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There are at least three key elements in any successful Satellite Media Tour: your story, your star, and your location. You’ll need at least two of them to be successful. We call this the SMT Triangle of Truth.
If you have a solid story and a solid star, your location is not as important. In this case, a comfortable studio in any-city U.S.A. will get you as many interviews as the exotic location you discussed in your brainstorm. If you have a weak story or star, an exotic location may help us book more interviews for you.
Your story is your plan for filling a three-minute interview with interesting, entertaining, eye-opening content. Your story is not the name of your product or your brand or National Remove a Splinter Month. It takes work to prepare a story that people will want to watch. You have to ask yourself, if you were flipping through the channels, would you stop to watch the Satellite Media Tour you’re creating?
Beware of spokespeople who tell you how famous they are. If you have to Google them, it’s probably not a good sign. Spokesperson name recognition can provide instant access to the airwaves. Have an up-and-coming chef? A nutritionist whose well-known in foodie circles? That can work, but only if you have a solid story and location.
We can book interviews for that up-and-coming chef of yours, if she is live from the North Pole talking about global warming food trends.
We can book Tom Hanks talking about National Remove a Splinter Month, if he is live backstage at the Kodak Theatre on the night of the Academy Awards.
We can book Julia Roberts talking about a medical breakthrough that will cure cancer and she could be in her pajamas at any studio, anywhere.
Satellite Media Tours combine television, radio and Internet interviews. These are sometimes abbreviated to SMT/RMT/IMT (Satellite Media Tour/Radio Media Tour/Internet Media Tour). Adding a live chat webcast to the mix allows your spokesperson to field questions directly from consumers via Twitter, Facebook and other Social Media channels.