8. What is an IMT?
An IMT is a series of interviews, usually utilizing
video, for the purpose of online media.
9. WHY AN IMT?
•Satellite and radio media tours target by market,
IMTs target by demographic
•Appeal to different audiences with different
interview angles
•Readers/viewers can share the content
•Cost effective
10. Ways to Conduct IMT Interviews
• Live video/audio
• Taped video/audio
• Podcast
• Text
11. Options To Keep In Mind
• Streaming Video
• Live Video Facebook Chats
• Virtual Press Conferences
• Content Marketing
• Native Advertising
• Facebook Ads
• Website Takeovers
• Contests
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15. Keys To Media Tour Victory
• Messaging cannot be overly commercial.
• Know your media.
• Know your audience.
• Know your clients/boss.
PESO – paid (more in a minute, online ads), earned (pitching and placing content across tv, radio, the web), shared (social media videos, facebook chats), owned (your brand’s website, virtual press conferences)
----- Meeting Notes (5/15/14 16:03) -----Although these are new tactics, the questions we have to ask ourselves have not changed.
Book interviews for your spokesperson with websites during a 3-4 hour timeframe. Set up is camera and audio, no satellite necessary. Footage is either sent to the sites to edit, or we take back to our editing suites to edit to the site’s specifications.
We don’t want to turn down interviews because we can only present content one way. People consume media a variety of ways, and therefore media presents itself in a variety of ways.
----- Meeting Notes (5/15/14 11:55) -----During the co-op SMT, we were driving people to the contest on the Facebook page. We also had FB ads driving people to the contest. What we found out was that on the day of the co-op, people were posting on St. Augustine's FB page that they had seen the interview on their local TV station. So the cross-platform approach was successful. We had two different FB contests: one was click to enter, but the other was a Share the Memory contest where you shared your favorite memory of St. Augustine or a memory you were looking forward to making at St. Aug. This was great for the CVB, because it demonstrated to them what people remembered about their city and what their impressions of the city were before they even got there. So this was a great example of two-way communication.
Next Facebook chats----- Meeting Notes (5/15/14 11:55) -----While the look and feel of a media tour have changed, the keys to a good media tour have not. They're still the same.Just like PR, media tours will continue to evolve, so we all have to keep up to date more than ever.
