that the top satellite media tour companies bring allow the client to not only maximize results during the tour, but also quantify its impact after the fact.

From leveraging premium media relationships to delivering impeccable production values to providing hands-on strategic support, make no mistake. It’s clear that the top satellite media tour companies go above and beyond to ensure their clients achieve unparalleled visibility and results from their earned media efforts. It’s these differentiating factors that allow the elite providers to continually raise the bar for the industry.

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SATELLITE MEDIA TOURS

A Satellite Media Tour (SMT) is a strategic tool to connect organizations and subject matter experts with broadcast outlets nationwide. There are three types of SMTs: in-studio, on-location, or virtual (via online platforms). SMTs are produced from around the country and around the globe, leveraging extensive experience to secure high-quality and targeted interviews to effectively reach audiences. Every aspect of an SMT campaign is expertly managed, from the creation of campaign materials and strategic pitching to full production services and broadcast media tracking. Understanding what a satellite media tour entails can help organizations maximize their media outreach and engagement efforts.

Satellite Media Tour Examples

What to Expect from a Satellite Media Tour

A Satellite Media Tour (SMT) encompasses several essential elements to ensure a successful media outreach campaign. It begins with strategic topic and story development, followed by the creation of compelling pitch materials. Targeted pitching is then employed to reach the right media outlets. The coordination of production can be tailored to studio, virtual, or on-location settings, with technical guidance provided for virtual SMTs. Attention to detail is given to set design and layout to enhance visual appeal. Full production capabilities are available to support the entire process, from the initial concept to the final execution. Additionally, interview air-checks are conducted to ensure quality, and a final broadcast usage report is provided to evaluate the campaign’s reach and effectiveness.

For Nearly Two Decades, Our SMT Team Has Booked Interviews With National Outlets And Local Affiliates In Nearly Every Market In The Country On A Regular Basis.

Whether conducted from a studio, on-location or virtually via Zoom, we ensure all details of the Satellite Media Tour are covered, which is why  leading brands and organizations among our long time clients.

Satellite Media Tours can target specific markets and/or a large national audience and in just a few hours, we help our clients reach millions and key audiences across the country. Our experienced team of producers and media relations experts know how to cut through the clutter and get our clients on the air.

Satellite Media Tour companies are not all the same. We take the time to listen to our client’s message, goals and budget parameters to determine what is needed to make the SMT a success.

Satellite Media Tour Tips & Resources

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What is a Satellite Media Tour?

August 19, 2021

Simply put, a Satellite Media Tour (SMT) is a great way to amplify your client’s message. From television and radio to digital platforms - a series of back-to-back interviews in a single day will help quickly share your content with audiences across the country. It can happen from a studio or remote location over the course of a few hours.

A question we hear often: Do SMTs still work? Though there is a caveat, the answer is still YES.

Yes, SMTs are a great option for big businesses with multiple advertising streams, small businesses with a big story, or nonprofits looking to share their story. It is important to understand that they are also a direct result of what you put in them. SMTs are not a commercial for a business or product. The key to a successful Satellite Media Tour is to add value for the media. To get coverage, offer a story or access the media can’t get anywhere else.

Tips for a successful Satellite Media Tour

A successful Satellite Media Tour delivers results with top talent, relevant topics, and perfect timing. Follow these tips to make sure a Satellite Media Tour delivers the results you want.

Find the right talent. A-list talent would be great, though, a good SMT partner can help you pull off a successful tour with an author, doctor, blogger, or an industry expert. The spokesperson can make or break a Satellite Media Tour, so choose wisely and be sure they have command of your desired messaging.

Understand how to position brand messaging. That is critical for a successful SMT. Some topics are more appealing to the media than others. Finding a partner you trust to help position your message is imperative to delivering a great editorial message to the right audience.

Consider timing. There are several factors when you are dealing with timing. Does your message tie into current events? Is it a strong evergreen story? The appropriate timing can strengthen your news value. It’s also important to alert the media and pitch them at the proper time.

Manage market expectations. Everyone wants a national morning show booking, and sometimes a campaign aligns to make that happen. But that might not be the right market for your message or for your client. In the television world, local coverage can often deliver great results. In the online world, there are so many platforms that can deliver your message to a more targeted audience. Focusing on a more tailored audience can lead to better results.

Find the right team. When you are making the investment in a Satellite Media Tour, you should have a partner you trust. Team effort is a key ingredient for a successful SMT and crucial to a campaign’s success.

With 35 years of experience, KEF Media has the technical expertise to make your SMT network quality. From beginning to end, we pay attention to every detail so you don’t have to worry about anything. When the SMT is over, you’ll receive detailed reporting until we’ve accounted for every interview booked to know the impacts of your campaign.

Cindy Randall Media

Producing Satellite Media Tours (SMTs) – and the full range of electronic media – for more than 25 years, we’ve learned a few things. You want value, affordability and reliably measurable and trackable ROI for your projects, from SMTs to Radio Tours (RMT’s), Web Videos, Live Streaming Events and B-Roll Production. You’d rather not pay agency mark-ups, or be pressured to consider complicated, expensive add-ons that devour your budget. You want to connect with target audiences across today’s rich mix of media platforms, inspiring fragmented consumers to engage with your brand. You recognize inventive strategies, smart timing, fresh ideas, and robust creative solutions. The ideal? A smooth, seamless experience, with minimum effort and maximum results.

We’ve worked with some of the biggest names in the business – any business. From Dolly Parton to Al Roker to Ellen DeGeneres, Satellite Tours has helped deliver high-impact messages that deliver meaningful ROI for book launches, presidential candidates, product roll-outs, public safety projects – you name it, we’ve got the experience and the connections to deliver results. Some of the biggest PR firms in the world have trusted our company to help them make a difference for their clients.

Our 24-hour media relations crew, with 20+ years of broadcasting experience and connections, works hard at getting results for you – with a personal touch that means your message is the most important thing we do.

We attribute a lot of our success to pitches that are expertly crafted for your approval. Care is given to the brevity, style and keywords coveted by broadcast news departments. We tell your story to the media the old-fashioned way, by phone, to journalists with whom we have personal relationships of longstanding.

Our rapport with news directors at TV stations nationwide means that we can also reach them on the phone when individual producers are being shuffled around in today’s changing newsrooms. This is true for perhaps a handful of publicists booking satellite media tours today.

© 2017 Cindy Randall Media, Inc.

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What is a Satellite Media Tour?

WHAT IS A SATELLITE MEDIA TOUR?  HOW HAVE SMTS EVOLVED IN THE DIGITAL AGE?

A Satellite Media Tour (SMT) is a  broadcast PR tactic  utilized by public relations agencies, corporate communications departments and non-profit organizations to efficiently share key messages through a series of back-to-back interviews within a given time window in a single morning or day. SMTs typically originate from a studio in a major US city, but a satellite truck can broadcast from most remote locations such as a private residence, a golf course or Grand Central Station.  This type of remote location adds a unique element to the interview and is received well by the media.

From the early 1990s to the early 2010s, it was common for an SMT to book nearly 30 earned back-to-back TV interviews is a single morning. Regulations, the emergence of digital media and the embracing of the PESO (Paid, Earned, Shared, Owned)  model dramatically changed the standard for a successful SMT in the mid-2010’s. Many satellite media tour companies (public and private) failed to adapt to the new media landscape and went out of business.

Today, PR agencies and brands continue to effectively use media tours as part of their comprehensive program or strategy, but a complete execution now includes TV, radio and online interviews – which can come in the form of social media streams (like Facebook Live), influencers/bloggers and high level outlets including Huffington Post, Entrepreneur, People and more. Paid media integrations are available in target markets where  earned media  interviews are not obtainable.  This will allow you to maximize outreach for the brand and efficiently use your spokesperson’s valuable time.

The SMT Lifecycle

When evaluating Satellite Media Tour companies to partner with, it’s crucial they include all media platforms listed above, making the SMT more of an Integrated Media Tour.   At the onset of a project, it’s best to get your vendor in on the planning stage as early as possible to tap into their expertise and experience, and to make time-saving suggestions.  This is the perfect time to ask about incorporating a market research survey to bolster your SMT topic. While four to five weeks out is ideal, executing a tour can be done with less lead time, but allowing as much time as possible will ensure the best outcome for your initiative.  Once you’ve decided on a vendor, start with a kick-off call with everyone involved.  This will make sure all are up to speed with the client’s messaging and goals.  From there, the vendor will draft media materials and when they are approved, the media pitching and booking begins.  Booking updates are issued daily or weekly until the day of the tour.

In addition to media training your spokesperson and making sure they are comfortable with messaging and key talking points, other items to consider are set design, props, food stylists, etc.  This will vary depending on the subject matter and whether it is an in-studio tour or remote.  Your vendor will be able to provide you with sample set designs to help create the look that best suits your client’s style and overall theme.

Are you planning a Spanish Satellite Media Tour? We can help with that too!

Satellite Media Tour Terms to Know

• Satellite studio  – a brick & mortar establishment where video segments are recorded live and/or taped and transmitted via satellite to TV stations across the country
• Satellite truck  – a mobile control room with satellite uplink capabilities that allow a live broadcast/SMT to originate from almost anywhere on the globe
• Satellite time  – Securing specific satellite coordinates for a certain amount of time which allows a live broadcast to originate in one location and be transmitted via satellite to a different location 3 miles or 5,000 miles away.
• Remote SMT  – a media tour that does not originate from a satellite studio, but from a location such as a sports stadium, a zoo or a retail store. A satellite truck is then needed to uplink the interview to TV stations.
• Site Survey  – This is needed for remote SMTs to make sure there is enough space for a satellite truck to be parked for 4-6 hours during the SMT and to make sure there is enough electrical power, and a clear view of the southwest or southeastern sky to hit a specific satellite.
• Run-through  – a mock interview done the afternoon before a tour or morning of to make sure the spokesperson is comfortable in front of the camera and everyone else is ready for the SMT to run smoothly.
• Generic Interview  – This is usually a :60 second interview with the producer asking questions as if they were a media outlet. It is recorded and then sent to specific TV stations that have requested the content but were unable to conduct the interview.  This can also be used for a paid network feed to extend viewership as well as for on-line placements.

Other Insights

SMT TALENT TIPS: HOW TO MAKE YOUR MEDIA TOUR SHINE

HOW TO BE A GOOD PARTNER TO YOUR CLIENT PARTNER(S) 

4MEDIA GROUP LAUNCHES 4MEDIA 4PUBLICAFFAIRS, SOLIDIFYING COMMITMENT TO BEST-IN-CLASS PUBLIC AFFAIRS COMMUNICATIONS FOR CLIENTS

Peter McCluskey

VP, Client Relations

Peter is based in Washington, D.C. and handles business development and account management for his clients, which include government agencies and the nation’s top trade associations, non-profits, public relations and marketing agencies and government agencies.

Before joining 4media, Peter served as a Divisional VP for MultiVu, a Cision company. During his career, Peter has developed and implemented national awareness campaigns for clients, including US Department of Health and Human Services (HHS), Federal Communications Commission, US Army, US Veterans Administration, Salvation Army, USA Today, Coca-Cola, the Ultimate Fighting Championship (UFC), and NASCAR, among others.

Peter received a BA from Saint Anselm College in Political Science with a certificate in Russian Studies. He lives in Washington, D.C. with his wife and three sons, Pete, Philip and Sam, and their one-eyed rescue Pitbull, Layla.

Zach Seidenberg

With 20+ years of newsroom, broadcast, PR, and media relations experience, Zach has covered politics, public affairs, and public policy issues as a statehouse public radio reporter in Tallahassee. Since 2006, he has led client media campaigns, managing publicity and broadcast interviews from notable events, including the DNC, large policy conferences, the Consumer Electronics Show, the Super Bowl, and major auto shows nationwide. Zach’s background spans corporate, non-profit, association, government, and issue advocacy clients, making him adept at helping clients communicate with key audiences through the media. He earned his B.S. in Telecommunications from the College of Journalism and Communications at the University of Florida. A native of the DC area, Zach resides in Reston, VA.

Chief Business Officer

As a member of Executive Leadership, Laura oversees new business development and client experience. She also handles media and communications strategy for clients such as AARP, Elevance Health and Prevent Cancer Foundation. Laura began her career at Target Video News, where she focused on video and media relations for brands, government agencies and non-profits. In 1996, she founded OnCue Productions, and in 2000, sold the company to News Broadcast Network. After a decade running operations at NBN, Laura joined public relations and marketing company Definition 6 as Managing Director. Laura’s work in public affairs has won numerous awards, including several Telly Awards, the New York Television and Film Festival’s Gold World Medal, a Communicator Award, an Anthem Award, an Anvil Award and two Nonprofit Communications Awards.

Susan Matthews Apgood

EVP, Client Relations

Susan is the founder of News Generation, a premier media relations firm which she launched in 1997 and sold to 4media group in April of 2020. Apgood is an EVP of client relations and focuses on connecting D.C.-based clients with media looking to get their story told. Apood’s passion is in public affairs and issue-based work that allows consumers to make better decisions about their finances, health and overall well-being. She earned her MBA in finance from American University and BA in economics from George Washington University.