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Media Tour 101: Tips to Pulling One Off Like a Pro

August 7, 2018

By Jenna Cason

While public relations professionals and the business world at large handle most of their communication digitally these days, there’s still much to be said for face-to-face interaction. In fact, in a survey conducted by Harvard Business Review , nearly all respondents (95 percent) said face-to-face meetings are essential for long-term business relationships. It’s on this premise that media tours were established, and it’s precisely why, in today’s era of digital communication, media tours are still a valued facet of PR strategy.

What exactly is a media tour, anyway?

A media tour consists of several casual one-on-one “meetups” with a company thought leader (often an executive) and a member of the media. The tour is set in a media town—say, San Francisco for tech media, or New York City for business media—and is typically conducted in one or two days. Media tours can be done on the heels of company news or product launches, but more often than not, they’re simply an opportunity for your brand to build rapport and stay top of mind with individual members of the media.

Below are some of my best tips for pulling off a media tour like a pro.

Prepare and brief like there’s no tomorrow

Unlike phone interviews where you can nonverbally (and verbally—thanks, “mute” button!) steer your executive back on track, deskside conversations don’t allow PR pros to be so inconspicuous. It’s important that your thought leaders understand that though these meetups may seem more causal, they’re still talking to a member of the media and should give thought to what they say.

To aid in this, create a briefing book that contains background on each reporter, the beat they cover, and their recently published work. Make sure you include suggested talking points and industry trends your executive can speak to when there’s a lull. If you have company news to discuss, prepare a fact sheet, and if you plan on demonstrating a new product with the media, do a few run-throughs prior to the tour.

Check the calendar

When it comes to booking a media tour, it’s best to avoid the bookends of the week. I’ve found that Tuesdays and Wednesdays usually work best, as you’re less likely to run into media deadlines. Also take a look at upcoming events in the media town and make sure you’re not competing with other happenings that could hinder your ability to secure facetime with reporters.

Overbook meetings

As you know, life with the media is sometimes complicated. You can secure meetings four weeks in advance and confirm them every hour up to the event (this is hyperbole—please don’t do this), and come the day of, someone will inevitably cancel. You simply can’t control schedules, family obligations, and breaking news assignments. The best way to prepare for a last-minute cancellation is by overbooking to begin with. A good media tour usually consists of four desk-side meetings per day. Always book five and hope for four.

Don’t expect immediate coverage

Just because your executive had a wonderful tour, met with 8-10 members of the media, and offered expert insight and commentary on every single topic mentioned, they should not expect a gauntlet of coverage upon their return to the office. The purpose of a media tour is to establish a long-lasting relationship with media members, not necessarily to generate immediate coverage. Don’t think this point goes without saying. You’ll need to bring this up with your thought leader in the early stages of planning (and probably again during the process).

Don’t bring an entourage

Make sure your executive understands that most members of the media don’t have lavish, spacious offices like Miranda Priestly a la The Devil Wears Prada . You’ll likely be meeting in a small meeting room, at a reporter’s cubicle, or even in a coffee shop. Don’t bring more than two or three company representatives (including yourself). Aside from the issue of space, this ensures that your thought leader will form a better one-on-one bond with the reporter.

Pay attention to the details

Media tours require a ton of planning: booking hotels, arranging car services, planning routes, etc. Walk through each day in your head, and make sure you’re not leaving anything out. Print out copies of reservations and directions. Pack an “emergency bag” that includes this information, along with the briefing book, an umbrella, business cards, portable cell phone chargers, and a stain remover stick (I learned this one the hard way).

Eat (yes, I’m including this as a tip)

I once had an executive who would get pretty cranky if he didn’t have a sweet mid-afternoon snack. I learned this purely from observation, so as a sort of experiment, I would bring along a sweet treat when we had an afternoon obligation. And it worked. Every. Time. Media tours are mentally draining, and, frankly, food always helps. Plan time for lunch between desk-side meetings, and throw a few snacks in your bag.

Stay in touch

Not long after the media tour has concluded, it’s important to follow up with any lingering items you promised the media. It’s also nice for your executive to handwrite or email a note to the media. After all, this entire process was about bettering their relationship.

Media tours require a ton of planning and preparation. And a lot of the time, things won’t go as planned. Remember the point of it all is to build relationships between your brand and the media, and you’ll often find that a better relationship has emerged between you and your executive as some sort of beautiful side effect.

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About the author

Jenna Cason was formerly a public relations specialist at SmartBug Media. She began her career in sports relations for the NFL and has since led PR strategy both in-house and on the agency side. Read more articles by Jenna Cason .

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Media Tour definition

Media Tour (© peshkova / Fotolia.com )

A media tour can be a really terrific way for companies to develop a good relationship with the press. Companies that spend a great deal of time in the public eye should have those relationships so that they can work better with the media in the future. In this article, we will discuss the media tour in detail, including who should be attending them and what sort of strategy you should follow when planning your own media tour.

What is a Media Tour?

The first thing that you will want to understand is exactly what a media tour is. The term makes it sound like something complex, pompous and time-consuming, but it doesn’t have to be that way in fact, it usually isn’t. A media tour usually just refers to some sort of event where company executives meet with journalists and exchange information.

This is usually a casual occasion, often conducted over only a few stops, in cities with a significant amount of major media. These reporters and analysts meet with company representatives in a setting like a hotel conference room or the media office to discuss something newsworthy that the company is interested in announcing and the reporters are interested in reporting on. This may be a new product launch , a merger or restructuring or the meeting may simply be a discussion of issues within the industry.

Why are Media Tours Important in Business?

Media tours are an extremely important strategy in public relations because not only do they allow for the company to build a rapport with some of the members of the target media, but they also allow for the right information to go to those reporters. There is no guarantee that a press release is going to pass on the right information, or that it is going to answer the reporters’ questions. This means that an article that is written about whatever the company is announcing may not contain all of the information the company executives would like it to. But when there is a face-to-face meeting, there is plenty of opportunity to exchange information and build a good rapport with the media people that will be writing those articles.

How to Plan a Media Tour

Planning a media tour does require a lot of preparation work. You definitely need to know who your target audience is, and who the media representatives serving that target audience are going to be. You also want to make sure that all aspects of your itinerary are planned out carefully and that you send out a media packet in advance that gives reporters enough information to become interested in the story and do their own research .

The media tour can be an extremely useful tool for companies to meet with media representatives and answer all of their questions. When a new product is being launched, the more earned media you can get, the more successful your product launch will be without having to spend any money on promotion .

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10 Steps to Planning an Efficient and Successful Press Tour

When done correctly, a press tour can be a unique opportunity to leverage situations, locations and personal interactions to gain both short- and long-term gains in the form of extensive coverage and established relationships. The success of the press tour is reliant on not only the media outreach/briefings secured but the championing of logistics. Every step must be well thought out and planned as well as strategic, emphasizing efficiency and upholding professionalism.

In our 20+ years working closely with clients across B2B technology and healthcare, we’ve learned a lot—both what to do and what not to do. Based on our experience, here are 10 things to consider to ensure your next press tour is smooth and effective.

1. Define the news driver and purpose. What are you trying to achieve with the tour? Whether it is visibility for the CEO or awareness in your target market, define early the trip’s intent and expectations to both the executive and communications teams. This will ensure everyone is clear on purpose and outcomes.

2. Location, location, location. What’s the best market for your press tour? Is that location dictated by an event? Is there a conference or is your client traveling for meetings? Be opportunistic to leverage executive availability and travel from a media perspective. If given the chance to suggest a location for the press tour, once again be strategic and look at factors like company goals, news drivers and contacts.

3. Form targeted list. Align your list with the goal of your press tour and select targets with a purpose. Make sure the reporters you contact will be interested in the news driver you define and “ understand what the journalist’s goals are for the content .” With that said, do not limit yourself because opportunities can come from anywhere.

4. Get availability. As early as possible solidify an agenda, location and plans. Lock down the travel schedule, which is easier said than done, but doing so will allow you to utilize every last second. For example, the CEO at one of our clients, an emotional-intelligence software company, was looking for funding and planned a trip to San Francisco for a conference. Using the conference as our driver, we were able to book interviews with reporters to increase that CEO’s visibility and company profile ahead of funding efforts.

5. Leverage your assets. With that same client, we had a unique opportunity where both the CEO and one of the client’s customers were traveling to San Francisco together. We were able to secure a speaking opportunity for their customer at the conference to amplify our client’s success. Knowing that they would be there at the same time, we pitched joint interviews to the media – leveraging company growth and case studies to enhance the reporters experience and understanding. That’s just one example. Don’t forget about new products or offerings, recent corporate milestones, customer wins or successes, and unique partnerships, to name a few. All of these are assets that you can use to interest media in speaking with executives/spokespersons.

6. Demos are key. What can you get in person that you can’t over the phone? What can you show reporters that you can’t digitally? Firsthand interactions with products will give reporters a deeper understanding and more personal connection to the content you’re discussing.

7. Do not forget broadcast. Even if you can’t identify a news driver, breaking news can provide a platform to drive your tour. Use your client’s physical presence in the area as an opportunity for off-the-cuff broadcast stories. Make local broadcast outlets aware of your brand and their availability to comment on timely stories.

8. Utilize all possible time. Phone interviews eliminate any excuse of time or place that either party can’t make. Car rides are the perfect quite time for your client to hop on the phone with a reporter. Even the airport café can be the perfect spot to squeeze in one last in-person briefing.

9. Reconnect with old contacts. If you’re traveling to a different location, use the trip to meet up with reporters you may have only worked with digitally. Make that in-person connection and use it as an angle to introduce the reporter to current company news.

10. Prepare, Prepare and Prepare some more. Make sure the spokesperson is prepared for each and every interview with separate briefing materials. There should be a distinct angle for each reporter, to not only target the reporter’s interests but to keep the conversation fresh and engaging. Help the reporter help you, by giving them a story they can use … and, if the meeting is a relationship-building opportunity, don’t forget to ask the reporter what stories s/he is working on in the coming months and/or propose several ideas based on current topics you see trending from your POV.

After planning a strategic and logistically sound press tour using these 10 tips, you are ready to execute. Unpreparedness is readily apparent to everyone, so put your best foot forward by crossing all of your T’s and dotting all of your I’s. The executives/spokespersons will thank you, the reporter will appreciate it and the coverage (and longer-term relationships) will reflect it. Need help planning your next media tour? Give us a call, we’d love to partner with you!

New to in person briefings and building media relationships? Check out 5 Tips for Getting Your Media Game Face On .

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How to Conduct a Media Tour: A Trio of PR Pros Provides Tips

By Seth Arenstein

In this world of always-on, 24-7 news cycles, some of the basics of PR can seem passé and old school. Yet when journalists are asked in surveys what they want from PR professionals, the basics often come out on top : timely news and other assets (photos, video clips) that are useful to the journalist’s readers, interview opportunities with important players and prompt responses to follow-up questions about the pitched topic. Social media/digital technology can handle all this, of course, but there's nothing like a face-to-face meeting or interview to establish a relationship with a journalist. And as social media influencer Brian Fanzo says, "Social media was not built to replace a handshake."

Enter the media tour, one way to get your brand’s story and its executives in front of journalists in multiple locations.

Several themes emerged when we asked PR pros to provide nuts-and-bolts tips and must-haves for conducting media tours today.

All our pros urged communicators to do as much planning as possible. In other words details, details, details. Ned Barnett ( photo, left, below ), fellow, PR and marketing, the American Hospital Association , prepares a backgrounder that includes the company’s narrative, the executives’ personal background, reproducible graphic images–logos plus head-and-shoulder shots of the executives, at a minimum–and a summary of why the media tour is taking place.

In addition he urges PR pros to have printed press-kits or product-intro hand-outs, but always also have them stored in a thumb drive, preferably monogrammed with the brand’s logo. Another tip: use high-capacity thumb drives, 64 gigs at least – or as big as possible. “Do this because the editor or reporter you meet with is more likely to keep something like that if it has real utility, hence the high capacity and the branding logo.”

Below are edited versions of other tips they offered:

Go in with a goal, and stick to it. It’s tempting to try to get too much from reporters during a media tour. Know the headlines you want, and build toward them.
Diversify your offer to reporters. Give them options of executives to talk to, visuals to capture and how to capture them. Understand that reporters are expected to deliver across mediums, so prepare for that and provide the assets they need.
Avoid over-packing the tour schedule to the point where you can’t make time to meet with an important journalist later in the day, if that better accommodates his / her schedule.
Do your homework. Familiarize yourself with the reporters you are scheduled to speak with. Take a look at previous articles (especially their most recent) and get a sense of their interests and stances. And know the reporters’ outlets. Take time to understand publications’ audiences and know how your story relates to the needs of its readers.
Don’t be afraid to let a reporter know that you don’t have the answer to a question. Honesty is the best policy, and it’s better to take this route vs. risking a response that could be incorrect or contradict messaging.
Always have something new to say to the media, such as a new product, or the results of an online survey. Never conduct a media tour for the sake of doing a media tour.
Consider kicking off a media tour with a press conference, especially if you have time-sensitive news. Any even tangentially-national news story that touches on the government should be launched with a press conference at the National Press Club in Washington. Any Silicon Valley-like tech story should begin with a press conference in San Jose or San Francisco.
Regardless of your primary media targets, while in a major metro area always try to schedule interviews on satellite radio and cable news, which means having a generic hook as well as a more focused one.
Always have a senior PR expert accompany your executive to handle on-site arrangements, to prep the executive before each meeting and debrief her after each media interview and to fix gaffes when they happen, which they always do.
Have a PR pro back in the office to handle last-minute bookings of new interviews.
Budget permitting, avoid cabs and hire a car service to focus on your transportation.
Integrate a virtual media tour for those who are outside your travel destinations. Their failure to be on your itinerary doesn’t diminish their value to your brand. A virtual tour should come immediately after the real tour. If you have a choice avoid having the executive bouncing between the two media tours.
Follow up interviews immediately with a note. Provide additional information requested, mention key talking points from the interview and, most important, say thank you! Use a digital recorder to dictate your note if your schedule is too busy. The follow-up must be done within 24 hours or you’ll look hopelessly bush league.

Seth Arenstein is editor of PR News. Follow him: @skarenstein

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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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by EPR Staff · Published 2021-07-23 · Last modified 2021-06-14

What is a media tour?

A media tour is a series of face-to-face meetings between individuals, such as company executives and political candidates, and news media outlets . They are designed to build relationships with news media and generate news coverage for company or campaign activities.

How media tours work

Builds relationships.

Media tours can be used to build relationships with the news media, relationships that can be valuable in furthering an organization's message or getting news coverage. Editors and reporters are more likely to turn to familiar and credible sources to get comments for news stories.

Generates news coverage

If an organization is introducing a new technology or product it might use a media tour to generate news coverage about it. Individual, face-to-face meetings with news outlets are often more effective in earning media coverage.

Political campaigns

Candidates running for office will schedule media tours to get their message out and clarify their positions on the issues. These are often conducted with editorial board members, who manage the process of selecting the candidates newspapers endorse.

Media tours best practices

Relationship builders.

Media tours can be highly effective in establishing and furthering relationships with the news media. Taking the time to meet face-to-face with editors and reporters lets them know that their time and views are valued.

Crisis communications

A media tour can be an effective tool in managing a crisis . Company representatives -- preferably as senior an executive as possible, and not a PR flack -- can answer questions and help the company's side of the story out to the public.

The opinion page

If an organization is advocating for a particular issue, or for or against a piece of legislation, a media tour with editorial boards can be useful in shaping editorials and opinion pieces that can sway the opinions of legislators voters.

Related Glossary Terms

Media Outlet
Media Interview
Media Advisory
Healthcare PR

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Method to the Madness: How to Plan a Press Tour (And Execute It Perfectly)

By BLASTmedia

January 24, 2013

B2B SaaS Industry Insights

Because of the fast-paced nature of news, journalists need to absorb information quickly and efficiently—picking out the high points of a pitch or press release via email or a phone call and reporting in a flash! It isn’t every day that a respected journalist at a top-tier outlet reserves time out of his or her day to sit down with a brand to hear all of the details about a new product or service. But with some products or services, this does happen—during press tours, one of the jewels in the crown of a strategic PR plan .

During a press tour, a brand receives face-to-face meetings with the press in order to provide a hands-on look and real-time presentation on what the company has to offer to consumers. For example, check out Senior Account Executive Kiersten Moffatt below as she enters the New York Times offices as part of a press tour for one of her clients.

As PR professionals, it’s our responsibility to secure those crucial face-to-face meetings with press when our clients have important new offerings. Getting a journalist at an outlet like the New York Times , Engadget , Real Simple , or Bloomberg to invite your client to meet is not an easy task. Managing a press tour requires plenty of preparation and an eventual skilled execution from a public relations team to pull it off. Here is a quick checklist to guide you through how to plan a press tour, prepare for what will happen once you’re there, and execute it perfectly for your clients.

Planning a Press Tour

If you and your client have agreed that a press tour is an ideal way to showcase what’s next in your client’s product or services lineup, it’s time to get organized. Lay a firm foundation for the impressive coverage that’s to come by following these steps.

Determine your audience. Determine the appropriate audience(s) for your announcement. If your client’s product is an iPhone app or a tablet case, for example, don’t just assume that the only correct fit is technology outlets. The product may also be relevant to national news, women’s, men’s, outdoors, or parenting outlets, to name a few. Take your time considering all of the relevant options and what will truly benefit your client.

Give yourself two weeks. From experience, our team at BLASTmedia has determined that pitching for a press tour two weeks prior to the tour dates is ideal. A month or so prior to the date is too far in advance for coordinating with press schedules and allows too much time for schedules to adjust prior to the tour dates. It’s a hard two weeks of pitching, but allows you to pitch at the most effective time, instead of spinning your wheels too far in advance.

Pitch in tiers. It isn’t always easy to know what kind of response you’ll get, so be sure to separate your press list into tiers, starting with top-tier and highly targeted outlets and working your way down. This formula also allows you to have a clean, open schedule for your most sought after meetings. No one wants to haggle with an outlet like the Huffington Post about timing!

Pick up the phone. Begin the relationship on a more personal level and pick up the phone to pitch for a press tour. It’s often hard, if not impossible, to truly portray the coolness of some products or services over email. Phone pitching allows you to “get real” with the press and tell them why it would work for them and their audience. Plus, you are more likely to establish a connection over the phone, making it easier to portray your message and learn what would be mutually beneficial for both your client and the journalist.

Preparing for a Press Tour

You’ve already done a lot of the grunt work by setting a framework for when the press tour will be and what your goals are. Make sure to follow these tips for the rest of the preparation process.

Schedule smart. Before setting definite times with any meetings, double check the location of the meeting to ensure that you have enough time for travel. Consider how long each meeting is expected to last and use several online map estimates to determine how much travel time is needed. Schedule to your advantage wherever possible.

Supply a briefing book. Clients want and need to know about the journalists and outlets with whom they’ll be meeting. Preparing your client for a press tour isn’t just about media training. Your clients needs to feel secure and confident about each journalist that he or she is meeting. Include all relevant information about the outlet and journalist, contact information, and any details that should be easily referenced before or after a meeting.

Know where you are going. Timing and travel can get crazy during a press tour. In many cases, your team will be in and out of cabs, up and down elevators and checking in at front desks with heavy-duty security. Have each address, including cross streets, both in written form and logged onto your phone. Being able to quickly yell the location of your next meeting to the cab driver saves you time and gets you to your next big meeting in a timely fashion.

Executing a Press Tour to Perfection

You’re there! Your plane has landed, your client is ready to cover the high points of his or her product, and the journalist is ready with ears open and laptop handy to take down all the details. Here’s what to do once you’re on the ground at a press tour.

Introduce your client. Introductions may seem small, but they are key in kicking off the meeting on the right foot. After shaking hands with the journalist, immediately introduce your client so they can begin building a relationship for the remainder of the meeting. Before the first meeting, ask your client how they prefer to be introduced. Is it important that you mention their title? Is there any other professional or biographical information they would like you to mention during the introduction?

Make it relevant. When relevant, chime in to suggest various angles where the product or service would fit. Make sure your suggestions are relevant to the outlet and what the journalist covers at that publication. If the outlet has a specific section that is right up your client’s alley, reference it to show that you are both familiar with the publication and were thoughtful in scheduling the meeting.

Ask questions, take notes. When something is unclear, speak up. Feel free to ask relevant questions where applicable during the meeting and, more importantly, take diligent notes. It’s going to be your job to follow up with these contacts when you’re back in the office, so be sure to have ample information to reference.

Leave a press kit. Prepare an electronic press kit with images, a press release, and any additional information on your client and any upcoming announcements. Leave the press kit and your business card with each journalist you meet to ensure that they have what they need to promote the brand.

If you are interested in learning more about how a press tour can benefit your brand, contact BLASTmedia’s Lindsey Groepper . Read more of our helpful PR tips to add even more depth and creativity to your current PR plans.

About The Author

Established in 2005, BLASTmedia is the only PR agency in the US dedicated to B2B SaaS, representing companies from growth-stage to publicly traded. BLASTmedia understands the unique challenges associated with scaling a SaaS business and uses media coverage and thought leadership campaigns to impact four primary pillars: investors, employees, partners, and customers.

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16 Tips For a Successful Satellite Media Tour

by Alex Hinojosa | Mar 9, 2016 | Marketing , Media Relations , Traditional Media

A satellite media tour (SMT) remains an effective public relations tactic that can often generate high-quality results that matter to your clients. However, an SMT in 2016 is very different from 10 years ago, back when we all had MySpace accounts. Today, across the PR services spectrum, it’s all about the PESO—the Paid-Earned-Shared-Owned model—and the same is true for an SMT.

Because things have changed so much over the last decade or so, I gathered our experienced team of television, radio, Internet and PR experts together to get their takes on what makes a mega client win…and mega migraine mistakes. Read on for their 16 tips:

Make sure your spokesperson didn’t do a SMT last month. This can directly impact the number and quality of bookings for your tour and it’s a more common problem than you might suspect. Make sure you ask your spokesperson or their agent if they’ve been featured in a media tour in recent months.
Optimize the time you have with your celebrity . A common error we see is paying a spokesperson for eight hours and only getting five or six hours of actual service, which can result in hundreds of thousands of lost media impressions for your client’s messages. In any contract with your talent, be sure to specify that the hours you pay for are exclusively for publicity appearances. Things like make-up and hair or travel to and from the location are not part of those hours.
Never underestimate the importance of B-roll for your SMT. TV and digital are both visual mediums. Pictures are critical when producing a compelling SMT segment. Good video helps tell your story. Without it, a news producer is left with a talking head. This is especially important for any taped interviews. You want your segment to be memorable. Good, compelling video will get your story aired. Without it, it could be forgotten on a shelf. Has your client had a recent commercial shoot? Maybe that raw footage is available. If not, KEF Media’s team can create those visuals for you. Read, “ Does Your B-Roll Distribution Meet the Viral Video Standard? ”
If possible, avoid television sweeps months. Television real estate is always at a premium, and that’s especially true during sweeps months —February, May, July and November—when Nielsen measures audiences to help TV networks and local stations set advertising rates. This matters to you because television media are especially busy during sweeps. Earned media interviews during sweeps without a truly compelling topic or talent can be particularly challenging. Luckily, there are integrated media tactics we can still use to get quality coverage.
Rethink settling on “Co-op” satellite media tours. Co-op satellite media tours typically feature three to five brands that a spokesperson presents over the course of a themed segment and are usually conducted as a result of budget restraints. There is a better solution if you’re considering a co-op tour! Thanks to technological advances and the PR industry embracing of PESO (Paid Earned Shared Owned ), a co-op media tour solution that better accommodates your client’s budget while delivering a better ROI should limit the tour to two parties to maintain message integrity.
Understand the decision making process in newsrooms. Whether they work in a TV, radio, print or Internet newsroom, the editorial decision-makers you want to reach need to know why their particular audience will be interested in your client’s story. Thus, a good media alert, tweet or phone pitch should boil down to a few concise, compelling sentences . Something that looks like a branded keyword-packed press release will only hurt media interest. Remember, the objective is to book the interview. Your spokesperson will deliver the messages during the interviews when the real audience you want is paying attention.
Branding on set should be limited. Load up the set with branding and watch producers cancel the interviews they booked. That’s what happens because those producers can see your satellite feed before they get to the interview. It’s the best way to kill what otherwise would be a successful tour. One brand mention and one brand visual are acceptable. If you have a client who insists on more than that, we can offer alternatives that will deliver what your client wants to see.
Leave enough lead time to execute a tour. Ideally, four to six weeks is sufficient. This often includes the agency account team consulting with us to determine the best tour tactics, topics, talent, timing and location. Of course, things aren’t always ideal. We’ve produced and executed satellite media tours in as little a few days and delivered excellent results.
Encourage your client and spokesperson to agree to the best interview time window. An analysis of two years of SMT bookings and conversations with media professionals tell us this: for a standard tour with the main target of television bookings, we recommend 8 a.m. to noon Eastern. Radio Media Tours book best between 7 a.m. and 11 a.m. Eastern. Internet Media Tours book best when done between 11 a.m. and 2 p.m. Eastern. There are always exceptions to these rules , especially when it comes to athletes and celebrities.
Pick a location set over a studio, if possible. Television is a visual medium. Producers are always interested in an SMT staged at a visually appealing location that lends itself to your spokesperson’s topic. Over the last year and a half, we’ve staged satellite tours from the Winter Olympics in Russia, Yellowstone National Park, Walt Disney World and the Super Bowl. But if you’re discussing something like lawn care, have your spokesperson do it from an attractive lawn. If it’s about car care, do it from a repair garage. When we stage media tours from locations , we always take things like weather, permits, and travel into account.
Don’t rule out satellite media interviews from foreign countries. If you are considering a satellite tour staged in a foreign country, know that it is eminently doable. Thanks to satellite and digital technology, the world is small now, at least from a communications stand point. But you also have to know the ropes because things are often much different in other parts of the world. Over 30 years, we’ve produced hundreds of tours from Asia, Australia, Europe, even Mt. Everest.
Be prepared for the broadcast news industry standard: Live to Tape interviews. When we staged our first tour 25 years ago, all of the interviews were live. While a good pitch will always get attention, live interviews are now almost exclusively reserved for celebrities and all-star athletes. For everything else (lifestyle, medical, financial topics), to-day’s commercial sensitive news producers overwhelmingly like to tape their interviews to see and hear what the message will look like. Then, those taped interviews air within a few days. What are the odds of your taped interview airing? Excellent! If a producer commits their anchors’ and crew members’ time to taping your segment, it’s because they like the topic and expect to air it.
Look for a hook. Timely, topical news hooks ensure media coverage so you should always be on the lookout for a hook. For example, if your client makes portable electric generators and the National Oceanic and Atmospheric Administration just predicted an unusually high number of hurricanes this season, there’s your SMT news hook. Media also love surveys and studies relevant to the interests of the average viewer, listener or reader. For example, if your client sells golf balls, commission a survey to determine the 10 worst gifts to give dad for Father’s Day and then stage the tour at a golf course the Wednesday before Father’s Day.
Don’t get ripped off. We often wonder how some of our competitors can charge so much for a satellite tour and deliver so little by way of results. They can get away with it because they know the agency representatives often don’t know what questions to ask. We’re always looking to partner with our clients and partners don’t take advantage of partners. We’ll work with you on your budget and deliver, we hope, results that exceed your expectations. That way, you’ll partner with us again.
Expand your target markets. “We want New York, Los Angeles, Chicago and it’s not a success unless we see those.” We’ve heard that many times and we’ll tell you straight up, for most clients, earned satellite media tour interviews in major markets is a fantasy. Clients should remember that even celebrities have trouble getting booked on local market TV programs in New York and L.A. So, an unknown doctor, like a podiatrist from Sheboygan that you hired to talk about foot odor prevention products has no chance. None. The smart scenario is to target as many markets as possible. We want eyeballs and ears, after all. But clients often insist on major markets so that’s one of the reasons we offer innovative tactics like “More In a Minute…”, a news package guaranteed to air in those major markets that typically don’t book SMTs.
Evaluate your bilingual spokesperson options. Whenever possible, have an English and Spanish speaking spokesperson. Spanish-language media is the fastest growing in America and people who speak Spanish also want to hear your client’s message. Bilingual spokespeople can be a great way to penetrate the tougher top 10 DMAs (especially LA, Dallas and Houston). We’ve seen earned interviews increase 50% in certain situations. This is also a good time to have two spokespeople (one English, one Spanish) who can rotate in and out of one chair on set during your Spanish SMT .

Keep these 16 tips in mind before you plan your media tour because they can dramatically increase the opportunities for big client wins.

Alex strives to develop and deliver shareable media impressions. Cut through the clutter and create memorable content with the potential to go viral! That was his mantra during his nearly two decades as a broadcaster for CBS Radio, iHeartMedia and ESPN Radio in major markets like Washington, D.C.; Atlanta, GA; and Tampa, FL during the emergence of digital media. Alex has been featured in the NY Post, PR Daily and numerous other publications.

Media Tours - Take your message on the road!

Most of our clients enjoy regular coverage in business media and in their trade. When you’re rolling out a new product, a new service, or a merger or acquisition announcement, it’s understandably straightforward to attempt to engage the media in true news.

For most growing firms however, and particularly in technology, venture and energy — our main practice areas — there’s not necessarily a hard of hard news to report. What there is at scaling tech, energy and venture backed firms is a treasure trove of leading thinking.

Showcase your thought leadership

We make sure your brain trust gets the media attention it deserves by organizing, scheduling and managing media tours. A media tour is an opportunity to meet casually with major media, often in a media town with a concentration of journalists such as New York or Houston. At the media tour, your key executive will take numerous meetings a day simply sitting down and briefing the journalist or analyst on the trends in your field.

Media tours mean relationships

While these do not always result in immediate coverage, they do result in something more valuable over time — a stronger relationship with journalists. Next time they do a story and need an expert quote from your area of strength, the fact that you’ve recently discussed trends over a cup of coffee or a glass of wine helps your leadership team become more quotable, source-able and bookable on talk show formats.

Our retainer clients enjoy regular media tours that help them stay top of mind with the top journalists in technology, energy, general business and venture.

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Top Tips For A Successful PR Media Tour

As PR agency professionals we rely heavily on digital communication, but face-to-face interactions like “deskside” meetings can be invaluable. A well-executed media tour, or series of one-on-one meetings with journalists, can establish genuine, long-term relationships. While the media might not become your new weekend brunch besties (although maybe down the line!), deskside visits help you and your brand stay top of mind. Here are some tips for a successful media tour.

Schedule meetings smartly. Propose a few specific dates so editors can let you know right away if they’re available. Look up travel times between meetings and add at least 15 minutes for leeway. Double-check your routes; remember, Google Maps is not infallible!

Do your research. Compile an itinerary, and a concise overview of the reporter’s beat, his or her background, recent articles and details of the publication. Familiarize yourself with the publications and develop a solid grasp of news within relevant industries so you can carry a knowledgeable conversation.

Overprepare. Your client or spokesperson should understand the goals of the desksiders and feel comfortable addressing questions, including tough ones. If the product is complex, make sure they can explain it in simple terms by rehearsing beforehand. If your meeting involves a product demo, obviously it should be tweaked, tuned, or otherwise prepped, and be sure to check the wireless connection at your destination where possible.

Overcommunicate. Confirm meetings the day before, even if you’re sure that everything is lined up. If you’re running more than five minutes late, let the editor know. Ask editors if they have a hard stop, and politely inform them if you do. If you’re with a colleague and one of you tends to be chatty, agree upon a subtle or overt signal on when to wrap up.

Pack mindfully. As a PR rep, you are there primarily to enable the media relationship, but any small emergency will fall to you as well. Besides hard copies of the briefing book, consider bringing items like tissues, an extra portable phone battery, water, mints, granola bars or other snacks, and an umbrella. If driving, check small details like loading your EZ-Pass for cash-free toll roads or researching public parking near your destinations.

Be engaged. All that attention to small details beforehand will help you stay focused during the meeting, contribute where appropriate, and keep your spokesperson steered in the right direction if the conversation veers off. Pay special attention to your client or spokesperson’s comfort level and responses, and offer constructive feedback after each meeting to help prepare for the next one.

Follow up and stay in touch. Send thank-you notes the day after, either by email or snail mail. If editors requested additional materials, share in a timely manner. Let them know you enjoyed meeting them and would like to know about potential pieces. Connect via LinkedIn or Twitter – check in occasionally to see what they’re working on!

Don’t panic. Inevitably, things won’t go exactly as planned. Think quickly and remain confident, or at least pretend to be! Once, in the midst of conversing with a client, I realized I was leading us towards a different subway station than I had planned. Thankfully, I managed to improvise the route to our next desksider without my client noticing. No matter what, keep smiling, remain calm, and stay focused on your goal.

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GROW! Marketing and Public Relations Tips

How to plan a media tour.

Every good pr professional knows that building solid relationships with the media is key to having a strong list of contacts to can call upon when needed. PR pros can meet new contacts via pitching , conferences and networking .

This Fall, GMG traveled to The Big Apple for a media tour with Costa Farms.

Find out how we made this tour a success.

in-person meetings .

In person meetings are important to building your company's brand loyalty. You have a brief opportunity to let the media know who you are and how you fit in. It’s essential that you’re not only familiar with the outlet you’re visiting, but how your company can offer something unique. Come prepared with a specific message or give influencers a sneak peek at your latest product — everyone loves a swag bag.

The Planning

Media tours take lots of planning, commitment and coordination. Garden Media visited six outlets in just one day while on tour with Costa Farms. Determine your ideal audience and identify the outlets that can help you reach those people. Decide where you want to go and then start reaching out to contacts and figuring out the logistics of making several visits to multiple outlets in a short time period. Double-check meeting locations and make sure you have enough time to travel from place to place.

Once the planning is done and you’re heading on your media tour, it’s time to start your whirlwind adventure! Make sure you’ve brushed up on facts about your influencers and have relevant pitches f or each outlet. Get to know the influencer and take notes, making sure you’re leaving the meeting knowing how you can help them.

Once you’re done, follow-up and stay in contact with your connections. Follow-up with relevant information, media kits and a brief thank you for their time. Now you just need to measure your results !

Topics: audience , branding , Media Relations , pitching , Media Tour

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How To Do A Media Tour

How well are you using public relations to promote your business?

In this program, we learned public relations from Nicole Jordan , Director, PR & Communications at the Rubicon Project .

Nicole Jordan

Nicole Jordan is a marketing and communications professional with 13 years experience. Her expertise spans mesh networking, consumer electronics, e-commerce, standards organizations, mobile content, venture capital, consumer behavior, internet advertising, social networking and entertainment.

Here’s an edited excerpt where Nicole talks about a media tour:

For PR people, media tours are a very disheartening process. They’re really exciting when you get good meetings with people who are relevant, reporters who are interested in you, especially new relationships.

But you have to call them and you have to pitch them. It’s like doing a cold sales call. It is absolutely no different. You look at what a reporter wrote. You see if there’s something that relevant to what you’re pitching. Their email is usually down at the bottom, it’s not too hard to find a reporter’s email.

It’s also not too hard to search and find a general phone number for Newsweek or Businessweek, or any of those. If you know the reporter you’re looking for, you call them, you catch them live, and say something like, “Hi, I’m calling from the Rubicon Project. I saw your story about media’s transition to digital and ad strategies. I wanted to talk to you about the Rubicon Project and the success we’ve had for Ganet, and USA Today….”

It’s a pitch process.

You send emails too, but keep them short, especially when the CEO at a small startup is doing double duty as a PR person, they tend to get overexcited and want to put everything into an email. And there’s nothing more scary to a press person than opening an email and seeing a wall of text.

The full program includes:

More about media tours.
Specific tools for doing public relations.
How to use awards to build your brand.
Discussion of what PR means today.
Andrew freaking out that PR is not a simple process.

Give your feedback:

Your turn to teach. If you’ve had a PR success or failure, tell us about it in the comments so we can learn from you.

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Radio Media Tours

A Radio Media Tour (RMT) is a time-efficient and cost-effective method for your spokesperson to spread your organization’s message to targeted regions or throughout the country in just a few hours.

The leading radio media tour company for earned media..

Radio Media Tours consists of a series of back-to-back phone interviews, effectively reaching millions of listeners in just a few hours. Our experienced staff is involved in every step of the RMT, from creation to execution, and will be on the line with the spokesperson during the Radio Media Tour to ensure success.

Radio Media Tours can target specific geographic regions, select radio formats, or a large national audience. Our seasoned publicists know radio and are on a first-name basis with radio station news directors and producers across the country, and have the ability to get your interview on the air.

A Lyons PR Radio Media Tour (RMT) service includes:

Drafting a media advisory and suggested interview questions
Targeting appropriate stations and networks
Personal and persuasive pitching
Dedicated, operator-assisted teleconferencing
Moderating of all interviews
Private webpage for clips and metrics
100% follow-up with participating outlets
Final broadcast usage report

Honest Tea's Seth Goldman live in studio as part of national radio media tour.

Radio Media Tour Tips & Resources

Preparing for your Radio Media Tour

How are interviews used?

Interviews are either live or taped. In many instances, outlets will pull soundbites from taped interviews and run them in newscasts throughout the day.

To learn more or plan a Radio Media Tour contact your Lyons PR team today.

SCHEDULE A Radio MEDIA TOUR

For assistance in planning an effective Radio Media Tour contact the Lyons PR RMT team today.

How Do I Promote My Book Using an Author Media Tour?

There are three primary media outlets authors can use to promote their books even before scheduling an author media tour:

Paid Media —You buy advertising spots on a platform owned by someone else, such as Amazon, Facebook, or radio stations.
Owned Media —You promote your book to your own email subscribers or podcast listeners.
Earned Media —You get featured on someone else’s platform without paying for it.

The art of getting earned media mentions is called PR or public relations. Thomas Umstattd, Jr.

Earned Media vs. Paid Media

Earned media is far more effective than paid media.

You will pay more attention to a book if the author is interviewed on a TV show you’re watching than you will to a commercial for the same book that airs between the show’s segments.

Authors don’t typically pay to be interviewed on TV shows, radio programs, or podcasts.

If people pay more attention to earned media and it’s free for the author, how can an author earn coverage for their media tours?

How can you get that free promotion for your book?

Author Saundra Dalton-Smith knows exactly how. She’s been featured in media outlets such as Prevention, MSNBC, Women’s Day, FOX, Fast Company, Psychology Today, INC, CNN Health, TED.com, and previously on Novel Marketing . She is a Board-Certified internal medicine physician, speaker, and award-winning author who schedules her own media tours.

How to Set Up a Media Tour for Authors

Thomas: We’d like to hear about the first media tour you did as an author. You’re a physician, but you decided to start writing and promoting your books through the media. What was it like to pitch a show for the very first time?

Saundra: My first media tour as an author was scheduled by my publicist ten years ago. Back then, publishing houses helped you promote your book. My publicist set it up, and I just had to show up and talk about my book.

That sounds lovely, but it was a fiasco. I had never been on radio, TV, or podcasts before and had no media training. It was horrible. I had no idea what to talk about or how to convert those opportunities into sales. Those early interviews were a waste of time.

Do publishers offer media training?

Thomas: I’ve never once heard of an author who received media training from their publisher. Publishers just don’t do it.

Media training is the first thing you do if you’re in politics. Your consultant will put you through media training before you make a fool of yourself in front of large crowds. Actors, musicians, and even NASCAR drivers get media training, but authors get thrown to the wolves.

Saundra: That’s certainly how I felt. The first few media interviews I had were horrible. When the interviews were done, I couldn’t even remember what we talked about. Did I even mention my book? It was so bad.

Tips for Author Media Tours

Thomas: You had to learn some lessons the hard way. What are some of the lessons you learned early on?

I imagine you learned to mention the name of your book. New authors without training often come to the end of the interview and realize they never mentioned their book title or website. If the listening audience never hears the title of your book, your interview will not impact sales.

Be Prepared for your Author Media Tour

Saundra: I quickly learned that I needed to know how I wanted the conversation to go. It’s important to have a goal. Don’t just jump into the interview expecting to answer whatever questions the host throws at you. You should have a few main points you want to cover in the interview.

I created a cheat sheet with all my main points on it. When I started, all my interviews were over the phone, so no one could see my notes. Of course, you don’t want to read your answers, but it’s a good idea to have an outline.

Thomas: Preparation is key. The more you prepare and practice, the cleaner each sentence will be.

But you don’t want to read your answers. As an interviewer, I don’t provide questions ahead of time because I don’t want my guests to write out their answers.

As soon as they start writing the answers, it kills the organic feel of the interview. It becomes stale.

But being familiar with what you want to say and saying it naturally and organically can be powerful.

Saundra: Many authors also aspire to be paid speakers at some point. I treat media opportunities like I do my speeches. They’re opportunities for me to get comfortable, think quickly, and not read my responses. I need to become familiar enough with my topic that I can talk about it without any notes.

Practice, Practice, Practice

Thomas: You also need practice. Many authors want to skip interviews with smaller podcasts, and go straight to the biggest podcast on their topic. But guesting on a podcast with a small audience is good practice.

It’s easier to get booked on a smaller podcast. Plus, if you get nervous and mess up, not many people will hear you. You’re able to practice in a safer environment while still being authentic. It’s still a real interview, but if it doesn’t go well, you don’t have to link to it on your website.

Saundra: That is such great advice. Every new book deserves to start with a small interview audience. You don’t know what questions people will have until someone asks about something you haven’t thought about. It’s helpful to have a barrier between you and a larger opportunity.

Every new book deserves to start with a small interview audience. Dr. Saundra Dalton-Smith

I tell authors to start by pitching small podcasts for the first few interviews about every new book. You’ll be able to start formulating ideas about what you want to say and how you want to say it.

If you have a horrible interview on a big stage, you may not want to promote your book anymore, which may cause you to miss future opportunities.

My media coach encouraged me to write in soundbites. It was difficult for me at first. I’m an author. Give me 50,000 words, and I’m good to go. I had difficulty figuring out what I wanted to say in so few words.

But I learned that most of us naturally talk in sound bites. When you listen to some of your old interviews, you can identify those nuggets that the person repeated back to you or tweeted. You can find some of those soundbites naturally.

Understand the Media Outlet

Thomas: It’s important to understand the format of the show you’ll be appearing on.

For example, if you have a three-minute segment on Fox News, every word out of your mouth has to be a soundbite. You may only have 30 seconds to say anything about your topic.

On the other end of the spectrum would be the Joe Rogan podcast, where he’ll let a guest talk for three hours. Between those extremes, there are thirty-minute podcast episodes like this one or ten-minute segments on a radio show.

Speak in Soundbites

Speaking in soundbites requires some practice. You must listen to your interviews and take notes on what you articulated well. If you captured a thought in a tight phrase, write it down and say it again in your next interview.

Start Small

Start on the smaller, longer podcasts. You don’t want Fox News to be your first interview. I had a friend who was interviewed on Fox News, and it did not go well. He was not ready. He hadn’t done the small-audience interviews leading up to it. Now no one will invite him on CNN or MSNBC. He missed his shot.

Saundra: Start with the small shows, and then you’ll have something to show the midsized shows and then the larger ones. But even with those smaller opportunities, act as if you are on Fox News.

What do podcasters look for in a pitch?

Thomas: Every time I get a legitimate pitch (not a copy-and-paste mass mailing type of pitch), I first visit their website to look at their media kit to see if they’ve done interviews on other shows.

As a podcast host, I’m listening for several things:

Are they articulate?
Can they capture what they’re trying to say in succinct sentences?
Are they well-spoken?
Do they have a good microphone?

The Right Equipment

If you want to be interviewed on Novel Marketing, you need a real microphone. You must sound like you’re in the studio. When I’m listening to sample interviews on someone’s webpage, I can quickly tell what kind of microphone they’re using. If they use their laptop speaker or a cheap gaming headset, I won’t invite that person to the show.

If you’ve pitched a show and gotten rejected, it may be because of your sound quality and audio gear.

The Topic Fits the Show

I evaluate how well the topic fits my show. As you’re pitching, remember that you’re pitching the topic as much as you’re pitching yourself.

Vague topics like “How I marketed myself as an indie author” are a big turnoff. You’ll never get on this show with that kind of topic. But if you send me a specific pitch like, “Here’s how I used email marketing to grow my list using this specific technique,” that will get you on the show.

Saundra, when I had you on the show last time , you pitched a specific idea about how you used a survey and a quiz to grow your mailing list. That’s the kind of specificity I look for.

Not all shows are looking for that specificity, but you must pitch a topic that catches the host’s attention.

How do I customize my pitch for each show?

Saundra: I’ve been on many different platforms, and I don’t use the same pitch for all of them. If I’m speaking on Fox News, I might talk about work-life integration and how that relates to rest.

If I’m pitching Fast Company , I might talk about how employees are leaving the company because they want a better work-life balance. Both pitches are under the same framework of “rest,” but they are completely different topics.

If I’m pitching Shape Magazine , I may talk about human performance and how rest helps athletes perform better.

You have to figure out how your topic applies to a particular audience so that they benefit from it. When you can convince a producer that you understand their audience and can serve their audience, you’re going to get selected.

Adapt Your Topic to the Show

Thomas: You need to adapt your topic to the particular show. Don’t expect them to do it for you. If you’re pitching me and haven’t adapted your topic for my show, I don’t know that you’re even able to.

Your examples are perfect, Saundra. You’re talking about the same topic of “rest” on each of these shows, but the benefits of rest are different for every audience.

A CEO will benefit from rest in a different way than an athlete.

When you give the time and effort to create customized pitches for each show, you demonstrate to that host that you know how to contextualize your topic for their audience in an engaging way.

How do I contact a podcast?

Saundra: I had to learn how to find the contact person for the show. Sometimes you pitch a producer, and sometimes you contact the show host or a guest coordinator.

The front-line point person’s job is to vet you and determine whether you’re a good fit for the show. Do everything you can to make their job easy and help them vet you quickly. Provide a media kit or send them to a press page on your website.

Thomas: We have several episodes on how to create an author press kit.

How to Create an Author Press Kit with Susan Neal
How to Create an Author Press Kit

You can also view Dr. Saundra-Dalton Smith’s press kit . Her press kit is one of the best examples of an author press kit I’ve seen in a long time.

That front-line screening person or guest coordinator doesn’t have the authority to say “yes.” They only have the authority to say “no.” Their job is to say “no” to 80% of the pitches that are the wrong fit. They pass the other 20% up the chain.

Your pitch has to be good enough to convince those screeners to present your case to the decision-makers in the organization.

What if I don’t hear back from the podcast?

Saundra: One of the biggest podcast interviews I’ve had took two years to schedule.

I pitched a top-five health podcast. I emailed back and forth with the guest coordinator several times. She said she would send my pitch on to the host, but I didn’t hear back for a long time.

A few years later, I pitched them again. In the meantime, I did another interview with a large TV station. I sent the podcast a sample of my TV interview, and I was able to get onto the show right away.

Keep Trying

If you don’t hear back immediately, you’re not necessarily getting a hard “no.” The show may be booked for the year. The bigger the show, the farther out they’ll be booked. So, unless you get a “no,” just keep trying.

Thomas: They may have already booked someone on a similar topic.

Novel Marketing is the longest-running book marketing podcast in the world. There is almost no topic that we haven’t covered. We’ve already talked about media tours for authors and getting booked on podcasts.

This is a topic I try to hit twice a year. I try to hit other topics, like email marketing every quarter because it’s more important for more authors.

The Timing May Simply be Off

If I had recently published an episode on “getting booked as a podcast guest” or “getting booked for a radio interview,” I might say “not now” to that pitch. If it’s someone I would love to have on the show, I ask them to pitch me again the following year.

Your topic needs to fit the rhythm of the show. It’s common to get a response like, “I wish you had reached out a week ago. We just booked someone on that topic. Maybe we’ll keep you in mind for next year!”

Sometimes they’re not saying no to you or your topic. They’re just saying no for this season. The more familiar you are with each media outlet you’re pitching, the more you’ll know what sorts of topics they feature and when they feature those topics.

If you want to pitch a seasonal topic like a buying guide for Christmas, you’ll need to reach out to that show or magazine at least six months ahead of time.

How do I craft a compelling pitch?

Thomas: Saundra, what other tips do you have for crafting a compelling pitch?

Personalize your pitch email.
Don’t just copy and paste your pitch. If it looks generic, nobody will invite you to their show.
Address the person by name.
Mention previous episodes of their show and why you think your topic would be a good fit.

Do Your Research

I’m a podcaster myself. I love it when a potential guest mentions a recent episode in their pitch. They might say, “I heard you talk about this topic in June. I have a similar topic, but it’s a little different, and this is how I approach it.”

I’m automatically drawn into that pitch because I know the person did some leg work. They have earned my respect and captured my attention. They’ve given me a reason to go deeper with them.

Thomas: Always listen to an episode before you pitch the show. You need to understand the style of the show.

For example, Fox News isn’t a good fit for most novelists. They host a combative show, where you may be on with four or five other people who have differing viewpoints. You need to be prepared for people to hate you.

It’s a different style than a one-on-one podcast interview between two people who mostly agree. You need to watch or listen to the show so that you understand what makes the show unique.

Tailor Your Pitch to the Unique Angle of the Show

When I receive an email pitch for Novel Marketing, I like to see that the person understands what makes my show unique. One of my goals for the show is to make every episode feel like a session at a writer’s conference. You leave with specific knowledge and actionable steps.

I don’t typically take pitches from authors who want to share how they went from being unpublished to published. That’s a great kind of episode, and I do it occasionally, but it’s not the nature of this show. Half the pitches I receive are from people wanting to share their publishing stories.

Create a Reader Magnet

Saundra: Another tip is to have a reader magnet ready for your interviews. Purchase a custom URL for that lead magnet. You want it to be easy to remember.

People often listen while they drive or exercise. They’re not at a desk or in front of a computer, ready to go to your website, so you want the URL for your lead magnet to be memorable and easy, so they don’t have to write it down.

Thomas: Podcasts often link to that free giveaway in the show notes. Some authors call it a “lead magnet,” others call it a “ reader magnet ,” and some even call it a “ cookie .”

Do you have a “cookie” for our listeners?

Saundra: I have a list of paid writing opportunities and marketing tips for authors. Go to www.ichoosemybestlife.com/authorsupport to sign up for my mailing list.

Thomas: That’s a clear benefit for people visiting your website. You’re giving authors a reason to visit your site and sign up for your newsletter.

How do I research podcasts for my author media tour?

Thomas: What advice do you have when it comes to researching potential shows to pitch? How do you find those small podcasts to get started on?

Saundra: Search iTunes, Spotify, or any big podcast website. Type in your topic and peruse the podcasts in the search results.

I search for “health,” “wellness,” or “mental health,” and then I see what shows come up in the search results.

Next, I visit the website of each podcast. On the website, look for a form you can fill out to be a guest on the show. Some sites only have a “contact me” page. I don’t recommend pitching on the contact page. I’ll usually send a quick one-liner through the contact form and ask what their process is for submitting a guest pitch. That way, if they have a form, they can point me in the right direction.

If you’re pitching a large podcast, there may not be any way to contact them on their site. In these cases, I sign up for their newsletter. When you sign up for their newsletter, you receive an email. I reply to that email and ask, “What is the process for submitting a pitch?”

Out of 100 pitches, I’ve only had about five podcasts that didn’t reply. Many of them replied with the name of the guest coordinator and an email address. Some said no, but I still received a reply.

Thomas: That’s a great way to start the conversation.

Tools for Finding Relevant Podcasts

Another tool I like to use is www.listennotes.com . It’s a search engine for podcasts, but it will also tell you how popular that podcast is. ListenNotes will tell you if the podcast ranks in the top 10%, 5%, or 1% of all podcasts. Podcasts are not like a YouTube channel, where you know exactly how many subscribers and views it has.

You can use the Novel Marketing podcast host directory , where you can find an email address for the podcast.

But I think it’s great for your first communication to an inquiry on how to submit a pitch the correct way.

Saundra: If you’re signing up for their email list, you’re now a subscriber. When you reply to that first email, they know you’re already a fan of the show. It already feels more personal. You’re not a stranger who’s just spamming everyone.

Thomas: Another way to get to know a podcast audience quickly is to look for a link in the footer of their website that says, “advertise with us.” That link will often have a PDF with information about the podcast, audience, the number of downloads, demographics, and the cost of advertising. That information can help you tailor your pitch to that podcast.

Saundra: Take the time to tailor your pitch to each show. Make sure your topic is not something they’ve covered recently. If it is, try approaching the topic from a new and different angle.

When I do my media pitches for a new book, I aim to send 20 pitches every week. That’s a lot of pitches, and it often takes me a full eight-hour day.

I try to stick with that pace of pitching for at least two months around my book release. After that, I do 10-20 pitches per month with the goal of consistently having two to three interviews every month for the rest of my life.

If I stop pitching my books and nobody talks about them, I won’t sell any books. That’s just the reality of it. Somebody has to be talking about your book for them to sell. You have to be the first cheerleader to get the word out there.

How and when do you schedule author media tour interviews?

Thomas: Walk us through your process of planning a media tour for an author like yourself. If your book is releasing in nine months, what’s your strategy?

Saundra: I’m in that process right now because I have a book coming out in September.

First, I count back three months from the release day. You can usually get a lot of podcast interviews scheduled three months out.

During those three months, I look at which podcasts I want to pitch and which shows are the best fit. I enter the information into a Google sheet or Excel file so that I can access it again in the future. If I ever write another book on a similar topic, I want to be able to go back and see which shows I pitched. I’ll usually divide the shows into different topic categories.

I log all the information for each pitch in my spreadsheet. I create columns for when I sent the email, whether I received a reply, and scheduled dates.

Sometimes you don’t get a response, not even a “no.” If they don’t respond, you can pitch them again in six months, but if you get a “no,” you can mark them off the list.

When a podcast doesn’t respond to your first pitch, how do you follow up?

Thomas: Do you send them a different pitch or the same pitch?

Saundra: I send a different pitch because I assume something must not have clicked with the first pitch I sent. They didn’t say no, but it wasn’t enough to get a “yes” either. I recommend mixing things up a bit and approaching the topic in a different way.

Don’t reply to the old email. Compose a fresh email and start a new conversation unless they had previously responded and said to check back later. in that case, I might use the same email just to refresh their memory.

Thomas: That’s smart.

After you identify podcasts that would be a good fit and start pitching, what happens next?

Saundra: During that first month, I try to send out at least 20 or more pitches per week. Sometimes I do it all in one day.

Even though you don’t want to copy and paste your pitch, you can have a template with some of the same general information. You don’t have to rewrite the whole thing every time, but the first part of the pitch needs to be customized to fit the show you’re pitching.

How do you organize your author media tour schedule?

Saundra: One of the mistakes I see authors make is not keeping track of the responses they get. They get excited about the pitching process, but when they start getting yeses, they don’t have a system in place to deal with the replies.

If a podcast agrees to interview you, you must be ready to schedule an interview on their calendar. You need to send them your media kit with your bio, headshots, social media accounts, and sample questions. If you don’t have those things ready to go, you will quickly get overwhelmed.

Your life will be simplified if you already have a media kit and a templated email reply. You have to be organized. You don’t want to be the person who doesn’t show up to an interview because it wasn’t on your calendar.

Using a Digital Calendar for Your Author Media Tour

Thomas: The first step to getting organized is to take that paper calendar you’ve been using since high school and throw it away. You need to move to a digital calendar. There are so many benefits.

First, set up the calendar so that it sends alerts to your phone and reminds you to show up for interviews. If you don’t show up for an interview, they’ll never have you back on the show, especially if it is a live show.

Digital Calendar Tools

I use Google calendar. Other options are Outlook or Apple calendars. Add everything you do in your life to that calendar. If you have a standing meeting on Tuesdays at 10:00 AM, put it in your calendar, and set it to repeat every Tuesday at 10:00 AM.

Once you have your whole life captured in a digital calendar, you can use the magical tool called Calendly . Calendly is a scheduling software that syncs with your digital calendar.

Most podcast hosts will already have a Calendly link ready to send you. Click on the link and schedule an interview time. If you have a digital calendar, Calendly will overlap with your calendar and show you when you’re both free. If the host doesn’t send you their Calendly link, you can send them yours.

Don’t get stuck emailing back and forth a hundred times, trying to find a date that suits you both. Nobody’s got time for that. But services like Calendly are only magical if you’ve already adopted digital calendaring and laid your paper calendar to rest.

Saundra: I live by my Google calendar. If it weren’t for that calendar, I would not accomplish anything. My life is laid out on that calendar. It’s absolutely necessary.

Thomas: Okay, so you’ve done your pitching, you’re getting rejections and invitations, and you’re scheduling interviews. What now?

How do you prepare for media interviews?

Thomas: If you have five interviews scheduled in one week, how do you prepare for those interviews?

Saundra: First, I make sure I have a lead magnet that would be helpful to the audience of that show.

Then, I listen to past interviews to get a feel for the host. You’ll have better conversations if you feel like you have some kind of affinity with them.

If you’re nervous about talking to the host, listening to past podcasts can help you grow accustomed to the host and will make you more comfortable in the interview. You start to feel like you already know the person.

Thomas: The key is to know the tone of the show beforehand. If the show is combative and argumentative, feel free to play the devil’s advocate. But if the show is about hugs and encouragement, don’t stir things up in your interview.

What advice about media tours would you give authors?

Don’t be afraid to enjoy your media tour. Dr. Saundra Dalton-Smith

Saundra: Enjoy it! I was so scared of saying the wrong thing, messing up, and forgetting what my book was about. When I go back and listen, I can hear my fear in the conversation.

There was no laughter or fun. It was monotone, and it wasn’t fun to listen to.

I’d tell younger self, “Enjoy the process! Have fun with it. You poured your life into this book! Now share it with people.”

Not everyone has to do PR, but if you choose to, then act like you enjoy it. It’s a privilege.

Thomas: Not every author has to do a media tour. Media tours are effective, but if the idea of talking into a microphone terrifies you, you’re not disqualified.

ven on the radio, listeners can hear your smile. If you’re grimacing or angry, they can hear it. But if you’re having a good time, you’re inviting the listener to have a good time with you. When you, the host, and the audience, have a good time, you’ll very likely be invited back.

To learn more about Saundra Dalton-Smith, visit her at www.ichoosemybestlife.com .

See Saundra’s Press Kit HERE
Sign Up for Paid Writing Opportunities HERE
www.ichoosemybestlife.com

How to Get Booked as a Podcast Guest

Podcast guesting gives you:

a high-credibility way to reach new audiences
the influence of a podcast without the work of starting your own
access to influencers you couldn’t reach any other way

You don’t need to hire a PR firm for $3000 to schedule your podcast interviews. You just need to know the secrets of pitching podcasts yourself. Once you start nailing interviews, other podcasters will start reaching out to you to invite you to their shows.

With this course, you will learn how to become a sought-after podcast guest with access to thought leaders and readers.

If you are ready to get your book the attention it deserves, this course is for you.

Featured Patrons

New May Patrons:

Terreece Clarke
David Tabatsky
Robbie Batman
Leslie Davis
Amanda J. Trumpower

You can become a Novel Marketing Patron here .

7 Secrets of Amazing Author Websites

In this free video course, you will learn how to craft a website that readers will love visiting.

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Recent episodes.

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Author Websites (108)
Blogging (62)
Branding (28)
Podcasting (14)
Public Speaking (15)
Social Media (92)
Advertising (26)
Copywriting (11)
Email Marketing (31)
Marketing 101 (13)
Marketing Psychology (13)
Strategy (71)
Audiobook Publishing (9)
Book Design (24)
Business Advice (54)
Conference Tips (16)
Crowdfunding (14)
Independent Publishing (50)
Productivity (51)
Traditional Publishing (24)
Writing Craft (152)

Want more help?

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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 2022 is very different from even 10 years ago. Today, across the PR services spectrum, it’s all about PESO – the Paid-Earned-Shared-Owned model – 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!

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

Industry Leaders in Satellite Media Tours

Satellite Media Tours

Co-Op Media Tours

B-Roll, Studio and Video Production

Virtual Events Platform

What media and clients say about us.

“We love your interviews and QUALITY….. yet it’s your D S SIMON MEDIA team that sets you apart and leads us to a YES for your segments…. we appreciate your GREAT TEAM” – Producer, network affiliate TV station

“We have worked together on countless projects and your teams are professional, committed to excellence and bring it home, every single time.” – Managing Partner, leading PR agency

“D S Simon Media is our preferred broadcast partner, having helped countless clients amplify brand campaigns and reach important consumer markets across the country. The team is nimble, thorough, and aggressive in the pursuit of results. We can count on them to always deliver.” – Executive, leading PR agency

PR's Top Pros Talk...

Our mission includes sharing best practices with the PR community. That’s why we launched the “PR’s Top Pros Talk…” video podcast series. If you or someone on your team would like to be on the show, email [email protected].

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Jerry Seinfeld’s media tour could’ve been a plot on ‘Seinfeld’

The comedian wanted to put his Netflix movie “Unfrosted” in the spotlight. He ended up there instead.

Jerry Seinfeld has been everywhere, talking to just about everyone, on late-night shows and morning ones, on podcasts and in newspapers — proving that when you move around a minefield, you’re bound to step on mines.

In the past two weeks, to promote his directorial debut “ Unfrosted ,” the 70-year-old comedian hit the media circuit with the vigor of a much younger man and the cantankerousness that fits his age.

GQ? Obviously. “The Rich Eisen Show?” Uh, sure, why not. He and a coyote expert were the first guests on “Everybody’s in L.A.,” John Mulaney’s live talk show on Netflix, and you could tell Seinfeld was a little cranky about having to be everywhere. “This is the weirdest show I have ever been on in my life,” he told Mulaney.

The following night, he appeared on “Saturday Night Live” as “A Man Who Did Too Much Press.”

“I gotta stop,” Seinfeld said behind the “Weekend Update” desk. “I know I can’t undo all the press I’ve done, but I want to help other people.”

His overexposure has been heightened by his complaints about political correctness, and his strident support for Israel as its military pummels Gaza. It’s a perfect storm of mild brouhaha — which is exactly how every episode of “Seinfeld” was constructed.

The sitcom’s brilliance came from the way seemingly disparate plotlines intersected. In one episode, George pretends to be a marine biologist to impress a woman, and Kramer takes up driving golf balls into the ocean. The aha moment comes when they collide and George finds himself extracting a Titleist from the blowhole of a beached whale.

In a sense, that’s what’s happening with Seinfeld now: unconnected events connecting. Here’s how this real-life episode came together.

The A plot: ‘Unfrosted’ hits Netflix

Everything that’s unfolded in the past few weeks is rooted in Seinfeld’s love of a sugary breakfast.

On May 3 he released a deeply silly Netflix movie about the creation of Pop-Tarts. “Unfrosted” stars several A-list comedians — including Jim Gaffigan, Bill Burr, Amy Schumer and Melissa McCarthy — alongside beloved actors like Hugh Grant and James Marsden.

The movie is a goofy lark, and it received tepid reviews from critics and audiences alike. Writing in The Washington Post, critic Ty Burr called it “ephemeral, edible, enjoyable, forgettable.” But it catapulted Seinfeld back into the conversation in a way that he hasn’t been since the ’90s.

After “Seinfeld” ended in 1998, the comedian had a blank check to do anything he wanted. As he told a clueless Larry King: “I was the number one show on television, Larry. Do you know who I am?”

But he let his ’90s omnipresence wane. He focused on stand-up comedy and sitcom cameos: “30 Rock,” “Louie,” “Curb Your Enthusiasm.” His talk show “Comedians in Cars Getting Coffee” pushed the spotlight onto his guests.

As for “Unfrosted,” Seinfeld claims that he “really didn’t want to do it,” as he told the Wrap in yet another interview.

The thing he didn’t want to do — but did anyway — then required him to do another thing he didn’t want to do, but did anyway: a media tour. This could’ve been the premise for a “Seinfeld” episode. And then the media tour itself thickened the plot.

The B plot: Seinfeld gripes about ‘PC crap’

In a New Yorker podcast last month, David Remnick asked Seinfeld how he deals with the heavier things happening in the world — such as Gaza — while making comedy. It’s worth reading Seinfeld’s response in full:

Nothing really affects comedy. People always need it. They need it so badly and they don’t get it. It used to be, you would go home at the end of the day, most people would go, “Oh, ‘Cheers’ is on. Oh, ‘M.A.S.H.’ is on. Oh, ‘Mary Tyler Moore’ is on. ‘All in the Family’ is on.” You just expected, There’ll be some funny stuff we can watch on TV tonight. Well, guess what — where is it? This is the result of the extreme left and PC crap, and people worrying so much about offending other people. Now they’re going to see stand-up comics because we are not policed by anyone. The audience polices us. We know when we’re off track. We know instantly and we adjust to it instantly. But when you write a script and it goes into four or five different hands, committees, groups — “Here’s our thought about this joke.” Well, that’s the end of your comedy.

Prominent right-wing figures, including Sean Hannity, began tweeting the audio. Elon Musk added the caption “Make comedy legal again!”

John O’Hurley, the actor who played urbane clothier J. Peterman on “Seinfeld,” went on “Jesse Watters Primetime” to claim that “we have lost our ability to be silly.”

Others criticized Seinfeld’s argument that political correctness or “woke” culture is killing the sitcom, pointing to several shows that are popular in part because of their vulgarity, such as “It’s Always Sunny in Philadelphia,” “Archer” and two by “Seinfeld” vets: “Veep” and “Curb Your Enthusiasm.”

Sitcoms aren’t the populist art form they were when the “Seinfeld” finale attracted 76 million viewers. But, as NPR TV critic Eric Deggans tweeted , that’s probably not because writers are afraid to make politically incorrect jokes: “Network TV isn’t spending money on scripted shows. The TV audience isn’t interested in old school sitcoms. There’s lots of other possible reasons for why there aren’t as many sitcoms on network TV and no evidence that wokeness has killed anything.”

Seinfeld has a history of griping about certain social standards forced upon him. In 2014, BuzzFeed asked Seinfeld about the fact that his guests on “Comedians in Cars Getting Coffee” were primarily White men.

“Oh, this really pisses me off. But go ahead. Really pisses me off.” Seinfeld said, adding: “Funny is the world that I live in. You’re funny, I’m interested. You’re not funny, I’m not interested. I have no interest in gender or race or anything like that.”

The next year, he said on “Late Night with Seth Meyers” that “there’s a creepy PC thing out there that really bothers me.”

The C plot: Pro-Palestinian protests erupt

As the PC conversation died down, Seinfeld gave the commencement speech at Duke University on Sunday.

The usually apolitical Seinfeld has been publicly pro-Israel since the Oct. 7 attack by Hamas . He’s signed an open letter in support of Israel. He visited Tel Aviv to meet with hostages’ families in December, and he’s posted several pro-Israel memes on Instagram. One caption reads, in part: “My heart is breaking from these attacks and atrocities. But we are also a very strong people in our hearts and minds. We believe in justice, freedom and equality. We survive and flourish no matter what. I will always stand with Israel and the Jewish people.”

In response, a few dozen students booed Seinfeld and chanted “Free, free Palestine” as he prepared to begin his speech. Then they filed out of the stadium.

Was it uncomfortable? Maybe for some people. Maybe even for Seinfeld, who declined to comment for this story. But in the speech he defended discomfort as an essential part of living.

“The slightly uncomfortable feeling of awkward humor” is “not something you need to fix,” he told Duke graduates.

He added: “I totally admire the ambitions of your generation to create a more just and inclusive society. I think it is also wonderful that you care so much about not hurting other people’s feelings in the million and one ways we all do that.”

But he suggested there was a fine line between constant comity and humorlessness.

“Do not lose your sense of humor,” Seinfeld said. “You can have no idea at this point in your life how much you are going to need it to get through. Not enough of life makes sense for you to be able to survive it without humor.”

The aha moment?

The critics weighed in. The protesters weighed in. The whole of social media weighed in. But this is Jerry Seinfeld. Those mines he stepped on exploded only with strawberry filling. “Unfrosted” has spent nearly two weeks as one of Netflix’s most-watched movies, according to the streaming service.

Seinfeld has sworn he has no interest in making another film, or even recording another stand-up special. He just wants to tour, to do comedy, to continue making people slightly uncomfortable, and therefore to continue being slightly uncomfortable himself. He has around 40 stand-up dates upcoming, from Louisville to Perth, Australia.

Whatever he’s doing works for him, so why would he change? Maybe he’ll pull a Titleist out of a blowhole once in a while, but he doesn’t need to. As he told Duke’s graduating class: “I am 70. I am done.”

A previous version of this story misstated the body of water into which "Seinfeld" character Kramer hit golf balls. This version has been updated.

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Childish Gambino Announces ‘New World Tour’ Dates, Drops New Version of ‘3.15.20’ Album and Video

By Jem Aswad

Executive Editor, Music

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NEW YORK, NEW YORK - MAY 06: Donald Glover attends The 2024 Met Gala Celebrating "Sleeping Beauties: Reawakening Fashion" at The Metropolitan Museum of Art on May 06, 2024 in New York City. (Photo by Aliah Anderson/Getty Images)

Childish Gambino — aka multihyphenate Donald Glover — doesn’t do anything by half, and as he promised last month , he has dropped a new version of his surprise release “ 3.15.20 ” (which quietly dropped in March 2020), under its original title “Atavista,” dates for “The New World Tour,” a massive trek through North America, Europe, Australia and New Zealand, launching in August. He also released a video for the album’s song “Little Foot Big Foot,” directed by Hiro Murai, featuring Young Nudy.

Popular on Variety

The loaded announcement recalls the Saturday evening in 2018 when he not only hosted “Saturday Night Live” — appearing in nearly every sketch as host and twice as musical guest — but he dropped the complex “This Is America” song and video during the show.

The album, which features songs with Ariana Grande, Summer Walker and others, has been expanded with two new tracks. Its confusing original release took place in the first days of the pandemic, when Glover quietly posted it on a website without song titles, playing on a constant loop, before removing it around 12 hours later. The following week, he officially released it without fanfare or even detailed credits on streaming services.

Arriving as it did at the very beginning of the pandemic lockdown, the album soon faded from the memories of the people who’d noticed it at all. However, based on a conversation posted last month on his Gilga Instagram platform , he released the album in that way because it was unfinished and he simply wanted it to exist in case the world ended.

Tickets go on sale to the general public beginning Friday, May 17 at 10am local time. Fans can also sign up for early access to tickets via the artist presale. American Express Card Members can purchase tickets before the general public for North American, Australian and select UK dates. Presale start and end times will vary by market, check your local listings at thenewworldtour.com. Terms and conditions apply.

Atavista (3.15.20 reimagined versions) Tracklist

01. Atavista

02. Algorythm

03. Time feat. Ariana Grande

04. Psilocybae (Millennial Love) feat. 21 Savage, Ink & Kadhja Bonet

05. To Be Hunted

06. Sweet Thang feat. Summer Walker

07. Little Foot Big Foot feat. Young Nudy

08. Why Go To The Party

09. Human Sacrifice

10. The Violence

11. Final Church

NORTH AMERICA 2024

Sun Aug 11 – Oklahoma City, OK – Paycom Center *

Mon Aug 12 – Kansas City, MO – T-Mobile Center *

Wed Aug 14 – Milwaukee, WI – Fiserv Forum *

Thu Aug 15 – Columbus, OH – Schottenstein Center *

Sat Aug 17 – Detroit, MI – Little Caesars Arena *

Sun Aug 18 – Toronto, ON – Scotiabank Arena *

Tue Aug 20 – Pittsburgh, PA – PPG Paints Arena *

Wed Aug 21 – Philadelphia, PA – Wells Fargo Center *

Fri Aug 23 – Boston, MA – TD Garden *

Sat Aug 24 – Uncasville, CT – Mohegan Sun Arena *

Mon Aug 26 – Brooklyn, NY – Barclays Center *

Tue Aug 27 – Brooklyn, NY – Barclays Center *

Thu Aug 29 – Washington, D.C. – Capital One Arena *

Fri Aug 30 – Raleigh, NC – PNC Arena *

Sun Sep 1 – Nashville, TN – Bridgestone Arena *

Mon Sep 2 – Atlanta, GA – State Farm Arena *

Wed Sep 4 – Tampa, FL – Amalie Arena *

Thu Sep 5 – Sunrise, FL – Amerant Bank Arena *

Sat Sep 7 – New Orleans, LA – Smoothie King Center *

Sun Sep 8 – Houston, TX – Toyota Center *

Tue Sep 10 – Austin, TX – Moody Center *

Wed Sep 11 – Dallas, TX – American Airlines Center *

Fri Sep 13 – Denver, CO – Ball Arena *

Sat Sep 14 – Salt Lake City, UT – Delta Center *

Mon Sep 16 – Phoenix, AZ – Footprint Center *

Wed Sep 18 – Los Angeles, CA – Crypto.com Arena *

Thu Sep 19 – Los Angeles, CA – Crypto.com Arena *

Sat Sep 21 – San Francisco, CA – Chase Center *

Mon Sep 23 – Vancouver, BC – Rogers Arena *

Tue Sep 24 – Portland, OR – Moda Center *

Wed Sep 25 – Seattle, WA – Climate Pledge Arena *

Sun Sep 29 – Edmonton, AB – Rogers Place *

Wed Oct 2 – St. Paul, MN – Xcel Energy Center *

Thu Oct 3 – Chicago, IL – United Center *

EUROPE/UK 2024

Thu, Oct 31 – Lyon, FR – LDLC Arena #

Sat, Nov 2 – Milan, IT – Unipol Forum #

Mon, Nov 4 – Cologne, DE – Lanxess Arena #

Wed, Nov 6 – Hamburg, DE – Barclays Arena #

Fri, Nov 8 – Oslo, NO – Oslo Spektrum #

Sun, Nov 10 – Copenhagen, DK – Royal Arena #

Tue, Nov 12 – Prague, CZ – O2 arena #

Wed, Nov 13 – Berlin, DE – Uber Arena #

Tue, Nov 19 – Paris, FR – Accor Arena #

Thu, Nov 21 – Munich, DE – Olympiahalle #

Sat, Nov 23 – Brussels, BE – ING Arena #

Sun, Nov 24 – Amsterdam, NL – Ziggo Dome #

Tue, Nov 26 – Manchester, UK – AO Arena #

Thu, Nov 28 – Glasgow, UK – OVO Hydro #

Sat, Nov 30 – London, UK – The O2 #

Sun, Dec 1 – London, UK – The O2 #

Tue, Dec 3 – Birmingham, UK – Utilita Arena #

Thu, Dec 5 – Dublin, IE – 3Arena #

AUSTRALIA 2025

Tue, Jan 28 – Auckland, NZ –Spark Arena #

Sat, Feb 1 – Brisbane, QLD – Brisbane Entertainment Centre #

Tue, Feb 4 – Sydney, NSW – Qudos Bank Arena #

Wed, Feb 7 – Melbourne, VIC – Rod Laver Arena #

Sat, Feb 11 – Perth, WA– RAC Arena #

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PGA Tour a “lonely place” compared to European circuit, per DP World Tour pro

Scotsman Robert MacIntyre, who earned PGA Tour status this year, referred to the American based circuit as a “lonely place.”

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Thanks to his superb play on the DP World Tour a season ago, which included a runner-up finish to Rory McIlroy at the Genesis Scottish Open , Robert MacIntyre earned PGA Tour membership for the 2024 season.

But playing on the PGA Tour has not been the best experience for MacIntyre, compared to the comfortable confines of the DP World Tour.

“It’s completely different,” MacIntyre explained to Bunkered , a Scottish golf publication.

“When you’re on the DP World Tour, it’s very friendly. Everyone is together. We’re all traveling the world. If we’re struggling with certain things, we speak to folk around us.”

So far this season, MacIntyre, who played in his first Ryder Cup in 2023 and did not lose a match, has only two top-10 finishes to his name. He tied for sixth at the Mexico Open and eighth at the Zurich Classic of New Orleans.

But he missed the cut at The Players Championship and did not qualify for The Masters . He also has not met the criteria to play in any Signature Event so far this season. Instead, he tied for 32nd at the Puerto Rico Open, held when Scottie Scheffler triumphed at Bay Hill.

MacIntyre will also play at the Myrtle Beach Classic this week, not the Wells Fargo Championship , which bodes an elite 69-player field.

“You come out here to the PGA Tour, and it’s all so unfamiliar,” added MacIntyre.

“There’s less chatting. There’s less dinners. There’s just less of that big family feel that you get on the European Tour.”

The European Ryder Cup team specifically prides itself on team camaraderie and chemistry. By extension, those principles spread the DP World Tour, where the top European players rise through the ranks.

“Sitting in player dining, you do it in Europe and you’ve got all the Scottish boys, you’ve got all the British boys,” MacIntyre added.

“A lot of the European guys, if you’re sitting on your own, they will come and join you... Out [on the PGA Tour], because you don’t know many folks, you don’t know them in that same kind of depth, they don’t come to sit with you. It does become a lonely place on the golf side of it.”

The golf courses are obviously different, too.

“It is what it is. You’ve got to get on with it. There are a lot of other things. New golf courses,” MacIntyre explained.

“Over here, they are pretty much all new, and then you’ve got the different grasses. Obviously, I was not brought up playing a lot of Bermuda, grainy grass, pitching, putting. It’s just completely different. But it’s a learning curve.”

Hopefully, MacIntyre’s experience of playing golf in the United States will improve as time passes. But for now, the Scotsman continues to struggle to grow accustomed to the difficulties of American professional golf—something that numerous European players have toiled with before and likely will do so in the future.

Yet, the Scotsman knows that plenty of opportunity awaits within the 50 states.

“It’s a great place to play golf. It’s obviously where the best players in the world are. It’s where you can make more money,” MacIntyre said.

“It’s a different environment for me, but I’m just trying to enjoy it as much as I can and learn as much as I can, week in and week out.”

Jack Milko is a golf staff writer for SB Nation’s Playing Through. Be sure to check out @_PlayingThrough for more golf coverage. You can follow him on Twitter @jack_milko as well.

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It's on this premise that media tours were established, and it's precisely why, in today's era of digital communication, media tours are still a valued facet of PR strategy. What exactly is a media tour, anyway? A media tour consists of several casual one-on-one "meetups" with a company thought leader (often an executive) and a member ...
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And as social media influencer Brian Fanzo says, "Social media was not built to replace a handshake." Enter the media tour, one way to get your brand's story and its executives in front of journalists in multiple locations. Several themes emerged when we asked PR pros to provide nuts-and-bolts tips and must-haves for conducting media tours today.
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A media tour can be an effective tool in managing a crisis. Company representatives -- preferably as senior an executive as possible, and not a PR flack -- can answer questions and help the company's side of the story out to the public.
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As PR professionals, it's our responsibility to secure those crucial face-to-face meetings with press when our clients have important new offerings. Getting a journalist at an outlet like the New York Times, ... Preparing your client for a press tour isn't just about media training. Your clients needs to feel secure and confident about each ...
3 Tips For A Killer Media Tour
3 Tips For A Killer Media Tour. The media tour has been around for nearly as long as the PR industry. It helps build relationships between a brand spokesperson and multiple journalists over a short period of time. The term is a little misleading, however.
16 Tips For a Successful Satellite Media Tour
A satellite media tour (SMT) remains an effective public relations tactic that can often generate high-quality results that matter to your clients. However, an SMT in 2016 is very different from 10 years ago, back when we all had MySpace accounts. Today, across the PR services spectrum, it's all about the PESO—the Paid-Earned-Shared-Owned model—and the same is true for an SMT.
Are Media Tours Right For Your Brand?
As with most things related to public relations (PR), the short answer to the question of whether or not a media tour is right for your brand is simply that it depends. Many deem the deployment of ...
What Is A Satellite Media Tour?
A satellite media tour is a series of TV, radio and online interviews conducted in a single day from a single location. It allows your spokesperson to be interviewed by multiple outlets around the country without the expense of traveling to each market. Interviews are typically booked in 5-10 minute windows.
Media Tours
We make sure your brain trust gets the media attention it deserves by organizing, scheduling and managing media tours. A media tour is an opportunity to meet casually with major media, often in a media town with a concentration of journalists such as New York or Houston. At the media tour, your key executive will take numerous meetings a day ...
Top Tips For A Successful PR Media Tour
As PR agency professionals we rely heavily on digital communication, but face-to-face interactions like "deskside" meetings can be invaluable. A well-executed media tour, or series of one-on-one meetings with journalists, can establish genuine, long-term relationships. While the media might not become your new weekend brunch besties (although maybe down the line!), deskside visits help you
Satellite Media Tours
A Lyons Satellite Media Tour (SMT) connects brands, organizations, and subject matter experts with broadcast outlets around the country. We offer three different types of SMTs: in-studio, on-location or virtual (via Zoom). Producing SMTs around the country and around the globe, our expert team always uses its breadth of experience to secure top-tier and targeted
How to Plan A Media Tour
Media tours take lots of planning, commitment and coordination. Garden Media visited six outlets in just one day while on tour with Costa Farms. Determine your ideal audience and identify the outlets that can help you reach those people. Decide where you want to go and then start reaching out to contacts and figuring out the logistics of making ...
How To Do A Media Tour
Her expertise spans mesh networking, consumer electronics, e-commerce, standards organizations, mobile content, venture capital, consumer behavior, internet advertising, social networking and entertainment. Here's an edited excerpt where Nicole talks about a media tour: For PR people, media tours are a very disheartening process.
Uncovering the Benefits of a Satellite Media Tour
A Satellite Media Tour (SMT) is a broadcast PR tactic used by PR agencies, corporate communications departments, and non-profit organizations. It effectively communicates key messages across many television channels in consecutive order within one day's time, making television satellite media tours an invaluable tool for reaching a wide audience.
Radio Media Tours
A Radio Media Tour (RMT) is a time-efficient and cost-effective method for your spokesperson to spread your organization's message to targeted regions or throughout the country in just a few hours. The leading Radio Media Tour company for earned media. Radio Media Tours consists of a series of back-to-back phone interviews, effectively reaching ...
How to Conduct Your Own Media Tour (without hiring a PR Firm) With Dr
Owned Media—You promote your book to your own email subscribers or podcast listeners. Earned Media—You get featured on someone else's platform without paying for it. The art of getting earned media mentions is called PR or public relations. Thomas Umstattd, Jr. Earned Media vs. Paid Media. Earned media is far more effective than paid media.
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 2022 is very different from even 10 years ago. Today, across the PR services spectrum, it's all about PESO - the Paid-Earned-Shared-Owned model - and the same is true for an SMT.
D S Simon Media
We help clients get their stories on television, through satellite media tours and by producing and distributing video content to the media. HOME; SMTs. ... PR's Top Pros Talk…Satellite Media Tours - Doug Simon. PR's Top Pros Talk…Travel - Kristen Vigrass. PR's Top Pros Talk…Travel - Ali Lundberg.
Co-op Media Tours
MULTIVU CO-OP MEDIA TOUR FEATURES. Guaranteed National Placements such as Coffee with America, Daily Flash, Newswatch, Passport Mommy and more. Media Tour Hub: ♦ Templated landing page with custom URL for easy sharing. ♦ Distribution to PR Newswire's unmatched US1 wire with more than 14,500 websites, media outlets, and 20,000+ vetted ...
'Damage control spiraling out of control': Tapper details Gov. Noem's
CNN's Jake Tapper discusses Gov. Kristi Noem's (R-SD) controversial book where she discusses shooting her dog and her "disastrous" media tour that led to her removal from former President ...
Jerry Seinfeld's media tour could've been a plot on 'Seinfeld'
In the past two weeks, to promote his directorial debut "Unfrosted," the 70-year-old comedian hit the media circuit with the vigor of a much younger man and the cantankerousness that fits his age.
Conti Communications Is Seeking A Fashion PR Intern In New York, NY
Conti Communications is a PR and strategic communications consultancy firm based in New York, with an office in Paris, France. Our clients span across the fashion, beauty and luxury sectors in ...
Childish Gambino Announces Tour Dates, Drops New Version of ...
Childish Gambino — aka Donald Glover — announced a world tour and released a new version of his '3.15.20' album, to be followed by another album. ... Variety is a part of Penske Media ...
News
In the semi-finals, they produced a 2-0 (21-16, 21-13) win over Puerto Rico's Arnaldo Torres & William Rivera. Third-seeded Cory & Harrison settled for the bronze after a 2-0 (21-17, 21-16) sweep of the third-place game against Torres & Rivera. Men's results and standings. 2024 Varadero NORCECA Beach Volleyball Tour 🥇🥈🥉 MEN
Vokey WedgeWorks Launches 2024 L Grind
CARLSBAD, Calif. (May 15, 2024) - The new Vokey Design WedgeWorks L Grind, a tour-proven low bounce lob wedge, is now available. titleist.co.uk United Kingdom Asia Australia ... Media Center by pr.co ... Search the entire Titleist Media Center Find news releases, media kits and clippings.
PGA Tour a "lonely place" compared to DP World Tour, per Ryder Cupper
Thanks to his superb play on the DP World Tour a season ago, which included a runner-up finish to Rory McIlroy at the Genesis Scottish Open, Robert MacIntyre earned PGA Tour membership for the ...