Some new products can be successfully publicized when launched with a media tour. On a media tour a company spokesperson travels to key cities to introduce a new product by being booked on TV and radio talk shows and conducting interviews with print and Internet reporters or influencers (e.g., bloggers). The spokesperson can be a company employee or someone hired by the company, perhaps a celebrity or "expert" who has credibility with the target audience. One common use of the media tour is the book tour, where an author travels the country to promote a newly released book. A media tour may include other kinds of personal appearances in conjunction with special events, such as public appearances, speaking engagements or autograph signing opportunities.
Cite: Media Tour (2018). From Types of Public Relations Tools Tutorial. KnowThis.com. Retrieved January 19, 2018 from https://www.knowthis.com/types-of-public-relations-tools/media-tour
Stories For This Tutorial
- 'Likes' Lead to Nothing—and Other Hard-Learned Lessons of Social Media Marketing (the state of social media and marketing) Harvard B-School Working Knowledge
- A New Marketing Royalty on the Rise: Digital Influencers (a new segment of influential voices) Knowledge @ Wharton
- Six Steps for Launching a Brand Via PR (public relations strategies for new products) Advertising Age
- Subway's Challenge: How to Erase Jared Fogle From Its Brand (tough PR issue for well-known company) NBC News
- Late-Night TV Talk Shows Find a Way to Build Buzz and Ad Dollars (how promotional strategies for televsion shows has changed) Los Angeles Times