First, a story. Back when I was an executive at Edelman, I would often get emails and phone calls from my blogger friends asking for advice on how to price their content (and negotiate better deals for themselves). As a blogger myself, I was in the unique position of understanding both sides of the equation. One of the funniest emails I received read something like this,
“How much do I charge for an SMT? (And what’s an SMT?)”
SMTs, or Satellite Media Tours, are a tried and true PR activation in which a spokesperson does a series of back-to-back interviews over the course of a morning or day. These interviews are conducted (via satellite) with news broadcasts across the country.
Bringing influencers into the SMT mix is a smart and strategic evolution. SMTs have historically featured brand executives or subject-matter experts. When you replace this traditional talent with an influencer, you get an injection of authenticity, relatability, and built-in audience trust. Influencers are already skilled at storytelling and engaging audiences across platforms, making them natural fits for live or pre-recorded interviews with TV, radio, and digital outlets.
How Influencer-Powered SMTs Elevate Your PR Activation
- Authentic Storytelling: Influencers excel at translating brand messages into compelling, real-life narratives. When they serve as SMT spokespeople, they bring a fresh, relatable voice that resonates with both media and consumers
- Expanded Reach: Influencers don’t just show up for the interview, they amplify the activation by sharing behind-the-scenes content, live streams, and recaps with their own audiences, extending the life and reach of your PR moment.
- Media Appeal: Producers and journalists are increasingly open to influencer spokespeople, especially when the influencer is a true enthusiast or expert in the category. Their social following and on-camera presence can make segments more dynamic and newsworthy.
- Integrated Messaging: Influencers can seamlessly bridge the gap between traditional media and digital channels, ensuring your key messages land across TV, radio, and social feeds in a cohesive, multi-platform campaign.
Best Practices for Influencers in SMTs
- Media Training is Non-Negotiable: Even the most camera-ready influencer needs prep. Invest in media training to ensure your spokesperson is concise, on-message, and ready for the unique pace of SMT interviews.
- Strategic Selection: Choose influencers who align with your brand values and have credibility in your space. Their authenticity is what will make your SMT stand out.
- Leverage Social Extensions: Encourage influencers to document their SMT experience on their own channel. This can include the obvious Instagram Stories and TikTok recaps, but we have also had a lot of success with LinkedIn posts.
The Bottom Line:
Using influencers as spokespeople in satellite media tours is a smart way to modernize your PR activations. It’s about meeting audiences where they are, with voices they already trust, and turning a traditional broadcast tactic into a multi-channel, culture-driving moment.
And now the obvious plug: Want to use an influencer in your next SMT activation? Reach out anytime!
Danielle