SMTs help turn an organization’s leaders into influencers, states D S Simon Media

Satellite Media Tours (SMTs) are a key tool to help turn an organization’s leaders into influencers, states D S Simon Media. Below are five tips to keep in mind when planning an SMT:

• Feature your leaders as spokespeople—by a 3 to 1 margin, TV producers prefer to interview in-house spokespeople than third-party experts.
• Review and discuss potential news hooks with your SMT provider and their internal team of producers and media relations pros for best results.
• Draft suggested questions that make the broadcasters sound intelligent and lead to the discussion you want. 90% of stations will use your suggested questions making this a relatively controlled environment.
• Provide different spokespeople for specific markets—especially if you have regional leaders. Technology advances, since COVID, have made this cost effective.
• Have a plan to create and utilize content to give the SMT a longer life—this can include recording an internal message with your spokesperson, supporting web placements with social media and digital marketing and creating a sizzle reel.

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