The Ease And Comfort of the VIRTUAL MEDIA TOUR

COVID-19 IS A BITCH. There’s no denying it. Businesses are having to adjust in a myriad of ways, the most extreme is surrender. In our world, the challenges have not been as detrimental, but our role in amplifying our clients’ messages via broadcast media still presented certain challenges. Enter, the virtual media tour. I daresay we were one of the first media relations firms to establish a “touchless” studio that could still maintain the quality of a broadcast via satellite. We set this course before news rooms (national and local) routinely began conducting live shots or interviews via ZOOM and accepting that as well, acceptable quality. Our goal is always singular: make our clients look good in every sense of that word: via message,strategy and honestly – literally LOOK good. So here’s how the VIRTUAL MEDIA TOUR works:

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PROCESS

  • Boom will work with you to craft a results-driven segment and develop a pitch that will resonate with your stakeholders as well producers, bookers and reporters.

    • This pitch will include 5-7 suggested questions for one spokesperson or divided between two spokespeople to help drive the messaging and information

  • Boom’s team of publicists – each with no less than 10 years of experience – work exclusively on your tour, leveraging relationships with decision makers in television newsrooms, at radio stations and online media to book a successful tour.

    • We will reach out to all television and radio outlets that conduct tours

    • As online outlets have more specific and sometimes niche audiences, we will provide this list of outlets for review and approval before outreach to online media

  • Initial update on bookings is generally provided one week after pitch start with updates forwarded every Tuesday and Thursday thereafter.

  • Outreach to stations typically begins in the top 75 television and the top 50 radio DMAs with an emphasis on any key markets (if less than 5 weeks lead time – initial outreach would encompass more markets)

    • Outreach would eventually increase to include top 125 television DMAs and top 100 radio DMAs so that no opportunities are lost

    • The focus would always remain on key and top markets – and we will move interviews to be sure to include more desirable bookings (rarely has this ever lead to any interviews being lost )

  • We recommend 5-6 weeks lead time for optimum results but can certainly pitch a tour with less lead time

EXPECTATIONS

  • Expectations vary and depend on how commercial or newsworthy the topic is, expertise of spokesperson(s), and lead time.

  • Generally we book between 22-30 segments for tours with the audience range between varying greatly depending on how many national radio or top tier stations and online outlets are booked.

THE WORK

  • Recently successes include tours for TurboTax, The Cleveland Clinic, Russell Stover, National Pork Producers, DonorsChoose - and more. Check out a few video case studies HERE

Let us know how we can help amplify your news, story, or cause. A brainstorm with us includes recommendations and a deeper dive into the mechanics of the media tour. We welcome your feedback on how we can make your job easier. In the meantime, stay safe, wear your mask, and enjoy the day!

 

Joni Winkler