PR agencies, including this one, exist for one main reason – to secure clients media results. But not every client has the same needs. For some, interviews with trade publications are the priority. Others seek written or contributed articles to be placed in publications of their choice. And today, it seems everyone is looking to be a guest on any number of podcasts, which seem to be growing in number by the minute.
But what about a spokesperson reaching an audience in the millions with only having to dedicate 5-7 hours in one day? That’s where a Satellite Media Tour becomes a great option.
A Satellite Media Tour, or SMT as they’re commonly known, is a tactic for any client looking to get their message out to primarily a television audience in media markets throughout the US. An SMT can take place at a specific location, broadcast production facility, corporate location, or virtually, with an expectation that 20-25 interviews will be conducted on the day of the SMT with media outlets across America …or internationally.
Preferably, SMT’s are conducted on location with a backdrop that helps to visually tell the story. When I was in Haiti producing SMT’s for the American Red Cross, our backdrop was the incredible devastation from a violent earthquake. In Rio at the Summer Olympics, the Brazilian landscape helped to identify a truly international presence for McDonald’s. For Sony/INTEL, which had just released a digital program to help locate sunken ships, the backdrop was Lake Huron.
For the Schulze School of Entrepreneurship at the University of St. Thomas in Minneapolis, a college setting was perfect for promoting the annual “Schulze Entrepreneurship Challenge,” a namesake event for Best Buy founder Richard M. “Dick” Schulze. This event brings in the top 25 college entrepreneur teams from around the country for a three-day business competition called “e-Fest.” (think Shark Tank) with the winning team taking home a $50,000 first prize to help seed their venture. From a media relations perspective, an SMT was the perfect vehicle to generate visibility for the individual teams in their respective home media markets.
Here’s a behind-the-scenes look at the Schulze Entrepreneurship Challenge SMT
Was this a success? I’ll let the numbers decide:
- 22 total interviews
- With Yahoo! Finance and MSN picking up several TV station interviews each, the SMT reached a total audience of nearly 225 million
- Ad-equivelency (ROI) was $412,000
For the University of St. Thomas, not only was the SMT a smart media relations strategy to help spread the word to television markets across the US, but also a great business decision, as it proved to be an exceptional return on investment.
Smart Connections PR produces satellite media tours domestically and internationally, led by a team with more than 25-years of broadcast experience. We’ve conducted SMT’s for some of America’s most recognizable brands, companies, universities, and associations, providing flawless execution and exceptional results. Give us a call.
