Media Tours: A Quick PR Guide

Photo by Vanilla Bear Films on Unsplash

As a communications agency, one of our essential jobs is to create and maintain a relationship between our clients and the media, to keep journalists interested, and to generate effective coverage for the client. Regular interaction with journalists is important to put a face to your brand, establish trust, and share and discuss complex information. It is often through personal contact that misunderstandings with journalists can be avoided. However, with the exception of impromptu bump-ins, such as at conferences, most interactions with journalists are few and far between. While there are several ways of setting up conversations and interviews, one worthwhile way of increasing interaction is through a media tour. But what’s that, you may ask?  

It’s simply a series of (live) meetings and interviews (sometimes in different cities, rarely different countries) between the representative or spokesperson of a company and selected media outlets. A roadshow for journalists and a platform for companies, so to speak. Media tours are a tactic to get the right message across, create a bond between companies and journalists, generate a deeper understanding of products, people, and the vision and mission behind the brand. It can be an informal background conversation, a first meeting, or an interview, which will create some media buzz as a direct result.

In this quick guide, we are going to give you some tips on how to set up a successful media tour. Let’s get started!

First things first, preparation is key!

• Define the key messages of your media tour

This is the first and most important step of organizing a media tour. Will a media tour be just as interesting to you as to the journalists? Think about your needs, as a media tour is not just about answering questions, it’s about what you want to convey to the media and how you will do so. Following this line of thought, managing expectations to avoid misunderstandings is crucial. Be very clear with the journalists about what you are offering: What language will be used? Is it a 1:1 interview they can print, air, or podcast? Or do you rather plan on having an (informal) background conversation? In addition, manage your own expectations: the interviews or meetings are not a guarantee for immediate coverage or success. It’s primarily about building relationships.

Space dog tip: Brainstorm and clearly define with your company or start-up what the media tour is about and how important points of your message will be highlighted.  

• Decide on the tour format 

Virtual or live? That is the question. This pandemic showed us that almost everything is digitally possible, so take the time to decide what’s best depending on the distance you want to cover and your time schedule. 

This leads us to the next point: select relevant media.

• Select relevant media 

Not every media will be relevant to you, because of the audience, reach, topics covered, and more. Research and select media that have the format you are looking for (i.e. interview, podcast, TV, etc.). If the media tour is in-person and not virtual, you must find out exactly where media outlets are located, in order to plan and create a realistic route.

Space dog tip: Sometimes, you may think that a country-wide media tour is a great idea and that the trip will go smoothly. However, perhaps it’s better to first consider media outlets that are located within the same city or area because tours are always unpredictable and changing. A really tight schedule can be a recipe for disaster. In Germany, for example, we have four to five media hotspots, depending on the type of outlets you’d like to reach: Hamburg, Munich, Berlin, Cologne, and Frankfurt - focus on these, and select two to three cities you’d like to visit. 

• Make the process hassle-free for the journalist

What’s best for the journalist? That is the question you have to keep in mind. Meeting the journalist at their office, to make it more convenient for them is a great way to build a good relationship with that media outlet. It’s best to show and demonstrate products if possible. Journalists prefer to see these in real life (or virtually) to get a feeling of how things work. Think about suitable places to show and demonstrate products that cannot be brought to the media outlet, but don’t forget to make the meeting point as convenient as possible for the journalist. Adapting to journalists is essential - after all, they are very busy bees.

Space dog tip: Send reminders before meetings! Journalists are very busy, and things can be forgotten in the constant flow of events and emails.

• Schedule appointments and organize the meetings

You must have everything mapped out: the precise addresses, travel plans, and time slots.  Organize everything as early as possible in order to minimize hiccups, and accommodate as many journalists as possible with precise dates and locations. It’s important, of course, to communicate the schedule with your company’s spokesperson, so they are ready and prepared.

Space dog tip: Creating a media tour agenda and brief is the best way to compile all the information you need. From travel times to information about the journalists, this brief will be your best friend during the tour! Find a template from Laika here.

• Preparing the spokesperson 

If deemed necessary, a media training can be scheduled beforehand. Preparing the spokesperson can also be a moment to build a relationship and spend some quality time with them. Prepare information for them about the outlets you will be meeting, the journalists, and expected questions. Train and challenge the speaker with tips, recommendations, and feedback on their behavior, mannerisms, etc. You can also give them wardrobe tips and help with conversation starters.

Space dog tip: For a filmed interview, avoid wearing small patterns, glitter, and turtlenecks. Try to train your spokesperson to avoid sudden head, body, or hand movements, as well as vocal tics. Here you’ll find a template from Laika for a media briefing, where your spokesperson will find everything they need! You can also find more tips here on how to nail your interview.

• For that special moment: creating a unique experience

Can you find creative ways to create a unique and memorable experience? How about letting the journalists try the products beforehand? Sending over a specially designed taster package? Or organizing an out-of-the-ordinary press lunch or dinner? 

Space dog tip: Remember, special experiences and humor stay longer in the minds of the journalists. So make it unique and fun!

During the tour and the aftermath 

• Three is the magic number!

Don’t forget that even if you planned everything out perfectly, things can take an unexpected turn! We suggest not to schedule more than three interviews per day. Gaps in between interviews for a break or unhurried traveling time are a good thing. It’s best to anticipate more time than usual for traveling between interviews. And be sure that you and the spokesperson are always on time!

Space dog tip: If you have a tight schedule, which can be difficult to keep up with, be open and honest with the journalists. Tell them that you have a strict time schedule to stick to. A media tour can be very stressful. Communicating where you’re coming from with journalists, may take a load off your shoulders.

• Attend the interview with the spokesperson and debrief afterward

During the interview, you can of course be at the spokesperson's side. However, too many people from the company can come off as insecure or overprotective. Be careful with the number of people from your team attending the interview, to create the friendliest atmosphere possible. After the interview, debrief the spokesperson about how the interview went and what they did great. Give them feedback and tips on their performance. Constructive feedback is a great way for them to continuously grow and improve.

Space dog tip: Make sure that everything is working correctly (technologically wise) and that the interview is running smoothly. Don’t forget to take some notes for the debrief! 
We hope that these key tips will help you prepare for and organize a successful media tour. Please reach out to us with any questions about planning a stress-free media tour. 

Ready, set, tour!