Trade shows are a popular way to market products and services, network with clients and industry partners, and explore the competitive landscape of an industry. While the primary purpose of a trade show is to showcase your brand, it also provides an incredible opportunity to establish and maintain relationships with key partners in the industry. Trade shows have become an essential part of the AV industry, with Integrated Systems Europe (ISE) and InfoComm two of our industry’s most significant networking events. But attending these shows as an exhibitor can be a considerable investment. How do you get the most out of your trade show investment? There are a few critical tactics; today, we’re diving into media relations.
Media relations is one of the many components of a successful public relations strategy. It focuses on the relationship between a company and the media. Public relations professionals and journalists/press members work hand in hand to create a mutually beneficial relationship.
Trade shows continue to see a large attendance of media, with onsite video coverage and podcasting opportunities becoming more prevalent than ever. Exhibitors can maximize their trade show ROI by participating in media relations. We’ve included a few of our proven tips for media relations:
- Create a strategy ahead of the trade show with a product launch plan. Develop SMART (specific, measurable, achievable, relevant and time-bound) goals for your strategy.
- Provide ample time for the media to cover your newsworthy press releases ahead of the trade show. Make it easy to obtain press coverage by including press kits with all the recommended materials.
- Create a schedule outlining media opportunities and appointments. Solidify press appointments well ahead of the trade show.
- Prepare your company’s key spokespeople through media training. Don’t wait until you’ve arrived on the show floor to train them. Rehearse your pitch, and be prepared to keep it short — the media has a tight schedule, and it’s important to be respectful of their time.
- Take full advantage of the free or cost-effective press opportunities around a trade show. Many events include free opportunities — all you have to do is provide the materials (press releases and product pitches, for example). Be prepared with these materials ahead of time to ensure you meet your deadlines.
The purpose of media relations is to drive media coverage on your company, products and services. It allows you to amplify your message and reach a much larger audience if it’s done correctly.
If you’re looking for additional help to strengthen your media relations, rAVe [STORYTELLING] has proven strategies for turning your newsworthy stories into genuine media coverage.