Former Congressman Patrick J. Kennedy of The Kennedy Forum and Dr. David Satcher of the Morehouse School of Medicine

Former Congressman Patrick J. Kennedy of The Kennedy Forum and Dr. David Satcher of the Morehouse School of Medicine

We are typically asked about doing a “combo radio and satellite media tour” by our clients.  We tend to take a different view than some others in our space on combining radio and television projects. Our approach consists of maximizing your television and radio bucks.

Satellite time is very expensive, and we want to make sure all our clients are maximizing their exposure in the medium, along with their budget.  What do we mean by that? We want to make sure when you are paying for satellite time, you are getting the most use of your budget. Why would you spend half or more of your television time on radio?  Since satellite time can cost thousands of dollars for one morning, we want to make sure that when you are paying for it, you are using it.

We recommend that if you have two spokespeople, one complete radio interviews while the other complete television. Then, half way through the tour they can switch places. That way, no time is wasted.  We have never understood the concept of combining the two mediums in one morning with one spokesperson.  In the end, you wind up paying for expensive satellite time, when doing radio interviews from a land line phone across the hallway.

If you only have one spokesperson, we recommend completing the tour over two different days, if possible. There are a few benefits for using this approach. First, your spokesperson is able to focus.  They can focus on the medium they are tackling that day. With television, there is a lot more to think about on the technical and visual side. The makeup, the clothing, the b-roll, the mics, the cameras.  With radio, it is more about the voice projection, the visuals your spokesperson creates, the conversation, the length of the interview.

Secondly, it is the budget.  You can spend one budget on a satellite media tour, and get 8 to 12 television interviews and 8 to 12 radio interviews, for a maximum total of 24 interviews.  Or, you can spend about 25 to 30 percent more by splitting the tours up over two days, and get up to 40 interviews between the two mediums.  We are always looking for ways for our clients to get more bang for their bucks, and this is one sound, real way to do just that.

Stay tuned…