Three tips for a marvellous media tour
I consider myself lucky in that I like pretty much every element of my job (I even find doing press clippings soothing). However, events are hands down my favourite. From press launches to trade shows, to media tours, when it comes to event organisation I am first with my arm up.
For a new client or a company that is pivoting into a new area, a media tour is a great way to make a splash in a new media sector. For a longstanding client, it can be used to build on existing relationships with journalists and keep their company on the radar of important journalists.
Comms365 is a longstanding Neo client and it has recently enhanced its connectivity offerings and moved into the Internet of Things space. Given the innovation we were seeing from the company itself, we were keen to make sure that this was reflected in the way it was covered in the telecoms media.
So, in February, ahead of Mobile World Congress, the world’s biggest mobile trade show, with IoT connectivity tipped as one of the hottest topics for the show, we planned a media tour to boost their visibility with journalists in the sector. Following two weeks of pitching, five briefings and over 20,000 steps later it was mission accomplished. With the tour a resounding success, here is our guide to a successful media tour.
1. What’s the story?
It sounds obvious but having something interesting to say is an absolute must. The media landscape has shifted and with smaller editorial teams and the constant deadlines that are a result of online publications, it is often difficult for a journalist justifying taking time out of the office to meet with a company face-to-face. Before we even thinking about picking up the phone, we must be armed with an answer to ‘Why should I meet with your client?’ and ‘because they’re in town for the day’ just isn’t going to cut it. We work with our clients to pull out the most interesting things they can say on their industries hottest topics to create tailored pitches for every journalist they are looking to meet.
2. Have a cunning plan
I feel like the phrase ‘never work with children or animals’ needs expanding to include public transport and other people. It is a given that even with the best will in the world, something will go wrong. From train strikes to a breaking news story that keeps a journalist stuck in the office, we make sure we have contingency plans in place. We brief our clients in advance so they are ready for anything the day throws at them. We balance squeezing as much as possible into the day with leaving time buffers to combat overrunning briefings or trains. Our bags are filled with everything from water, to battery packs, iPads, tissues, plasters and briefing notes. This means whether we’re stuck on the northern line or a couple of meetings fall through at the last minute, we still have a successful and productive day.
3. The knock-on effect
I began my career in Tech PR because I love technology. As the ‘techie’ in the office, my favourite part of a media tour is hearing my client talk in detail about the latest innovation and opinion in their industry. Aside from the immediate benefits of meeting with journalists, a media tour gives your PR team a chance to hear about different and new parts of your business, the areas where your company can really stand out as a thought leader and spark creative ideas to fuel the wider PR campaign over the next few months.
Don’t take our word for it – listen to Nick Sacke from Comms365 talk about how successful their media tour was…
Interested in hearing more about our PR services and what we can do to drive forward your campaign? Get in touch – firstname.lastname@example.org.