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Posted Radio Media Tour

No Media Relations = Less Credibility for Your Campaigns

By Maury Tobin

Let’s me say it clearly. I believe in the power of social media because I’ve seen how it can propel our clients’ campaigns.

But as traditional outreach (media relations) gets left out of many communications plans and discussions, I’m convinced that a social media-only strategy can be a big problem for organizations that want their messages to be taken seriously. In many cases, social media-only campaigns tend to look, for lack of a better term, “fake,” because these efforts are often self-serving and they lack the authenticity of independent stories produced by journalists.

Since creating believable content is so crucial today, it’s worth considering a tried and true tactic such as a Radio Media Tour (RMT) to gain credibility. An RMT is a series of phone interviews conducted by radio journalists with an organization’s spokesperson. The news coverage generated from interviews is usually more valuable than focusing solely on self-produced content. After an RMT campaign is completed, we glean audio soundbites from the interviews so our clients can share them through their social media channels.

I’ll Leave You with This

Despite all of the new tactics that are available to PR pros, we continue to believe that fostering a dialogue between journalists and the clients we serve is important, not only to our industry and clients, but also to our democracy.

Learn more about Radio Media Tours.

Posted Radio Media Tour

Tobin Communications, Inc. (TCI) Marks 20 Years

WATCH the video.

By Maury Tobin

Twenty years ago, I started Tobin Communications, Inc. (TCI) with several key goals in mind: to promote public relations (PR) as an essential part of any business or organization’s structure, to convey that it’s not about spin, and to emphasize that communications should never be an afterthought.

Through the years, our firm has worked with many top-notch clients. Campaigns have ranged from healthcare education, advising clients on national policy initiatives and messaging, grassroots outreach and media relations, and producing content for multiple digital platforms.

I thank all of you who have worked with TCI or kept abreast of our news; however, instead of sharing a boring two-decade retrospective, I’d like to point out that having a successful company also means fulfilling some other important goals in my life.

They involve enjoying and helping preserve the historic Port Tobacco River (which runs adjacent to where my wife and I own a home in Maryland), helping wildlife, providing pro-bono PR on specific animal-advocacy issues, and giving our four dogs, two cats, and 25-year-old former show horse quality lives.

For instance, three of our dogs were strays, including one that can now walk because of a successful and costly spinal surgery. We also have an older beagle who has many special needs because of a rare form of Cushings disease.

Through the years, I’ve also gotten to know many of you beyond the surface, and I enjoy learning about your personal and professional passions too. Here’s to another 20 years!