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PR Industry Survey: Is the Satellite Media Tour Comeback Real?
Survey Results
After finding out that there was a 21 percent increase in use of satellite media tours and a 38 percent increase in using in-house spokespeople by both brands and the agencies, we conducted a survey to find out if these trends were unique to D S Simon Media or industry wide.
Here is what 70 PR professionals (brand and agency communicators) had to say:
Nearly 1/3 are increasing or considering increasing their use of SMTs. Close to 90 percent are either increasing their consideration of SMTs or staying the same. Those findings align with the growth that we have been seeing. In terms of featuring in-house spokespeople in satellite media tours, the industry is evenly split. Whether they are increasing or decreasing featuring in-house spokespeople in their satellite media tours, both of those numbers are 23 percent.
The most important finding is that the satellite media tour comeback seems to be real and sustainable.
FULL TRANSCRIPT
I’m Doug Simon from D S Simon media with a follow up to our “Satellite Media Tours Makes a Comeback” story. You might remember, we found that there was a 21 percent increase in use of satellite media tours and a 38 percent increase in using in-house spokespeople by both brands and the agencies that represent them. We wanted to find out if that trend was unique to us or industry wide. 70 PR professionals responded to our survey and here’s what they had to say.
Nearly one third are increasing or considering increasing their use of SMTs and close to 90 percent are either increasing their consideration of SMTs or staying the same. Those findings align with the growth that we have been seeing.
However, the industry is evenly split. And whether they are increasing or decreasing featuring in-house spokespeople in their satellite media tours both of those numbers are 23 percent. And it was similar for both brand and agency communicators. It’s possible that we are seeing the increasing use of in-house spokespeople ourselves because that’s something we’re recommending pretty strongly.
We find they tend to generate at least the same amount of bookings if not more reduce costs. And according to journalists increase authenticity compared to using a third-party expert.
We’ll wait to see if we are ahead of the curve on that or behind it. But the most important finding is that the satellite media tour comeback seems to be real and sustainable.
