Ask show management for a comprehensive media list complete with contact names, addresses, phone numbers, and email addresses of all trade and business publications as well as local press and radio and TV stations. When you have this list, contact media representatives to find out what information you can supply in order to get some publicity. Also, ask about show management’s media plan for the show. Find out which publications are planning a show edition and their deadline for press releases. Understand that many trade journals work several months in advance and may well have a show edition finalized 2-3 months prior to the event.
Put together a press kit. Realize that editors are interested in timely, newsworthy information; industry trends; statistics; new technology or product information; interesting material such as do-it-yourself tips, techniques, or strategies; useful advice; and human-interest stories, including celebrities who may be coming to the show.
Written by Susan A. Friedmann, CSP, The Tradeshow Coach, Lake Placid, NY, working with exhibitors and meeting & event planners to improve their event success through coaching, consulting, and training.