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.
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.
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.
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.
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.
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."
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