July 2005 PR Perspective

PR Perspective: Capture the Limelight at Your Next Tradeshow

Facing a convention hall with aisles filled with thousands of people and hundreds of exhibit booths can be a mind-boggling, overwhelming experience. How do you attract the attention of the attending press and analysts over the hundreds of other exhibiting companies? How can your planning efforts set your organization apart from all the others?

For answers to these questions and many more, we asked the experts - Leah Wilkinson and Keira Shein of WilkinsonShein Communications - for some tips to help PR professionals like you maximize publicity efforts at tradeshows.

1. What are some of the best practices used to secure pre-show publicity opportunities at industry tradeshows?

Prepare company announcements for release during the event (if needed, issue an embargo in order to pitch the news to weekly or monthly publications so your coverage appears during the days/week of the tradeshow)

Submit news releases to the PR team for the conference for distribution to the pre-registered press and analysts and/or for posting on the tradeshow's Web site

If applicable, submit an entry to awards program(s) sponsored by the event organizers or industry publications

Submit news announcements to key trade publications to be considered for inclusion in pre-show issues

Note: Be sure to register your company's PR contact with the tradeshow's PR staff to ensure receipt of the pre-registered press list and other timely information.

2. How do you capture the attention of members of the press and analyst community who are being contacted by hundreds of other exhibiting companies?

Distribute "real news"
Only contact the press and analysts that cover/are interested in your company and its product/services
Arrange pre-briefings with key press and analysts prior to the conference (this saves them time on-site and are more likely to cover the news if they already have the background)
Arrange on-site interviews with the appropriate press and analysts (if possible, book a meeting room in the press center)
Prepare press kits to be displayed in the on-site press center
Invite key members of the press and analyst community to social events

3. What on-site publicity opportunities are generally available to exhibitors and how do you take advantage of them?

Submit new product releases, company news, etc. to the show daily office to be considered for inclusion in the daily news publication distributed during the conference
Provide copies of press releases distributed during the show to the Press Center staff for posting
Secure on-site interviews with the press and analysts
Distribute news releases via BusinessWire (www.businesswire.com) or PR Newswire (prnewswire.com) (shows often partner with these organizations and they usually have a representative on-site at the show)
Post your press kit and news releases on Virtual Press Office (www.virtualpressoffice.com), an online source for tradeshow news and press kits, designed to help exhibiting companies make their information readily available to the press

4. Is it a good idea to hold a press conference at a tradeshow?
Yes, if your company has "real news" to announce, a tradeshow is an ideal venue for a press conference. Often, all the press and analysts that are important to your company are present at the event, so take advantage of the opportunity to reach key press and analysts in one place. Be sure to invite the press and analysts to your event as early as possible (several weeks prior to the event) to ensure you get on their schedules early. Don't forget to send reminders and confirmation of attendance.

5. How far in advance do members of the press and analyst community generally book interviews?
In late 2004, we conducted research on this very subject. We found that most individuals planning to attend a tradeshow will book interviews less than one month prior to the show. Some will book appointments 1-2 months early. If you are unable to schedule an on-site briefing with a key member of the press or analyst, we recommend trying to arrange a conference call before or after the tradeshow.

6. What other tips do you have for our readers?
In general, we recommend planning your show announcements as far in advance as possible so you can take advantage of all opportunities - pre-show and on-site. Also remember that the PR team for the tradeshow is your best resource for information and advice on how to best maximize your presence at their specific event.

Leah Wilkinson and Keira Shein are the partners and co-founders of WilkinsonShein Communications. WilkinsonShein develops and implements communication programs for technology and telecommunications companies and tradeshows in the business-to-business, business to government and professional services arenas. For more information, please visit www.wilkinsonshein.com.

If you have links, comments or information pertaining to the editorial you would like to share, please feel free to email me at info@workinpr.com. Space permitting, I'll include them in the next newsletter.