Based Outside of NYC? Why Media Tours Could Be Your Secret Broadcast Weapon

When your favorite artist or sports team comes to town, you drop everything without thinking twice. Why? Because you don’t know when they’ll be back. The sense of exclusivity makes it feel even more special.

For spokespeople who live outside of New York City, London, or another major media hub, the same principle can apply.

While it can feel like you’re at a disadvantage when it comes to landing broadcast opportunities and bolstering your thought leadership profile, you can actually use your location as a strategic asset. Sometimes making yourself “less” available—or, otherwise put, more rare—can work in your favor.

Arranging a media tour in NYC can help maximize visibility and create real impact.

What exactly is a media tour? 

A media tour occurs when a PR team sets up multiple in-person print and broadcast appearances for a spokesperson, typically over the course of a week. Imagine you’re the leading actor in the hottest new blockbuster embarking on a national press tour (minus the paparazzi, of course).

For spokespeople living outside NYC, a media tour could be the key to increasing credibility and visibility within your field and deepening relationships with key anchors and producers. Discussing critical, timely topics on TV can also reinforce trust among current and potential clients and be a catalyst for new business conversations that may not have happened otherwise.

Lights, Camera, Confidence

You may be a pro at virtual broadcast, but-in studio appearances come with a different kind of energy, and require a bit of extra prep. If the idea of presenting live feels daunting, don’t stress! Many spokespeople find they perform better in-studio, as they can feed off the anchor’s energy and lively atmosphere. Plus, you won’t have to worry about technical difficulties like you would over Zoom. Like anything else, practice makes perfect. In-person appearances are great practice for even more high stakes appearances down the line, such as panels or conference engagements. While this might seem like a lot to keep track of, you won’t be alone—your PR team will guide you every step of the way, making sure you’re prepped on everything from key messages to where to position your eyes while on-air.

Planning Smarter, Not Harder

Media tours are typically structured with back-to-back interviews across multiple outlets, making them incredibly efficient. For spokespeople based outside NYC, this takes away the burden of traveling for a single segment. Instead, you can amplify your messages widely over a few days in a single effort—saving time, money, and the headache of navigating frequent travel.

Depending on your media appetite and schedule, PR teams can set up media tours on an annual, biannual, or even quarterly basis, working in advance to secure high-quality broadcast appearances that are well worth your time.

If your company is planning to put out a major corporate announcement, industry survey, or events, consider timing your media tour around the company’s news cycle. This will amplify the overall message in one strategic, coordinated effort, helping to shape the narrative and boost visibility in a single push—talk about efficiency!

If you’re not completely booked (or just need a breather), another way to take advantage is to use the media tour opportunity to schedule in-person networking meetings, grab coffee with a client, or even take a moment to play tourist and explore.

Network = net worth  

In today’s digital age where virtual meetings are the new norm, there is added value in in-person commitments and face time. Attending appearances in-studio gives you the opportunity to build meaningful relationships with anchors and producers.

Meeting someone in person often leaves a stronger impression than just seeing their face on a screen. With a virtual appearance, the total commitment may be just a few minutes. During an in-person appearance, however, there are multiple opportunities to make new connections. Even something as simple as engaging in small talk with the anchor before and/or after the appearance can make a big difference, and can lead to more meaningful engagements like coffee meetings or dinners with key decision-makers at top networks. This increases the likelihood the network will invite you back for future appearances or reach out if they need a last-minute slot filled.

While you won’t be able to rock your best “Zoom casual” outfit, the longer-term benefits and ROI of an in-person appearance are invaluable.

Nine lives of broadcast 

The benefits of a media tour extend well beyond the week itself. Tours provide you with high-quality content to repurpose in the form of clips to share on your company’s website or social media channels—or use as a client touchpoint. But to fully capitalize on this opportunity, it’s critical to plan your amplification strategy in advance, which is where your PR team comes in. The more thought you put into how the content will live on, the more long-term value you’ll generate from a single week of media engagements.

So, if you’re feeling at a disadvantage because you don’t live in New York, but are looking to increase your on-air exposure, a media tour might be the solution for you—turning a short trip into lasting impact.