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What Is A Satellite Media Tour? Benefits, Cost & Comparison to Other PR Strategies

By Happy Sharer

Introduction

A satellite media tour (SMT) is an effective public relations (PR) tool used by organizations to increase visibility, boost brand awareness, and generate positive sentiments about their products and services. It involves inviting reporters from various broadcast outlets onto a remote studio via satellite to conduct interviews with company representatives. The interviews are then aired on multiple TV channels across the country.

What is a Satellite Media Tour and How Does it Work?

A satellite media tour is a form of PR that allows companies to get maximum exposure in a short period of time. Companies invite reporters from various broadcast outlets to a remote studio via satellite. The interviews are conducted by the company’s representative and are then aired on multiple TV channels across the country. During the interview, the company representative discusses topics related to their product or service and provides insight into their industry. The interviews are generally 5-10 minutes long and are usually pre-recorded to ensure quality control.

Benefits of a Satellite Media Tour

Using a satellite media tour (SMT) to promote your business can be a very effective way to reach a wide audience. SMT offers a number of advantages over other forms of PR, including:

• It allows you to reach a large audience quickly and efficiently.
• It gives you the ability to control the message and ensure that it is delivered accurately and consistently.
• It provides a platform for you to showcase your expertise and demonstrate your knowledge of the industry.
• It enables you to connect with potential customers and build relationships with key influencers in your industry.
• It allows you to create a buzz around your product or service.

Cost of a Satellite Media Tour

The cost of a satellite media tour (SMT) depends on several factors, such as the number of interviews, the type of studio used, and the length of the interviews. Generally speaking, the cost of an SMT can range anywhere from $5,000 to $25,000. Most companies offer payment plans to make the cost more manageable.

Types of Events Suitable for a Satellite Media Tour

A satellite media tour can be used for a variety of events, including corporate events, public relations events, and political events. It is an ideal tool for companies looking to increase their visibility, build relationships with influencers, and generate positive sentiment about their brand.

Comparing a Satellite Media Tour to Other PR Strategies

When considering a PR strategy, it’s important to compare and contrast different options. Below are some of the most popular PR strategies and how they compare to a satellite media tour:

Traditional Media Tour

A traditional media tour involves traveling to different cities and conducting interviews with local media outlets. The benefit of this approach is that it allows you to reach a geographically diverse audience. However, it can be expensive and time consuming. Additionally, you have less control over the message and it can be difficult to ensure that the message is consistent across all outlets.

Social Media Tour

A social media tour involves using various platforms, such as Twitter, Instagram, and Facebook, to reach a wider audience. It is a cost-effective option and allows for more creative content. However, it can be difficult to measure the success of the campaign and there is less control over the message.

Online Media Tour

An online media tour involves conducting interviews with online outlets and bloggers. This is a great way to reach a niche audience and can be very cost effective. However, it requires a lot of planning and coordination and there is less control over the message.

Analyzing the Impact of a Successful Satellite Media Tour

A successful satellite media tour (SMT) can have a significant impact on an organization’s visibility, reach, and reputation. Here are some of the benefits of a successful SMT:

Increased Brand Visibility

A successful SMT can help to raise awareness of your brand and increase its visibility. This can lead to increased sales and a larger customer base.

Greater Reach

A successful SMT can help to extend the reach of your brand. This can lead to increased engagement with potential customers and a greater chance of making a sale.

Improved Reputation

A successful SMT can help to improve your brand’s reputation. This can lead to increased trust among customers and improved customer loyalty.

A satellite media tour (SMT) is a powerful public relations strategy that can help organizations gain maximum exposure for their products and services. SMT offers a number of advantages over other PR strategies, including increased brand visibility, greater reach, and improved reputation. Although it can be costly, the rewards of a successful SMT can be substantial. For organizations looking to increase their visibility and boost their reputation, SMT should be considered.

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Hi, I'm Happy Sharer and I love sharing interesting and useful knowledge with others. I have a passion for learning and enjoy explaining complex concepts in a simple way.

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WHAT IS SATELLITE MEDIA TOUR? Examples, Cost and Top Companies

• by Chinenye Gaberiel
• June 19, 2024

Table of Contents Hide

Key point , what is a satellite media tour, what do i need to get started, how much lead time do i need, who develops the pitch, what markets and regions can i reach, what will i know in advance, what can i expect on the day of the tour, what happens after the tour , satellite media tour examples, #1. bridgenext, #2. lyons broadcast pr, #4. 4media group, #5. a-1 broadcast, #6. artisan production house, #7. d s simon media, #8. kef media, #9. moldow communications l.l.c., #10. press record communications, #11. strauss media strategies, inc., what is the purpose of a satellite media tour, what are the benefits of media tour, location is key, develop a targeted media list, confirm availability early, maximize your assets, demonstrations are key, don’t overlook broadcast opportunities., use all available time wisely, reconnect with old contacts, preparation is key, related post.

Sometimes, I wonder how brands get their experts interviewed on multiple T.V. stations all day. Not until I discovered that’s the magic of a satellite media tour (S.M.T.). It’s indeed a powerful way to reach a large audience quickly. But what exactly is a satellite media tour, and how does it work? Are you curious to know more? Let’s dip into some examples of successful satellite media tours and look at the companies that can help you set one up. Trust me, it’s an experience worth exploring!

• Satellite media tours offer a powerful way to reach a large audience quickly through interviews on multiple T.V. stations.
• Examples highlight successful tours, like a significant electronics company launching a smartphone and a fitness product campaign.
• Top companies in the field include Bridge Next, Lyons Broadcast PR, and 4media Group.
• A Satellite media tour aims to efficiently spread a message to a broad audience and boost brand credibility.
• Setting up a tour involves defining goals, choosing locations strategically, developing targeted media lists, confirming availability early, leveraging assets, and thorough preparation.

A satellite media tour (SMT) is an effective way to quickly get your experts and spokespeople interviewed on multiple TV stations across the country. This tour can focus on specific geographic regions or reach a national audience. Over the course of about five hours, your spokesperson can conduct 20 or more interviews with TV stations, reaching millions of viewers. The interviews can take place from a broadcast studio or on location to add visual appeal and convenience.

How Does a Satellite Media Tour Work?

Are you wondering how a Satellite Media Tour operates? 

Let me explain.

To kickstart a Satellite Media Tour, you’ll need to pin down a date and designate a spokesperson from your organization. Stations typically prefer an internal spokesperson who can conduct interviews from their home, office, or location. Then the website can connect them to their Broadcast Control Center and handle all station transmissions.

It’s best to allow about three weeks for all logistics, from media pitching to crafting the segment and setting up.

Most of the websites you want to work with will want to handle the pitch in close consultation with you. After reviewing the materials you provide, discussing concepts on a project start call, and conducting our research, we’ll develop a draft for your approval, usually within a day of the call.

Satellite media tours can reach interviews in every media market across the country. Depending on the story’s news value, segments can also be placed on cable business outlets and syndicated shows.

You’ll receive the interview schedule and suggested questions to prepare for. The site will provide a confirmation document based on their crafted segment with suggested station questions. You’ll also review scripted content for narrative videos produced in your S.M.T. package. Additionally, our producers will conduct a tech test with your spokesperson before the tour to ensure they look and sound their best.

You’ll receive ample support from our production team throughout the day. You’ll join te virtual meeting early morning for makeup and conduct 20-25+ interviews and recorded segments. By early afternoon, you’ll be ready to get back to work.

How soon can I see the results? On the day of the tour, you’ll receive a wrap report highlighting all conducted interviews, airchecks from aired segments, and a schedule for pending airdates. Within a day, you’ll receive an edit to review a narrative video for additional distribution. Weekly reports of airdates and audience figures for all segments will follow.

Satellite Media Tours come in many different forms because there’s no single best way to get your message to the right audience. Seeing examples of successful Satellite Media Tours can be very helpful in understanding the strategies behind each approach.

A major electronics company used an S.M.T. to launch its latest smartphone. In just one morning, its tech expert appeared on 20 T.V. stations across the country, demonstrating the phone’s new features and answering questions from anchors. This helped them reach millions of potential customers in just a few hours.

Another example of satellite media I want to share is when I worked on a campaign for a new fitness product. We organized an S.M.T., during which our fitness expert nationwide demonstrated the product on morning shows. We reached a massive audience in just one day, and sales spiked significantly afterward. It was incredible to see the impact of the S.M.T. in real time and how it boosted our campaign’s success.

Satellite Media Tour Companies

Here are some top Satellite Media Tour companies you should know about:

Bridgenext, formerly known as DEFINITION 6, is a team of creatives, writers, producers, and media strategists who excel in creating engaging content. They offer a range of broadcast and digital P.R. services, including satellite, virtual, and on-site media tours, radio media tours, public service announcements, and branded content distribution. Whether you’re a global brand or an innovative startup, Bridgenext delivers award-winning media tours that achieve outstanding results.

Lyons Broadcast PR provides complete Satellite Media Tour solutions nationwide. They produce in-studio, on-location, and virtual tours for diverse clients, including top brands, nonprofits, trade associations, and federal agencies.

4media Group is a global integrated media expert offering Intelligence, Content, Communications, and Digital media services. They are known for delivering measurable results and exceeding client expectations, making them a trusted partner in communications.

Read: Understanding The Benefit of Digital Marketing Strategies

Formed by a former television news director, A-1 Broadcast boasts a team with over 100 years of combined experience in primary markets such as T.V. and public relations. They collaborate with P.R. agencies and Fortune 500 companies on Satellite Media Tours, Radio Media Tours, Virtual Media Tours, and Brand Integration projects.

Specializing in book publicity and food and lifestyle publicity, Artisan Production House offers in-studio, Zoom, or remote satellite T.V. junkets, partner tours, and radio/podcast tours. Their strong relationships with producers nationwide ensure top-tier bookings.

D S Simon Media helps clients get their stories on T.V. through satellite media tours and by producing and distributing video content. Their clients range from top healthcare and consumer goods brands to leading nonprofits. D S Simon Media is unique in the industry for owning its own studio and broadcast control rooms.

KEF Media is a trusted broadcast media partner for many notable brands. They offer customized plans, honest counsel, exceptional client service, and robust results. Their specialities include Satellite, Internet, Radio Tours, Media Days, B-Roll & Sound Bites, and more.

Moldow Communications offers comprehensive media solutions, ensuring your message reaches the right audience effectively.

With over a decade of experience, Press Record Communications specializes in booking and managing logistics for broadcast media outreach to television, radio, and podcast outlets.

Read: How to Send a Press Release to Local Media (+ Expert Tips)

Strauss Media Strategies, celebrating its 29th anniversary in 2024, is a leading public relations firm specializing in television and radio, both on-air and online. They work closely with clients to develop effective strategies and tactics and ensure quality results.

These companies are experts in the field, and each brings a unique set of strengths to help you maximize the impact of your Satellite Media Tour.

A Satellite Media Tour (SMT) aims to efficiently spread your message to a broad audience through interviews on multiple T.V. stations in a short time. With an S.M.T., you can reach many people quickly, ensuring your message resonates with viewers across various regions. By tailoring your message to each market, you can show your expertise and leadership in the industry. S.M.T.s also lets you control how your message is shared, giving you more say in how your brand is perceived. Overall, S.M.T.s help make your marketing or P.R. campaigns more effective by getting your message out to more people and boosting your brand’s credibility.

Getting your story featured on cable or network news can be challenging in today’s media landscape. However, there’s a significant opportunity to reach a wider audience through local news via satellite media tours. Despite being often underestimated, local T.V. news has a more extensive viewership than cable or network T.V., as the Pew Research Center highlighted. You can position your experts as industry leaders through a satellite media tour and generate awareness for your brand or product by delivering tailored messages.

Read: How to Create Promotional Content That Drives Results for Your Brand(Plus Examples)

How Do I Set up a Media Tour?

Let’s start by defining the new driver and purpose. 

Whether it’s to boost the C.E.O.’s visibility or raise awareness in the target market, clarifying the trip’s intent and expectations upfront to the executive and communications teams is essential. This ensures everyone is on the same page regarding the purpose and desired outcomes.

Which market would be the best fit for this press tour? Is there a specific location dictated by an upcoming event or conference? Strategic location choice can help leverage executive availability and align with media perspectives. Let’s consider factors like company goals, news drivers, and existing contacts if we can suggest a location.

Align the list with the tour’s goal and choose targets purposefully. Ensure that the reporters reach out to will be interested in the news driver; you must have defined and understand their goals for the content. However, you should not limit yourself because opportunities can arise unexpectedly.

Also read: The Role and Importance of Social Media in Public Relations

Finalizing the agenda, location, and plans is crucial as soon as possible. Locking down the travel schedule lets us make the most of every second. For example, if a C.E.O. attends a conference in San Francisco, you can schedule interviews with reporters to boost their visibility and the company’s profile ahead of funding efforts.

Look for unique opportunities to leverage your assets, such as joint customer interviews or showcasing new products. These assets can enhance the reporters’ experience and understanding, making our story more compelling.

Nothing beats in-person demos to give reporters a deeper understanding and personal connection to products or offerings.

Even without a specific news driver, breaking news can provide a platform for your tour. Use the client’s physical presence in an area as an opportunity for impromptu broadcast stories.

Phone interviews can be conducted during car rides or at the airport café, maximizing your opportunities to connect with reporters.

Please take advantage of the trip to meet with reporters to strengthen the relationships and introduce them to your latest company news.

Ensure your spokesperson is fully prepared for each interview with separate briefing materials tailored to each reporter. Providing a distinct angle for each conversation keeps the discussion fresh and engaging. Additionally, inquire about the reporter’s upcoming stories to identify potential opportunities for future collaboration.

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Chinenye Gaberiel

Chinenye Gabriel is a certified public administrator with years of experience in PR Firms. She is also an SEO content writer and has honed her skills in crafting practical and insightful business, social media, and tech content. She provides services to organizations, including Business Yield Consult. Proficient in data analysis, leveraging analytical skills to derive insights and enhance content strategy.

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What does a Satellite Media Tour Cost?

Satellite Media Tours (SMTs) are a cost-effective way to get your message out to TV, radio and online audiences around the country. But the first question our clients often ask is, “What does a Satellite Media Tour cost?”

Costs can vary greatly for a Satellite Media Tour, with the biggest factors being length, location and spokesperson fees. Conducting a satellite media tour on-location or as a “remote” is typically more expensive than conducting from a studio. However, great visuals can often enhance an SMT and help to add outlets to the schedule.

And if hiring a spokesperson for your Satellite Media Tour, rates can range anywhere from $5,000 well into six figures if hiring a well-known celebrity.

For a estimate of the cost of a Satellite Media Tour based your unique goals, contact us today. Or learn more by visiting our SMT page .

More SMT Tips & Resources

Avoid these three things during your next SMT What makes a Satellite Media Tour Successful? Using B-Roll during Satellite Media Tours Do you have Satellite Media Tour examples?

• WHAT IS A SATELLITE MEDIA TOUR?
• WHAT ARE THE BENEFITS OF A SATELLITE MEDIA TOUR?
• HOW DOES A SATELLITE MEDIA TOUR WORK?
• SATELLITE MEDIA TOURS
• VIRTUAL EVENTS PLATFORM
• RADIO MEDIA TOURS
• CO-OP MEDIA TOURS
• LIVE SOCIAL MEDIA BROADCASTS
• B-ROLL, STUDIO AND VIDEO PRODUCTION
• GUIDES AND REPORTS
• IN THE NEWS
• COMPANY UPDATES
• PR’S TOP PROS TALK
• PR INSIGHTS
• CASE STUDIES
• Satellite Media Tours

Industry Leaders in Satellite Media Tours

10,000+ interviews booked from our studio and control rooms.

What is a satellite media tour?

What are the benefits of a satellite media tour?

How does a satellite media tour work?

A Satellite Media Tour (SMT) gets your spokesperson interviewed on multiple TV stations across the country in a very short period of time. The best news is that 92% of stations we surveyed are open to interviewing brand spokespeople . Local TV news is twice as trusted as national news and five times more trusted than social media with audiences growing for key demographics. SMTs deliver these audiences to you.

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SMT PR: How To Do A Satellite Media Tour

by EPR Staff · Published 2015-10-07 · Updated 2023-02-08

They generally involve the spokesperson of your company and a reporter, journalist , or another member of the media. Often, they help draw attention to events, new products, or a particular trending subject.

They draw a lot of attention from the public, so companies considering an SMT should take their time choosing the spokesperson interacting with the media and the best match for the media tour. Companies should make sure the spokesperson has proper media training, because, during the media tour, they become the face of the company. Bear in mind, not every story topic and every spokesperson is a good match for a media tour. It’s important the choice is someone able to convey the company’s message clearly and concisely.

But having a good spokesperson isn’t the only thing furthering a successful media tour. Media tours have evolved to include radio and online interviews. It’s no secret that a large chunk of society is constantly connected to their mobile devices, so companies who incorporate the radio and internet into their tours reach the biggest audiences. It’s also important to be on top of the administrative side of things.

Make sure during the planning stages of your media tour, you have an up-to-date media contact list, a concise pitch written down, and a strategy and timeline in place. Have someone begin building relationships with different media outlets well in advance. Believe it or not, these administrative tasks can make or break a media tour, so it’s worth the effort.

When the day of the media tour arrives, it’s important the spokesperson arrive at the interview site well in advance. Allowing time to go through hair and makeup, and a practice round or two. You can spend all of the time in the world preparing and planning for a media tour.

But if your people aren’t prepared and professional the day of the tour, all of the preparation and planning will be wasted. Being fully prepared the day of the tour is vital.

If done correctly and planned strategically, media tours can be very beneficial. They’re excellent ways to convey a message reaching a wide public base. So if you have a message, event, or product you’re looking to promote, start planning your media tour!

There are a number of choices and good vendors to conduct a satellite media tour.

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SATELLITE MEDIA TOURS

A Satellite Media Tour (SMT) is a strategic tool to connect organizations and subject matter experts with broadcast outlets nationwide. There are three types of SMTs: in-studio, on-location, or virtual (via online platforms). SMTs are produced from around the country and around the globe, leveraging extensive experience to secure high-quality and targeted interviews to effectively reach audiences. Every aspect of an SMT campaign is expertly managed, from the creation of campaign materials and strategic pitching to full production services and broadcast media tracking. Understanding what a satellite media tour entails can help organizations maximize their media outreach and engagement efforts.

Satellite Media Tour Examples

What to Expect from a Satellite Media Tour

A Satellite Media Tour (SMT) encompasses several essential elements to ensure a successful media outreach campaign. It begins with strategic topic and story development, followed by the creation of compelling pitch materials. Targeted pitching is then employed to reach the right media outlets. The coordination of production can be tailored to studio, virtual, or on-location settings, with technical guidance provided for virtual SMTs. Attention to detail is given to set design and layout to enhance visual appeal. Full production capabilities are available to support the entire process, from the initial concept to the final execution. Additionally, interview air-checks are conducted to ensure quality, and a final broadcast usage report is provided to evaluate the campaign’s reach and effectiveness.

For Nearly Two Decades, Our SMT Team Has Booked Interviews With National Outlets And Local Affiliates In Nearly Every Market In The Country On A Regular Basis.

Whether conducted from a studio, on-location or virtually via Zoom, we ensure all details of the Satellite Media Tour are covered, which is why  leading brands and organizations among our long time clients.

Satellite Media Tours can target specific markets and/or a large national audience and in just a few hours, we help our clients reach millions and key audiences across the country. Our experienced team of producers and media relations experts know how to cut through the clutter and get our clients on the air.

Satellite Media Tour companies are not all the same. We take the time to listen to our client’s message, goals and budget parameters to determine what is needed to make the SMT a success.

Satellite Media Tour Tips & Resources

​What makes a Satellite Media Tour Successful?

What does a Satellite Media Tour cost?

Avoid these three things during your next SMT

Using B-Roll during Satellite Media Tours

• Intelligence
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• 4media4health
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• Co-Op Calendar
• Case Studies

What is a Satellite Media Tour?

WHAT IS A SATELLITE MEDIA TOUR?  HOW HAVE SMTS EVOLVED IN THE DIGITAL AGE?

A Satellite Media Tour (SMT) is a  broadcast PR tactic  utilized by public relations agencies, corporate communications departments and non-profit organizations to efficiently share key messages through a series of back-to-back interviews within a given time window in a single morning or day. SMTs typically originate from a studio in a major US city, but a satellite truck can broadcast from most remote locations such as a private residence, a golf course or Grand Central Station.  This type of remote location adds a unique element to the interview and is received well by the media.

From the early 1990s to the early 2010s, it was common for an SMT to book nearly 30 earned back-to-back TV interviews is a single morning. Regulations, the emergence of digital media and the embracing of the PESO (Paid, Earned, Shared, Owned)  model dramatically changed the standard for a successful SMT in the mid-2010’s. Many satellite media tour companies (public and private) failed to adapt to the new media landscape and went out of business.

Today, PR agencies and brands continue to effectively use media tours as part of their comprehensive program or strategy, but a complete execution now includes TV, radio and online interviews – which can come in the form of social media streams (like Facebook Live), influencers/bloggers and high level outlets including Huffington Post, Entrepreneur, People and more. Paid media integrations are available in target markets where  earned media  interviews are not obtainable.  This will allow you to maximize outreach for the brand and efficiently use your spokesperson’s valuable time.

The SMT Lifecycle

When evaluating Satellite Media Tour companies to partner with, it’s crucial they include all media platforms listed above, making the SMT more of an Integrated Media Tour.   At the onset of a project, it’s best to get your vendor in on the planning stage as early as possible to tap into their expertise and experience, and to make time-saving suggestions.  This is the perfect time to ask about incorporating a market research survey to bolster your SMT topic. While four to five weeks out is ideal, executing a tour can be done with less lead time, but allowing as much time as possible will ensure the best outcome for your initiative.  Once you’ve decided on a vendor, start with a kick-off call with everyone involved.  This will make sure all are up to speed with the client’s messaging and goals.  From there, the vendor will draft media materials and when they are approved, the media pitching and booking begins.  Booking updates are issued daily or weekly until the day of the tour.

In addition to media training your spokesperson and making sure they are comfortable with messaging and key talking points, other items to consider are set design, props, food stylists, etc.  This will vary depending on the subject matter and whether it is an in-studio tour or remote.  Your vendor will be able to provide you with sample set designs to help create the look that best suits your client’s style and overall theme.

Are you planning a Spanish Satellite Media Tour? We can help with that too!

Satellite Media Tour Terms to Know

• Satellite studio  – a brick & mortar establishment where video segments are recorded live and/or taped and transmitted via satellite to TV stations across the country
• Satellite truck  – a mobile control room with satellite uplink capabilities that allow a live broadcast/SMT to originate from almost anywhere on the globe
• Satellite time  – Securing specific satellite coordinates for a certain amount of time which allows a live broadcast to originate in one location and be transmitted via satellite to a different location 3 miles or 5,000 miles away.
• Remote SMT  – a media tour that does not originate from a satellite studio, but from a location such as a sports stadium, a zoo or a retail store. A satellite truck is then needed to uplink the interview to TV stations.
• Site Survey  – This is needed for remote SMTs to make sure there is enough space for a satellite truck to be parked for 4-6 hours during the SMT and to make sure there is enough electrical power, and a clear view of the southwest or southeastern sky to hit a specific satellite.
• Run-through  – a mock interview done the afternoon before a tour or morning of to make sure the spokesperson is comfortable in front of the camera and everyone else is ready for the SMT to run smoothly.
• Generic Interview  – This is usually a :60 second interview with the producer asking questions as if they were a media outlet. It is recorded and then sent to specific TV stations that have requested the content but were unable to conduct the interview.  This can also be used for a paid network feed to extend viewership as well as for on-line placements.

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4MEDIA GROUP LAUNCHES 4MEDIA 4PUBLICAFFAIRS, SOLIDIFYING COMMITMENT TO BEST-IN-CLASS PUBLIC AFFAIRS COMMUNICATIONS FOR CLIENTS

Peter McCluskey

VP, Client Relations

Peter is based in Washington, D.C. and handles business development and account management for his clients, which include government agencies and the nation’s top trade associations, non-profits, public relations and marketing agencies and government agencies.

Before joining 4media, Peter served as a Divisional VP for MultiVu, a Cision company. During his career, Peter has developed and implemented national awareness campaigns for clients, including US Department of Health and Human Services (HHS), Federal Communications Commission, US Army, US Veterans Administration, Salvation Army, USA Today, Coca-Cola, the Ultimate Fighting Championship (UFC), and NASCAR, among others.

Peter received a BA from Saint Anselm College in Political Science with a certificate in Russian Studies. He lives in Washington, D.C. with his wife and three sons, Pete, Philip and Sam, and their one-eyed rescue Pitbull, Layla.

Zach Seidenberg

With 20+ years of newsroom, broadcast, PR, and media relations experience, Zach has covered politics, public affairs, and public policy issues as a statehouse public radio reporter in Tallahassee. Since 2006, he has led client media campaigns, managing publicity and broadcast interviews from notable events, including the DNC, large policy conferences, the Consumer Electronics Show, the Super Bowl, and major auto shows nationwide. Zach’s background spans corporate, non-profit, association, government, and issue advocacy clients, making him adept at helping clients communicate with key audiences through the media. He earned his B.S. in Telecommunications from the College of Journalism and Communications at the University of Florida. A native of the DC area, Zach resides in Reston, VA.

Chief Business Officer

As a member of Executive Leadership, Laura oversees new business development and client experience. She also handles media and communications strategy for clients such as AARP, Elevance Health and Prevent Cancer Foundation. Laura began her career at Target Video News, where she focused on video and media relations for brands, government agencies and non-profits. In 1996, she founded OnCue Productions, and in 2000, sold the company to News Broadcast Network. After a decade running operations at NBN, Laura joined public relations and marketing company Definition 6 as Managing Director. Laura’s work in public affairs has won numerous awards, including several Telly Awards, the New York Television and Film Festival’s Gold World Medal, a Communicator Award, an Anthem Award, an Anvil Award and two Nonprofit Communications Awards.

Susan Matthews Apgood

EVP, Client Relations

Susan is the founder of News Generation, a premier media relations firm which she launched in 1997 and sold to 4media group in April of 2020. Apgood is an EVP of client relations and focuses on connecting D.C.-based clients with media looking to get their story told. Apood’s passion is in public affairs and issue-based work that allows consumers to make better decisions about their finances, health and overall well-being. She earned her MBA in finance from American University and BA in economics from George Washington University.

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Satellite Media Tour

Satellite Media Tours (SMT) remain an effective public relations tactic that can often generate high-quality results that matter to your clients. However, an SMT in 2024 is very different from even 10 years ago. Today, across the PR services spectrum, it’s all about tapping into multiple media mediums - earned and paid results; TV, Radio and Online outlets - and the same is true for an SMT.

With 35 years as an industry leader, KEF Media delivers the technical expertise that will make your SMT network quality. We offer this tried and true public relations broadcast technique that embeds your spokesperson and message on television newscasts in target markets across the U.S. or around the world using satellite and Internet technologies. We find the media tailored to your specifications and are involved throughout the entire creative process, offering a hand to craft the perfect pitch in order to book your message in your intended markets. A satellite or radio tour will economically and efficiently deliver the kind of high impact, measurable television exposure you demand and your message deserves. We pay attention to every detail so you don’t have to, and we provide detailed reporting.

Custom Satellite Media Tours

We visit many and talk to numerous PR agency vice presidents, account supervisors, account executives and the like to understand their pain points when it comes to selling their clients on broadcast PR tactics like co-op radio media tour. There’s either a budget limitation or a client who’s new and doesn’t understand the potential ROI of various media tour options. Other agencies have told us they have an internal broadcast team already. More often than not, internal broadcast teams understand the basic tactic, but wouldn’t you want to at least investigate a media company who specializes in this elaborate tactic? At KEF Media, we understand the nuances of the Satellite & Radio Tour, the subtleties, and so we are here to offer a hand. Before tasking the internal broadcast team with an SMT, there are three reasons to reach out to us first.

1. Free Customized Solution Brainstorming

We prefer to work backward with you when projects are brought to our attention. Because we understand the complexities of each campaign, we want to view all of its components in order to provide your team with the best ideas. Unsure if you need outside help? Come to us and we’ll provide you the ideation component you’re looking for on the front end. Solid results will make you look great in front of your client. We want to exceed your expectations so you get more business from that client and you call us again to assist! If not for the short term, we hope you appreciate our advice and want us more involved the next time around.

2. Assistance from Ideation to Execution

A lot of agency personnel ask what, during the process, can we do. Some agencies give us the keys to the car. Others are more involved. No matter where you are during the process, bring us in. It’s never too late. Need more media? We can do that. Need a crew to execute the tour on location, but already booked the media? We can work with you on that as well. Internally, things crop up and you may find yourself against the clock or not as strong in a certain area of the tactic. No fret, because that’s why we’re here.

3. Honest Counsel

Every project is unique and will garner different results. Based on our experience, we will help guide you in making your project as media-able as possible with your topic, talent and timing. We run through all of our potential tours through the 3T filter: talent, topic, and timing. Since KEF Media is comprised of ex-media personnel, we know what will and what will not resonate with the media.

What is a Satellite Media Tour?

Review Spokesperson Contract Thoroughly

Lastly, make sure legal or your team first has a strong understanding of the terms and conditions of the talent’s availability. And second, make sure agreed upon clauses leave you reassured the media would have the interest to host him or her. Have a celebrity spokesperson in mind? Celebrities – TV and movie stars, recording artists, bestselling authors, famous athletes – often garner national media coverage in the coveted major media markets. But beyond SMT, are you maximizing the value of that celebrity? Celebrity publicity appearance contracts generally call for eight hours. We’ve found that many agencies fail to optimize all of that allotted time, using just four or five hours for media activities and missing out on millions of additional impressions. But it’s not just celebrities that can draw solid media – internal spokespeople, subject matter experts and authors are all good options.

Here are steps to maximize the ROI with your celebrity spokesperson:

Determine your overall goals.

• Audience reach?
• Target markets?
• TV only or all media, (radio, digital, print)?
• Where will media activities take place?
• With those answers, you’re ready to start negotiations.

Be careful with contract language

Eight hours should not include hair and make-up. Glam time can eat up two or three hours for some celebrities.

Spell out the media you intend to target during the eight hours including network television and radio programs, websites, bloggers, newspapers and magazines and so on.

Social media can add tens of thousands of dollars to fees depending on the number of followers the celebrity has. So, be specific about what you ask for. This can be as simple as a picture of the celeb on set doing interviews with one line about what they are doing and where to go for more information. You can then forward it to your brand’s followers.

Social media engagement with media personalities during the day of the project can be as simple as the reporter tweeting the celeb prior to the interview: “Hey! Can’t wait to talk to you at 9:30 AM on Good Day!” and the celebrity tweeting back “Me either…I love the Bay Area…can’t wait to tell your viewers what I’m working on with (your client).” The reporter is then likely to post their interview online you’ve got more shareable impressions! Most celebrities and their publicists appreciate the benefit of good media relations.

Think beyond Satellite Media Tours. Our Customized Media Day (CMD) will roll several tactics (in-studio television interviews, a 3-4 hour SMT and a 2-hour junket style interview window for high-level print/online publications) into one day delivering high-impact media within your allotted timeframe. Customized Media Days are a minimal additional investment and will likely exceed your client’s expectations and make you look like a rock star. And always, if you ever have a bilingual spokesperson capable of resonating with a Spanish-speaking audience, we have the advantage to penetrate those typical difficult-to-reach markets. Let us help you reach your desired Spanish Media targets.

Media Tour Set Considerations

When staging a media tour, you’ve got to think outside of the monitor. We often see others go through the motions, simply switching out logos on a screen behind the talent and doing as little as possible to make what they’re offering as visually attractive as possible. “Vision” is part of the word television. TV producers are looking for visual stories not talking heads. Your goal is to get people to say, “Hey, Honey, take a look at this!” not “Hey, Honey, where’s the remote?” That’s where your interests intersect with the TV producer’s: keep the viewer’s hand off the remote! Here are some ways we help deliver that.

Nothing beats the great outdoors. Transport viewers to another city and climate for a few moments. Whenever possible, get outside and give Omaha a taste of what Miami (or Yellowstone National Park) looks like this morning!

Create dimension. For example, if it’s a fashion client, use live models. Mannequins and varying table heights can also add visual interest to an otherwise flat set.

Clean and simple sets make use of strategic props and color. Talking about a classroom, create a classroom!

If the topic is home safety, then stage your SMT in a home! Don’t just spread whatever product on a table in front of the spokesperson. Here is a ‘bedroom’ created in a breakfast nook so we could easily get both a kitchen and bedroom in a one-camera shoot.

Finally, monitor sets or logos in a frame need to have their place. With big celebrities or hard news topics, you don’t need much else. But don’t let that be your go-to for all sets.

It is all about creativity and our producers go all-in to make sure your spokesperson is comfortable and accentuates a set made for television. This attention to detail in every project makes all the difference to the client and to the media taking your interview.

Have a pet topic? Everyone stops to look at cute pups and kitties. Pets bring their own set of challenges, but that’s a topic for another day!

The Nation's Leading SMT Producer

Top Earned Media Results. Unmatched Media Relations. 25+ Years of Broadcasting Experience. Reach Millions in a Few Hours with a Satellite Media Tour.

Why a Satellite Media Tour?

A recent Nielsen report calculates that the average American now devotes nearly 11 hours a day to consuming media, an hour more than last year. That’s 65 percent of waking hours. Even with the growing options of devices available, television and radio are still used the most.

We specialize in optimizing your broadcast PR goals with maximum cost effectiveness, providing the highest audience reach for content that delivers your key messages.

Satellite Media Tours (SMT’s)

Radio media tours (rmt’s), web videos & psa's, hd b-roll production (bbr), audio news releases (anr’s), internet media tours (imt’s), live streaming & broadcast events, multimedia news releases (mnr’s), video news releases (vnr’s), what people say about us.

Working with Cindy is always a pleasure. She is the consummate professional and not only does she deliver her services on time and on budget, she does it with style and sensitivity to the project outlines and goals. She has the experience to anticipate challenges and the confidence to help her clients manage the rough waters of media events to get the highest results possible. Cindy understands the complicated scenario of “media communications” and her relationships within her marketplace are priceless. She “gets it” and generously shares her experience with her clients, to their great benefit. I would not hesitate to recommend Cindy Randall Media to anyone seeking an ethical, responsible and results oriented partner for their media event. I have used Cindy Randall at numerous locations in the attraction industry and she has always delivered the highest level of services. She has also stepped into distressed situations (Hard Rock Park) and brought the planning together quickly for a very positive turnaround. She did an amazing job in a short time frame.

Linda Jensen

Director of Marketing Six Flags America & Hurricane Harbor, Maryland

What a fantastic day. Your team was seamless and very professional. Thanks for helping get the word out to all of New England. I will spread the word of your excellent service.

Melissa Pinkerton

Director of Communications Six Flags New England

Cindy, thanks for making me look so damn good!

Conan O’Brien

Host of TV’s Conan

Cindy is the best of the satellite media tour producers with whom I have worked over the past twenty years. Her contacts are superb, her pitching is completely on target, and her attention to detail is spot on. Dedicated and detail-oriented, Cindy makes a very hard job look effortless and she is a delight to work with!

Judy Safern

President, LeadingThinkers Corporate Strategy and Communications

Just wanted to remind you what a pleasure it is to work with you. Other companies that we do SMTs with aren’t nearly as organized, courteous or on the ball as you are. I thought you should hear just how much myself and my team in the AM appreciate working with you, as opposed to a majority of your competitors.

Ashley Jackson

Local TV Morning Show Producer and Anchor

Dealing with Cindy Randall was one of the best experiences I have had in broadcasting. What she’s doing is so innovative that I’m a member of one of the biggest media companies in the world and I have to explain it to my corporate PR people.

Director of Marketing Turner Broadcasting

Our exceptional roster of clients includes entertainment and sports celebrities, corporate and non-profit spokespersons, bestselling authors, political newsmakers, multi-camera/on-the-ride theme park events and more! A few are listed here.

© 2017 Cindy Randall Media, Inc.