However, even before Covid-19, it was increasingly hard to persuade people of the value of a media tour. What unique information will they receive in return for substantial time away from their desk? Since media tours necessarily have involved travel, they can be expensive.
Welcome to the virtual media tour. But there is no hocus pocus, you still need:
- To provide news
- Careful audience qualification
- Useful information in usable formats
- A facilitator skilled at managing online events
There are some important differences, particularly that you will be showing videos rather than walking around a facility or giving a demo. That has the advantage, clearly, of removing opportunities for things to go wrong.
The Q&A session needs to be carefully managed to ensure everyone gets an opportunity to ask their questions. Often people feel happier providing written questions as the event progresses rather than having verbal questions at the end, though a combination of both also works.
The event will also be much shorter. Our experience is that an hour is optimum. Anything longer and drop-off rates increase significantly.
Virtual media tours are, therefore, more concise, less prone to error and cheaper to run. Likewise, a familiarisation trip, which may involve stakeholders beyond the media, can be held virtually.
Handled properly, they provide the same value as a traditional trip.
We can help you plan and manage your virtual media tours, including video production.
Please contact us to find out more.