Reserve press conferences for major announcements, new product introductions (but only if they are truly new or improved), or general industry trends – what’s hot and what’s not. Media representatives get upset when they attend a press conference that is poorly organized and that offers nothing newsworthy.

During the show keep the press office stocked with your press kits. Also keep some press kits in your booth in case members of the media stop by. Make sure that you have a media spokesperson in your booth at all times, even over the lunch hour. Be prepared to explain your product and its importance in easy-to-understand, non-technical terms.

If you participate in any special events at the show, make sure you let the media know, if you’re interested in publicity.

After the show send post-show press releases reporting trends, statistics, case studies, information on significant newsworthy information or orders that resulted from 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.