Stations Change the Channel on Overbranding
Overbranding; it’s the best way to sabotage what would otherwise be a successful satellite media tour. Stations are growing increasingly sensitive to segment branding and we must keep those sensitivities in mind when executing an SMT. Remember, stations can tune into the satellite feed prior to their interview and have been known to cancel booked interviews on segments that come off as advertorial and not editorial. To put it simply, stations want a newsworthy, educational, and informative segment with your brand messaging organically woven in.
From the pitch and talent to the set, here are a few things to keep in mind when considering whether your SMT meets the media’s branding expectations.
Media Alert: A media alert should be succinct, compelling and should let producers know why their audience will be interested in the story. An alert should ideally be unbranded as the sponsor is disclosed during our outreach. If, however, there must be branding in the advisory, it should be limited to one and remain a simple talking point of the advisory, not the crux. An alert that resembles a heavily branded press release will not receive a warm reception.
Spokesperson: A third party spokesperson is always preferable as they offer an added element of authenticity and credibility, and often help broaden your segment by offering personal insights and experiences.
Segment mentions: When using a corporate spokesperson, it is important that they are media trained to speak knowledgeably on the subject matter while limiting branding. Directing viewers and listeners to a website at the close of the segment is also a great way to get the mention in. And when possible, a vanity URL is the way to go.
B-roll: B-roll is a perfect way to add visuals to your SMT and provides an added element your basic “talking head” interview. However, choosing the right footage to roll in is crucial. Video should support the overarching messaging and not be a highly produced or overly branded piece.
Set: Get creative and have fun with your set! Add props and colors to make it come to life. If your tour is about power tools or gardening, create a garage! But remember, as with messaging, branding on set should be kept to a minimum, if any at all. Logos and signage of any kind are frowned upon unless you’re working with a charity or non-profit.
MultiVu, a Cision/PR Newswire division, produces and places compelling content strategically across multiple channels globally to deliver targeted results and drive desired engagement. Created in 2002 from network news veterans and media relations professionals, MultiVu has grown into a content creation and media strategy company, leading in the broadcast communications industry. More information can be found on www.multivu.com.