In these days of celebrity-soaked PR efforts, communication pros are turning more and more to Satellite Media Tours (SMTs) and Video News Releases (VNRs) to help get their
clients' messages out.
According to Joann Butler, COO of Vidicom, a major player in the industry, SMTs and VNRs each have their own benefits and strengths.
"Before deciding on one or the other, it's important to consider the goals, objectives, timeline, audience, message and take into account whether it's a one-day event, or if
the news window of opportunity is open for a greater length of time," she says. "Evaluating these criteria will dramatically help to increase results."
Some people seem to think that a SMT offers more leeway than a VNR simply because it doesn't have the word "news" in it. The heart of every great story is news value and a
SMT or VNR is no exception. In determining news value, PR practitioners would do themselves and their clients well by analyzing what actually goes into a great story. If it's a
new product or service, some of the questions you should ask are:
- Does it have broad-based appeal?
- Is it a trade or a consumer story?
- Would the story benefit or be hurt by being filmed in a particular location?
The very nature of an SMT or VNR requires broad-based appeal. Local or regional products may not hold the interest of the audience (let alone a producer) and the story may be
told better through other media platforms.
Select products can sometimes find their way into the national arena through tie-ins such as Cancer Awareness Month or National Fitness Week. Although such affiliations can
be helpful, it often comes down to the credibility of the spokesperson in determining the overall success of the campaign.
Since the current trend is to use celebrities, many PR people reason that the more famous/prettier/hotter/trendier the celebrity the better the results. The real question
should be: does the celebrity have a logical reason to be included or was he/she chosen simply for their affinity to the paparazzi.
One example of a successful celebrity tie-in was the one Euro RSCG executed on behalf of Stryker Orthopaedics, whose ceramic on ceramic hip replacement product was
endorsed by Golf great than Jack Nicklaus. Why was it successful? First, he personally underwent the procedure and sustained remarkably positive results. Second, before
selecting him as a celebrity spokesperson, focus groups and consumer research determined that Nicklaus had wide-ranging appeal. Third, he would have a positive impact beyond the
athletic community and reach the company's target audience of people in their 50s and 60s who might otherwise put off or delay a hip replacement.
Stryker's SMT generated more than 30 high-profile morning talk shows including the "Today" show.
SMTs tend to lock you in to morning shows. But, is that where you want to be? Perhaps your location (laboratory, hotel, street corner) is better suited to a VNR and can
offer potentially greater receptivity than a studio. Each question must be taken into careful consideration. Simply making the leaps from new product launch to celebrity to SMT
may wind up in disappointing results for all parties.
With minor editing, VNRs can be adapted to meet the needs of news programs, late-night shows, and entertainment vehicles such as "Extra!" and "Entertainment Tonight." The
trick is crafting the segment to address the needs of particular shows and the respective audience each attracts.
Butler also offers three suggestions for helping to make every SMT/VNR better:
- The first interview should be a test; don't even let on to your spokesperson that it's not a real interview. It helps get the jitters out while helping the spokes-person
find his/her "rhythm." - Don't let budget be a hindrance; many of today's successful SMTs are carefully orchestrated and can bring several companies together with each sharing the bill.
- Make sure the consumer comes away having learned something. The station may ultimately come back to you for a more in-depth story or interview.
CONTACTS: Wayne Schaffel is an account supervisor at Euro RSCG Magnet in New York. He can be reached at 212.367.6911, [email protected]; Joann Butler is COO of Vidicom in New York. She can be reached at 212.895.8381, [email protected]