Pairing Audio News Releases with Satellite Media Tours
One of the more fascinating aspects of public relations these days is the recognition and acceptance of today’s complex omnichannel distribution model. It’s no secret that practitioners like you and I are inundated with a litany of options and scenarios to consider for any campaign. With scope and goals custom to each project, this new playing field requires us to strategize before executing.
I wrote in my last blog post how paring audio news releases with radio media tours is like adding an enhancer to your workout beverage. As implied, an ANR distribution will boost results. ANRs provide us the opportunity to script messaging that penetrates target markets for optimum awareness and impact. Building off a scheduled set of earned interviews from a radio media tour, the scripted and controlled placement of an ANR further guarantees editorial content to a large audience and typically includes a call to action.
It’s super effective.
In the above scenario, we make the conscious decision to double-down on radio, making sure that audience vertical is blanketed with coverage. If your campaign lacks a visual element or your spokesperson is better suited off camera, this approach makes the most sense.
But what if you had a great visual element or spokesperson who is considered a celebrity, star athlete or known influencer? What if your topic and editorial content were so unique and timely, TV coverage was within reach? Well, then my friend we would counsel your team to consider a Satellite Media Tour (SMT). And like before, we would not suggest this tactic in a vacuum.
My colleague and media relations manager, Dana Hildner, wrote a thorough post about tips for delivering a successful Satellite Media Tour. In it, she cautions not to underestimate the importance of B-roll, since TV is a visual medium. Station producers would, of course, want the most compelling footage. With B-roll as a critical component to any tour, DEFINITION 6 will automatically supplement your SMT with an ANR because we recognize the importance of varying messages’ channels.
Since all Satellite Media Tour projects will include radio interviews, attaching an ANR package is both logical and crucial for making sure your message reaches the masses.
Here is where things get really fun! What if there were a way to create a visual representation of your tour’s ANR script, so you can further distribute messaging on your website, internally, or to your social channels? A Visual Audio News Release (vANR), is a product DEFINITION 6 developed to do just that. We can take your 30 or 60-second script and edit in B-roll and/or animated graphics to make your message come to life.
Here is an example: Visual ANR v(ANR)
Creative, multi-purpose tactics in this fashion homogenize your campaign between broadcast and digital channels. Instead of operating in a silo, we’ll advise wholistic ways to take your media tour to the next level. Even as something as simple as an ANR or as detailed as a full-scale media tour, the attention to detail on the front end makes all the difference for dynamic and plentiful media coverage results.