How times have changed. It used to be that a city-to-city media tour
was singularly defined as travelling from city to city to meet the
media. Whether by train, plane or automobile, you and your client had
to be there -- in person.
But with the popularity of satellites, the PR industry has moved
onto something new, and realized that satellite media tours are often
the way to go. You don't have to go far to reach broadcast media
across the country, and you don't have to dish out the travel fees to
get there. Organizations can do as many--or more than--20 media
interviews in one day, in what used to take weeks to finish.
Satellite media tours (SMTs) are interviews with a
publicity-seeking subject via a TV or radio station and set up through
middle-man broadcast distribution firms. The stations are contacted
by the "link" setting up the tour, and five- or 10-minute time slots
within two- or three-hour windows are sold and booked. The interviews
can be done from anywhere -- your spokesperson could be in his cabin
in North Dakota or in the backlot of his movie studio.
Broadcast distribution firm News/Broadcast Network (NBN) in New
York is seeing more on-location shoots, says Bob Kimmel, senior vice
president. For example, recently Olympic swimming champion Janet
Evans was interviewed poolside at the University of Southern
California.
Kimmel says a major challenge for him is making sure that
stations have enough footage to create a story. Once the news is
there, the best part is that "there is nothing between the
spokesperson and the newsperson. The stations get real footage with
no altered information that they can use however they choose," he
says. Many of his clients are repeat customers, who don't really shop
around, but stick with one company once they see a good job done.
Price varies depending on the number of cameras used, number of
interviews done, etc.
NBN and New York-based video and radio service distribution firm
Medialink send generic interviews complete with B-roll footage (visual
aids related to the subject) out to stations that can't book interview
time. The interview can be transferred to audio or video, depending
on the customer.
Lara Perry, director of marketing for Medialink, says this
service gives customers a second chance to get in on the tour and "it
lets clients get twice the bang for their buck."
Perry estimates a 40 percent higher usage rate of SMT's in the
last two years, because "PR professionals are being measured more
closely. They are finding better ways to maximize what they do, and
reach more people for the same or less amount of money." Perry also
attributes SMT's success to its ability to target specific
demographics.
Radio media tours appeal to a different type of PR market, says
Steve Murphy, vice president of sales and marketing at the radio
service firm North American Network in Bethesda, Md. It's a market
that wants the most for its money, knowing that radio is cheaper than
TV, while reaching a broader market. For a $5,000 radio media tour,
the equivalent on TV could cost up to $20,000, says Murphy.
Sally Jewett, president of On The Scene Productions in Los
Angeles, said "there are not really many brand new things, but we're
getting much more sophisticated in how we use SMTs." SMT shoots were
originally restricted to studios, because the equipment was already
there. Today, experienced companies make transportation and set-up of
equipment a cinch, anywhere, anytime.
For On The Scene, SMTs are usually one part of a igger event.
For example, the Christian rock group The Newsboys were the first to
perform in concert at the Houston Space Center. OTS shot the concert,
and broadcast it live via satellite to the news media.
It was also downlinked in 100-plus retail outlets, where
customers could watch live on TV. The concert was fed live on the
Internet, with local radio and TV stations providing the Web address.
The SMT was done before the concert, but was only a fraction of the
whole event.
OTS is getting numerous requests for international tours, with
Chrysler Corp. as one of its major international clients. Recently
Chrysler introduced its line of right-hand drive vehicles at the Tokyo
Auto Show to Japanese drivers who never before had bought Chrysler
cars. After the show was broadcast live via satellite in the United
States, pre-booked interviews with CNN, CNBC and others were conducted
with Robert Eaton, chairman of Chrysler.
The industry is becoming more proficient in its use of satellite
media tours, incorporating international, on-location and generic
interview services. The more experienced people become, the more they
learn how to cut time and expense, making SMT's virtually
indispensable and irreplaceable.
Satellite Media Tour Vendors
Following is a partial listing of radio and media tour services:
Radio/Video Media Tours
Medialink, 212/682-8300
Modern, 212/696-5050
National Satellite Production Media Services Inc., 213/857-0777
Nelson Communications Group, 714/957-1010
News/Broadcast Network, 212/889-0888
On The Scene Productions Inc., 213/930-1030
Planned Television Arts, 212/593-5820
Washington NewsWorks, 202/333-1955
West Glen, 212/921-2800
Radio Media Tours
Media Tracks Communications, 847/317-1515
North American Network Inc., 301/654-9810