Radio Media Tours (RMTs)
What is a Radio Media Tour?
A Radio Media Tour (or RMT) is a series of pre-arranged, back-to-back, 10-15 minute interviews between your spokesperson and 15-20 targeted radio stations. RMTs are efficient, cost-effective ways to get optimal radio exposure for your message. They are also convenient for your spokesperson, usually requiring a 3-5 hour block of time. Radio Media Tours reach listeners all across the nation from our state-of-the-art studios. Whether the spokesperson is live in our studio or calling in from their home, your news, entertainment, or feature story reaches your targeted audience, and is documented and verified via a final report.
This is what we guarantee:
We work with your key messages to create an effective media alert and provide comprehensive preliminary and final broadcast reports, using industry standard reporting tools and methodology.
Our media bookers work from a database of more than 13,000 radio stations and rely upon solid relationships with contacts all over the country including a wide variety of networks. Whether the interview is live or taped for later broadcast, our booking efforts are strategic and targeted.
We provide you with verified audience numbers in a final report detailing all the stations which aired the interview, whether live or taped.
We offer several standard tour options to accommodate your schedule:
2 Hours: 8-10 Interviews
3 Hours: 12-15 Interviews
4 Hours: 16-20 Interviews
Key steps for producing a Radio Media Tour
- Provide key messages, background information and spokesperson’s bio
- Write media alert
- Edit media alert and run through review process for final approval
- Target appropriate stations, syndicated programming and networks
- Pitch story to targeted outlets
- Schedule interviews
- Provide stations with all necessary background information, spokesperson bio and suggested questions
- Insure spokesperson is media trained or provide media training
- Spokesperson can be on a landline phone connection on day of the tour
- Produce tour and oversee interviews from our Chicago area studio
- Record all interviews and provide links to all recordings
- Follow up with 100% of stations that recorded interviews to determine day/time of airing
- Provide interim report of results
- Deliver final report of results
How do you plan a Radio Media Tour?
Planning a Radio Media Tour starts with preparing key messages and identifying the spokesperson. You’ll also need to do some station research and targeting to insure you’ll reach your intended audience. If your spokesperson hasn’t had much media experience, media training is essential for delivering key messages in a clear and concise fashion. Knowing how to answer difficult questions is also critical. Never assume that radio station hosts will use only the suggested questions you submit for consideration. Here in short form are the key elements for planning a Radio Media Tour
- Define and hone your message and your target audience
- Choose your spokesperson
- Choose your vendor - a Broadcast/Media Specialist
- Work with your vendor to craft an effective media alert
- Prepare suggested questions for the station interviewers
- Provide spokesperson media training using suggested and unapproved questions
- Provide spokesperson with information on what to expect the day of the tour
- Start pitch well enough in advance to secure good stations in your key markets
- Be sure to confirm all booked interviews a day or two before the tour
- Insure that the spokesperson will be either on a landline phone, digital connection or in-studio for acceptable quality
How do you produce a Radio Media Tour?
On the day of the tour, have your spokesperson ready to go at least 20 minutes before the first scheduled interview. Remind her to maintain her energy throughout and keep a smile in her voice. The tour producer should ask her if she has any questions and remind her of what to expect. The producer and spokesperson should both have a complete list of the scheduled interviews in front of them so they can glance to see who they’ll be speaking with next. The spokesperson should also have water or coffee, a cell phone for communicating, and a bathroom nearby. Breaks in the tour may be very short!
During the interviews, limit your brand mentions. If you turn a pre-recorded interview into a commercial for a brand or product, it’s likely the producer will edit out the mentions. If the interview is live, it’s likely it will end sooner than you had planned for.
Because interviews are often scheduled back-to-back, some form of communication that provides an outcue for the spokesperson must be established before the tour begins. When a host exceeds the allotted time of his interview, it must be the spokesperson’s responsibility to be able to politely say thanks and goodbye. The risk in not doing so is that the next scheduled interview may be lost. This will leave a negative impression on the producer who may not want to book interviews with you in the future.
At the conclusion of each interview, thank the host for having you on their show and say goodbye sounding positive and upbeat. The energy level of the final interview of the day must match that of the first. Be sure to keep that in mind as each successive interview will be heard by a new audience that may not be familiar with your message.
Radio Media Tours communicate a message one-on-one to the listeners of a radio station. Your best moment needs to be every moment on the air, so prepare and practice well before the day of the tour.
MediaTracks Communications makes the process of producing Radio Media Tours seamless. We handle everything from media alert writing to recording and providing you with copies of all interviews from the day of the tour. We do 100% follow up to determine when the interviews air and provide a comprehensive final report of results.
Featured Radio Media Tour
MediaTracks recently completed a Radio Media Tour (RMT) with Best Western about the secrets of business travel. The 4-hour tour was conducted on October 2nd with several radio stations in top markets across the country including Phoenix, Tucson, Sacramento, Cleveland and Milwaukee.
Chris McGinnis Business Travel Radio Media Tour
SEE HOW WE CAN GROW YOUR REACH
Use a Radio Media Tour (RMT) to communicate your message through 10-15 minute interviews on 15-20 targeted radio stations.
We loved the Radio Media Tour and were blown away with how effective it was. We now view that as a best practice, and when we have other stories that are interesting to consumers, we will work hard to find a way to fit another radio media tour into our plans. The MediaTracks team was great. Great results, great advice to us, and very well managed. We are fans.
Senior Fellow, Sectigo