5 Do’s and Don’ts For a Successful Media Tour


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.

  1. 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.

  2. 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.

  3. 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.

  4. 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.

  5. 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






Comments Off

Deals of the Week

Get $150 Off PR News' Social Media Summit with Taste of Tech

prn_ms_175x135_ep

Unlike other conferences, you’ll be immersed in the strategies and tactics that you can apply right away to your work as a communicator. You’ll learn what it takes to compete for attention, engagement and positive brand awareness across an array of social media networks.

Use code “150off” at checkout.

Get $50 off PR News' Digital PR & Social Media Guidebook

DigitalPRSocialMedia_PrintDigital_vol6

This guidebook has one essential purpose: helping you maximize your communications effectiveness in the digital world. The articles in this guidebook produced both by the PR News staff and more than fifty communications industry thought leaders, focus on most every facet of digital PR and social media.

Use code “DIGITAL6” at checkout.

Save $100 on a PR News Subscription

Let PR News become your weekly, go-to resource for the latest PR trends, case studies and tip sheets. Topics covered include visual storytelling, social media, measurement, crisis management and media relations.

Use code “SUBDEAL” at checkout.

Comments are closed.