We've been supporting clients at trade shows since DRUPA in 2004 and our first RSA in 2008 and MWC in 2009. That’s all after my many years as a trade show exhibition manager.
Here's how K2 can provide you with the critical assistance you need for a successful trade show:
- Trade show evaluation – Some industries have more than 20 conferences from which to choose. We can help you decide which events will give you the most ROI, from the major show that you need to be at to "be seen" to the smaller events that directly reach your targeted audiences.
- Speaking opportunity application process – We can work with your team to brainstorm and write a compelling application that will get you in front of the conference decision-makers.
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Topics:
Press coverage,
Media coverage,
Media,
Trade show,
Conferences
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.
One year in advance
Most importantly, make sure the budget will be there. If you don't know if you'll actually attend, at least make sure you register for the call for papers or apply to speak. That way, you'll be able to make your mark without having to pay thousands for a booth.
If you are attending, sign your contracts and secure your booth space before all the good spots are taken. The back corner isn't necessarily a bad place if it's near the bathrooms and the food court since it’s all about foot traffic.
Based on the size of the show, consider booking your hotel space now. Check into the cancellation policy. If it's flexible, you may want to book more than you think you'll need just in case your team or business has grown by the time the show rolls around.
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Topics:
Public relations,
Press release,
Media coverage,
Media,
Trade show,
Staffing,
Conferences,
Giveaways
Whether you want to hear it or not, In the age of AI, person-to-person communications are as important as ever. Everyone at any organization can become a content generating powerhouse, using AI to “write” post after post, blog after blog, article after article. Of course, all this content needs to be reviewed by great editors – since AI writing is bland and repetitive - but that’s another blog…
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Topics:
Public relations,
Press coverage,
Media coverage,
Media,
PR,
AI
Even in the days of AI, AI can't deliver the most critical asset you possess - your institutional memory - the why, how, and way you do business.
Retaining a PR firm with the expectation that they’ll hit the ground running without knowing and understanding your business from start to finish isn’t realistic.
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Topics:
Public relations,
Journalist,
Press release,
Media coverage,
Media,
Messaging,
USP
PR experts are attuned to the momentum of the media. We understand that in order to present a compelling package to any journalist - a story that gets them interested, it takes research beyond just what AI gives you and requires having all the tools, especially a messaging document and “quotes on demand” – ready to deploy at a moment’s notice.
Even with AI, your company sits on years of proprietary information - product details, customer-focused data, executive expertise - that can be leveraged to generate PR.
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Topics:
Journalist,
News story,
News value,
Media,
Audience,
Messaging,
PR,
Corporate communications
Recently, I spoke with a marketer who had used ChatGPT to revise some content he created; it initially performed in its "regular" way - writing the idea clearly, but being quite redundant. Of course, he had to tweak the prompt to ask it to vary the word choice. Once it did that, it incorrectly stated that the product did X and Y as a single feature. He had then had to "teach it" that those were two separate activities until it provided decent results.
What if he were in a hurry or didn't know enough about the product to understand that the AI created an error that wasn't there before?
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Topics:
Public relations,
Journalist,
News story,
News value,
Timeliness,
Media resources,
Press coverage,
Press release,
Media coverage,
Media,
Brand
The past decade has seen a clear trend toward attenuated press releases. Gone are the days of public relations people writing long screeds, with endless quotes and reams of data. This is partially an outgrowth of the use of email, social media, and chat as the preferred forms of communication between the public relations community and the press (which, for our purposes, includes bloggers and analysts). The explosion of technologies and information, in general, has, in turn, led to journalists’ exploding email boxes.
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Topics:
Public relations,
Journalist,
DIY,
Press release,
Media coverage,
Media
The news situation is in flux right now. The demand for news is increasing – web traffic was up about 23% at top news sites the week of March 9 from the previous week and up 31% from the week of Jan. 6, and fewer subscribers are canceling. However, many U.S. national and global news outlets are cutting back to skeleton staff due to plummeting ad revenues.
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Topics:
Media coverage,
Media,
Customer communications,
Messaging,
Personas,
PR,
Internal communications,
Corporate communications,
Technology
