1. Define and select your target audience so that you can tailor your message directly to the needs, concerns and interests of your prospects.
2. Ask show management for a comprehensive media list complete with contact name, address, phone number and email address of all trade, business and local press, radio and TV stations. Also ask them about their media plan for the show.
3. Find out which publications are planning a show edition and their deadline for press releases. Realize that many of the trade journals work several months in advance.
4. Build a working relationship with the press. Get to know the editors and writers. Volunteer to be a resource for them. Ask about particular stories they are working on and consider information you may have to help them.
5. Realize that editors are in 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; human interest stories, including celebrities you have coming to the show.
6. Investigate other media possibilities not covering the show who might still be interested in information. For example, chamber of commerce magazines/newsletters; local and regional business magazines; industry-specific newsletters; cable television or local talk radio programs.
7. Understand the do’s and don’ts of press kits. A press kit should include interesting and timely information; a one-page company bio sheet – corporate structure, executive staff chart, sales figures; complete product information – specs, distribution methods, pricing; good product photos; key contacts. Don’t include outdated, false or exaggerated information; photos of your CEO or top executives.
8. Minimize your press kit information so that it is lightweight and easy to fit into a bag or briefcase. If your company is relatively unknown, be creative with your press kit folder, for example bright neon colors or graphics attract attention. Save on fancy, expensive folders as they do not impress the media. Exciting newsworthy information is what they want.
9. 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. The media get very upset attending a press conference which is poorly organized and where nothing newsworthy is shared.
10. Post your press kit online to make your company news available to the media, industry experts and consumers before, during and after the event with Online Press Kits from PR Newswire. Online Press Kits increase traffic to your trade show booth and extend your reach far beyond the exhibition floor when you let all important audiences access your press kit information. Your corporate information is always at hand and lives on long after the event.