A Radio Media Tour (RMT) is an exceptional public relations tool consisting of a series of pre-arranged 10-to-15 minute interviews between a spokesperson and radio station hosts, news anchors, and public affairs producers.
RMT interviews can be news-oriented, entertainment/personality focused, or have a public service component. They can be booked to air live or pre-recorded for later airings on a back-to-back basis, usually in morning drive times. Sometimes, pre-recorded interviews may receive several airings. Occasionally, interviews will be edited into several brief news or feature segments and aired across multiple news cycles and potentially across a network of several stations.
You may be thinking, “This sounds perfect for several of my clients, but how do I find the right vendor to produce my Radio Media Tour?”
The Non-Negotiables
Before you select the vendor you would like to work with for your Radio Media Tour, be sure you consider these three non-negotiables. Be ready to ask the hard questions.
#1 Experience & Reach
What type of experience does the vendor have? What tours have they produced in the past? Who does the booking? Who does the producing? Are the interviews recorded and provided to the client? Do they have experience with targeted market outreach? How do they monitor, track and report both the live and pre-recorded interviews? Where does the audience data come from?
An experienced vendor can also provide media training for your spokesperson along with all the technical requriements you’ll need to know for the day of the tour.
#2 Clear Communication
What is the vendor’s process from start to finish when it comes to planning and producing a radio media tour? Is it clear what they will provide as well as the assurance that your expectations will be met?
An effective vendor will not only be able to help you target your desired audience but assist in every other area including preparation of suggested interview questions, providing a summary of what to expect on the day of the tour, and recording all interviews, both live and taped. Their studio should also be able to provide any follow up editing services needed for preparing interview segments for listening by your client.
#3 Proven Results
Be sure to ask what type of reporting will be available after your RMT to show the results of the tour. Does the vendor subscribe to a nationally reputable data source? Do they understand radio ratings and listenership? Do they have a track record of great results, regardless of whether your tour is regional or national in scope?
Their ability to help you define and reach your ideal audience should be backed by experience, prior proven reporting methods and client testimonials or reviews.
How Does a Radio Media Tour Work?
A Radio Media Tour takes planning, significant coordination and ongoing communication between the vendor and the agency/client. Choosing an experienced vendor with expertise in radio media tours is critical in achieving a flawlessly produced RMT.
Why choose MediaTracks?
MediaTracks has been producing radio media tours for more than 30 years. We have experienced producers and award-winning writers on staff. We walk our clients through every step of crafting a successful RMT.
- Our staff helps you define the key messages for your spokesperson to emphasize in each interview.
- We offer media training to prepare your spokesperson for the day of the tour.
- We utilize industry-standard reporting data and methodology to furnish you with measurable results to present to your client.
- We work from a database of more than 13,000 radio stations. Our media relations staff has established contacts throughout the U.S.
- Flexibility for your RMT — with options for as few as 8-10 stations up to as many as 16-20.
Call us today at 847-299-9500 to learn more about RMTs or email us for information.
