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| John Trybus |
To help promote NASCAR Unites’ Betty Jane France Humanitarian Award honoring outstanding volunteer efforts, the NASCAR Foundation tapped racing legend Rusty Wallace to serve as spokesperson on a radio media tour. John Trybus, manager of tour outreach and PR at the Jane Goodall Institute, offers some the do’s and don’ts for planning and executing a media tour.
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DO remember that all news is local. Make sure your pitches include a strong local angle articulating why your client is in each tour city.
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DO consider a media tour an investment in relationship building not only with the media in each location, but with key stakeholders as well. Plan appropriate follow up to keep the rela- tionship going.
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DON’T forget that standard interview techniques apply to media tours. Be aware of the individual reporter’s style, the out- let’s audience and bridging answers to key messages.
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DON’T forget to set realistic goals and objectives for the tour. Measurement and evaluation during and following the tour’s conclusion are crucial to judge the ROI and show deliverables to management.
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DON’T go to arbitrary locations or plan a tour at a bad news time. Think before you travel, and select locations that will strate- gically enhance your client’s goals.
PR News subscribers can read more about the NASCAR Foundation's media relations efforts in the case study: "Three-Tiered Media Relations Strategy Slingshots NASCAR Foundation From Pit Row to Pole Position."
Follow Bill Miltenberg: @bmiltenberg