Content is king, and someone must create it.
Once upon a time, I covered trade shows as a market analyst for a major consumer publication. Shortly thereafter I flipped to the other side of the desk and ended up with a press conference on one side of the Consumer Electronics Show and a photo shoot clear across the exhibition hall. Let’s just say that roller skates were very much on my mind by the time I finished my Mrs. Doubtfire dash back and forth across the crowded exhibit halls.
I empathize with journalists who have been given the immense task of covering trade shows, scouting for new trends, and trying to maintain relationships with industry leaders. That is why when I have a client exhibiting, I try to be a resource to media covering the show by helping them identify my clients’ product introductions long before the show, setting up interviews or, better still, pre-show interviews to save journalist’s precious time, jet-lagged exhaustion, and, especially, their shoe leather.
Here are some pointers for being a resource to media at your next trade show:
Getting ready for a trade show can be overwhelming, even for those of us who are regular exhibitors. Early in my career, I was at a show every fifth week, which made life quite busy for a year or two. To make it simple for all of us, here's a quick and easy calendar of activities you need to keep in mind.
Public relations isn't rocket science, as my partner has consistently reminded me over the past decade. However, it does take a significant amount of time, energy, and persistence.
Getting your news out there
So, you are getting ready to hire your PR team. (We're hoping it's us, of course.) No matter what, here are some tips that will help maximize the relationship.