The best satellite tour creates a perfect harmony between your marketing team, the media gatekeepers and your audience that views the content. Doug Simon, president & CEO of DS Simon Productions, provides nine tips (in honor of the number of planets in our solar system—if you count Pluto) for success:
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Think of the business goal you want to achieve and the behavior change you want consumers to make.
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Identify the message: What solutions are you offering for situations that affect consumers?
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Choose your talent: Pick someone who is credible, appealing and can deliver your message. Ask yourself, is this the best person the media can talk to about the subject?
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One size does not fit all: Pitch multiple angles to maximize bookings across all media platforms.
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Localize the story and take news of the day into consideration.
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Be visual: To change consumer behavior, you must integrate your best visuals with your key messages.
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The media requires quality content. Be selective about studio/location choice and look.
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Go high-def: Do you watch standard definition TV at home? Increasingly, stations are demanding HD—especially for studio jobs. Plan for it.
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An SMT is no longer just an SMT: Use it as an opportunity to create original content and actively distribute across all media and social media platforms.
PR News subscribers can read more about driving product preference in the the case study: "Energy Education Sparks Reluctant Consumers to Get on Board With Trane's Heating and Air Products."
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