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Tradeshows: A Mega PR Opportunity

Tradeshows are, by far, one of the biggest opportunities for a firm to gain national or global recognition for their products and services. Big events in major tradeshow towns such as Las Vegas, New York or Washington, D.C., are great places for public relations because all the right players are there. Top level executives, reporters, analysts and customers all attend for one reason, to learn about the latest and greatest products and services.

Companies should start their tradeshow PR strategy planning weeks — and sometimes even months — a head of the show. Part of this planning involves establishing relationships with the media that cover trade shows. When working with media lists at tradeshows, the early bird gets the worm. If you wait to the last minute to try and set up media interviews, you'll find out that their schedules have been booked for weeks.

It's also good to research what story angles the trade show PR staff are pitching to the media. You can either decide to go with the flow and piggyback your stories with the trade show's theme. Or maybe, try and differentiate your news as something totally different.

A good strategy to follow is a series of three announcements. The first one mentions what executives will be on hand and what subject matters they will be able to cover during interviews, include the place and times where they will be available. Hint that you will also be making significant announcements at the show, but don't provide all the details. The first day of the show make the big announcents. Last, but not least, make a post show announcement that details the success of the events at the show and your product introductions.

For example, announce something like, "Mr. Roberts will be available from 2 to 4 p.m. on the first day of the show to explain the methodology used in his latest WiMAX research report. A FAQ sheet will be available for select media as well as a press kit containing all bio and company information."

Large shows usually make the following list of opportunities available to PR people:

• Virtual press room located on the tradeshow's website
• Press kit library where you can drop off press kits
• Tradeshow press releases that will include your company's news
• Show dailies that carry news on what is being announcing at the show
• Quite press rooms where you can conduct interviews
• Tradeshow awards
• Guidelines on working with the press at their show

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