By: Sandra Torres
SVP, Head of On Air
This week, the Avoq media team is launching On Air, our new initiative that encompasses Avoq’s outreach to broadcast media, emerging digital platforms like podcasts and network streaming, and our minority and ethnic audience outreach. Saying I’m thrilled by this update is an understatement.
When I joined this team 15 years ago, my natural competitiveness was ignited, fueled by the process of engaging and persuading local broadcasters to cover important stories. Getting results was quantifiable, and the impact for clients was real. At a personal level, the relationships I made with local reporters and producers were energizing—and I count many as my best friends today.
But we have seen a sea change in media over my tenure. The rise of digital platforms as a preferred source of news was inevitable. But what encourages me is television’s staying power. Even with digital’s growth, local television has held its position as the other major source of news and information—making it a must-do component for effective outreach and engagement campaigns.
Being from Colombia, it has always been important to me to reach the ever-growing Hispanic audience in the U.S. Television remains a vital component to tapping into that audience. The On Air team boasts an unsurpassed bilingual pitch team that knows and understands the needs of Spanish-speaking journalists.
Moreover, our team understands news; they have been on the other end of the phone, received and sorted the incoming emails and know how to engage reporters and how to frame stories to win coverage.
It might surprise you to know that it’s possible to hyper-target local news. By applying our EMMA targeting tool, On Air can tap the power of U.S. government data to zero in on media markets and media that contain high-value audiences to deliver maximum ROI. The result is that today, the On Air team can reach bilingual media, younger audiences, specific ethnic groups, those with a health condition or educational background and more. It’s a power that used to be unique to digital but with the speed and impact of broadcast.
It all leads to On Air, where the focus is on hands-on strategy, tailored and targeted bilingual media tours, media training and new and improved tactics that provide a custom experience to our clients. We are driving success and creating long-term trusting relationships
Today when our team says we’ll get you On Air, we mean all of the above.