 xhibiting at a trade show is a lot like going on a blind date. Your booth has mere minutes to make a lasting first impression on whoever decides to give it a chance. To be more appealing to your target audience, you've carefully accessorized your space with graphics, key messages, and a particular aesthetic that represents - and accentuates - your company's best features. You want to appear interesting, but not overeager. Confident, but not pompous. Potential suitors include attractive prospects such as buyers and distributors, but don't overlook the person that, at first glance, may not seem like your type - the journalist.
Sure, his or her badge color isn't quite what you're looking for, but don't let that negligible turnoff cloud your judgment. Journalists, though perhaps not as glamorous as buyers or distributors, have the potential to catapult your company from Plain Jane mundane to Press Princess. And all you have to do is primp and preen your exhibit program a bit to confidently court those members of the media. To help you get started, we've compiled 12 steps that require little more than your time and some thoughtful planning.
 1 Find your audience
The first step in informing the media about your company's presence at an upcoming trade show is not as simple as crafting a generic "come visit us at booth 555" e-mail and hitting "send." Before you blast out a press release announcing show-related news to every journalist in your Rolodex, you have to do some legwork. According to Karen Thomas, president of Thomas Public Relations Inc. based in Melville, NY, requesting a list of preregistered press attendees from show management is a good place to start. "Research the people on the press list and visit the publications' and media outlets' websites to determine your key press targets," she says. Look for titles such as "editor in chief," "editor," or "writer." Then search for those people's bylines (using a search engine such as Google) to find past articles and published works and figure out if their beat aligns with your company's products or services.
It might seem like a lot of work on the front end just to get a handful of press contacts, but by taking the time to learn more about the publications and media companies sending journalists and photographers to a particular show, you can ultimately gain insight into what their readers are interested in - and those readers could be potential customers.
Keep in mind that not all show-management companies will release the list of registered press representatives. If that's the case with one of your shows, you'll have to do some research on your own to find out which publications are attending the show - and begin the process several weeks before the show starts. This can be as simple as entering the show name into Google to see what magazines, websites, blogs, etc. covered last year's event, and creating a short list of those media outlets. If you are familiar with the trade publications serving your industry, visit their websites and reach out to the editors and writers directly.
Another way to build your media list - and compile background information on the publications you know are attending the show - is to take advantage of media directories. Linda Musgrove, president of TradeShow Teacher in Aventura, FL, recommends thinking of such directories as the Yellow Pages for journalists. "I like Vocus (www.vocus.com), which allows you to look up individual media contacts," she says. "It also allows the user to create a 'briefing book,' which includes information like editorial needs, pitching preferences, contact methods, and even pet peeves. That knowledge can then be used to develop more effective, targeted pitches."
2 Craft your message
With your streamlined press list in
hand, the next step is to figure out what you want to say to members of the media, as your messages will likely differ from those to current clients and prospects. "You must entice journalists,
and you need to do it concisely because they don't have the time to dig through a pile of information to understand how it applies to their readership," says Marilyn Kroner, principal of Kroner Communications, a marketing-communications firm based in Boulder, CO. "The right messaging is critical to successful interviews before, during, and after the show. It should include clear positioning, product differentiation, and something of compelling interest to that publication's readership."
If your company doesn't have a key announcement such as a product launch, focus on any conference sessions at which someone from your company is speaking, any promotional giveaways or drawings you're hosting, and so on. Compose a media advisory with this information and distribute it to each journalist on your list prior to the show.
 3 Notify the masses
Any press releases you send via e-mail or in a press kit should also be distributed through newswire services such as www.prnewswire.com or www.businesswire.com. "There are paid options and free options," Musgrove says. "The paid options tend to have a better chance of making it to the editor's desk, whereas the free press-release-distribution sites are better for the company's search-engine optimization efforts. They tend to have 'sticking power' online, and appear often in keyword-search results."
Although newswires will likely have the best reach, if the cost of newswire distribution is not in your budget (costs range from hundreds of dollars to thousands of dollars, depending on the geographical distribution, number of words in the release, etc.), consider inexpensive or free distribution sites such as www.freepressrelease.com or www.webwire.com. These sites will at least result in some online postings and potential pickups. Place links in the release to an appropriate place on your website, such as a white paper or a show-specific micro-site. And keep in mind that most news-release distribution methods include search-engine optimization, so use keyword-rich copy in press releases and media. Doing so will help your release appear on top of search-engine results.
You can also enhance your distribution by using sites such as Pitch Engine (www.pitchengine.com) to get the word out. Pitch Engine allows users to create online press releases, media advisories, announcements, etc., and then share the information via a number of social-media sites, including LinkedIn, Twitter, Facebook, and more, all for a nominal fee.
"Use social media to not only build relationships with your current clients and prospects, but also with journalists," Thomas says. "By having a social-media presence, you are increasing your company's exposure, thereby increasing the chance that members of the press will catch wind of your company's plans for the show." Though social media is an easy way to reach out to the masses, Thomas stresses the importance of communicating with your targeted list of journalists via personal e-mail correspondence as well.
 4 Book interviews
Distributing press releases, maintaining e-mail contact with targeted journalists, and having a social-media presence are all part of a strategy to get members of the media to your exhibit. It's unlikely that press will request interviews out of the blue - unless there is already a lot of buzz about your product or company. So be proactive, and start booking press appointments several weeks in advance of the show.
The sooner the better, according to Musgrove. "Start sending pitches as soon as you have your list of targeted press," she says. Depending on the number of contacts you plan to pitch to, you may call or e-mail, but whatever communication method you choose, include a compelling reason for the media contact to meet with you. "Start by pointing out any company or product announcements you are making related to the show," she says. "Next, suggest meeting over coffee or a even meal. Not only does it allow more one-on-one time without the distraction of the show floor, a meal or cup of coffee is also an added incentive to meet."
But even if you offer coffee or lunch, be prepared for no-shows and rescheduling. "Missed meetings happen - and a lot of times, writers and editors will stop by the booth outside of their scheduled time," Thomas says. "So, it's important to be flexible from the get-go, and ask for cell-phone numbers so you can touch base with journalists during the show in case they don't show up, or need to reschedule on the fly."
Also familiarize yourself with the schedules of your company's executives attending the show. "Determine which of your executives will be available for press meetings during the show, learn their schedules, and make sure they commit to keeping certain times open for interviews," Kroner says. "And be sure you have the right executive for the publication. For example, if you are in the technology industry and the publication is highly technical, you might want to include your VP of engineering. If it's a business publication, you might want your CEO or CMO to participate in the interview."
5 Assemble your kit
Press kits are a tool of the trade, and picking one up is second nature for any editor or writer. Press-kit materials can be housed in anything from a branded folder or USB drive to an online press room (if that's the case, include the URL in all press correspondence). Your kit should feature the following: a brief company overview, two or three of your latest press releases, product data sheets, and the contact info of the company spokesperson. You will typically be given the opportunity to leave press kits in the show's press room, but also have plenty on hand to give to media members that stop by your exhibit, and distribute them to writers and editors during interviews.
"While at-show distribution is necessary, you may also want to mail press kits to designated members of the media prior to the show," Musgrove says. "For example, if you're announcing an important product at the show that is likely to receive media attention, send out the kit to select publications that are willing to agree to a temporary nondisclosure agreement. As soon as the product announcement is made, the agreement expires, and the media can release their coverage immediately, resulting in a scoop for them, and quicker coverage for you."
6 Set goals
Just as you would set goals for the number of leads you collect, you should set media-related goals. For example, you can set out to conduct five interviews on site with targeted press, or even track the number of journalists who visit your exhibit. Other press-related goals include increased website and social-media traffic, media coverage (such as the number of product reviews or articles), media impressions, and the number of requests for interviews.
Regardless of the goals you set, it's important to keep management's expectations in check. So consult the press list to get an idea of which publications are going to be at the show, and set objectives accordingly. For example, let's say your CEO gauges the success of a PR campaign at a show based on whether it generates on-site interviews with and feature articles in the top three trade publications in your industry. If, however, you scan the press list and note that only one of those publications regularly attends the show, you can proactively adjust your CEO's expectations.
 7 Get involved
Press relations at a trade show aren't just about what happens in the exhibit hall. For example, if a show has a conference component, find out if your company can contribute to the educational offerings. You might have the opportunity to submit content for an educational conference session, or even participate in a panel discussion. If your company is hosting a session, inviting the press is great outreach - not only will it provide more exposure for your company, but it will also demonstrate your involvement in industry education.
Another way to become involved in the show is to participate in product- or service-specific awards programs, which are an often overlooked, but
valuable, exhibit-marketing opportunity. Check the show's website for information on any awards programs your company could enter, and if there isn't an awards program, or you don't see any awards categories you could enter, talk to show management about adding one. Kroner points out that, should you win, your company will likely receive additional exposure during the show as well as in post-show coverage on the show's website and in some cases, in industry publications. You can also distribute your own press release announcing the award to your list of targeted journalists. "An award-winning product will be award winning until the end of its life, so that award can be leveraged for years," Kroner says.
8 Train your staff
Well-meaning booth staff can unintentionally leak information to the press that is not public, such as unannounced or delayed products, employee-morale issues, merger rumors, etc., which can have disastrous consequences. So, have a plan in place and share it with your booth staffers. Should they zip their lips and direct the journalist to a company spokesperson? Should they allow journalists to take photos of products or the exhibit (and, if not, how should they communicate your no-photos policy)? Should they answer questions from media reps? Should they provide tours of the exhibit? Decide what action you want them to take, and make sure everyone's on the same page.
If your staffers will interact with journalists, Musgrove outlines the following media-training basics to help facilitate a conversation without accidentally oversharing:
 Communicate and practice a company or product elevator speech.
Anticipate questions that may be asked by media reps and rehearse appropriate answers.
Prepare sound bites (key messages that can be seamlessly woven into the answers given to the media contact). A well-crafted sound bite with a statistic, key message, or clever turn of phrase often means a direct quote in a resulting article that says exactly what you want it to.
Speak in lay terms - don't get too technical or use industry jargon.
Don't be afraid to say "I will get back to you on that" if you don't have the answer to a question.
Be friendly, but not too relaxed - and always assume that anything said can wind up in print.
Take notes and follow up on any action items, such as requests for photos or product samples.
If asked a question that implies negativity, never repeat that implication or statement as part of the response. For example, if a reporter asks, "Didn't the previous product model have a lot of problems, leading to low customer satisfaction?" answer with something along the lines of, "We at XYZ Corp. continuously strive to achieve the highest quality possible, and our engineering team is working really hard to make the new widget a clear leader in its class." There is only positive content in that answer, versus a response such as, "We didn't have that many problems and our new widget is greatly improved." The latter response could result in a story that focuses on the "many problems" part of your response.
Of course, you can always stipulate that staffers direct members of the media to a designated press liaison within your exhibit (perhaps yourself or a company spokesperson, for example). This is especially helpful if your staff comprises salespeople on the hunt for buyers, as a journalist's badge is likely going to garner the cold shoulder, and consequently, a missed PR opportunity.
 9 Prepare your exhibit
Since it's likely that some, if not all, of your interviews with the press will take place in your exhibit, incorporating a few journalist-friendly perks will go a long way. "A quiet, comfortable place to talk is key," Kroner says. "Also, refreshments are nice, as is a gift, but neither are absolutely necessary - and check with show management, as some industries don't allow hospitality or gifts." If you decide to offer a gift, Thomas suggests picking something useful - and lightweight. "In my experience, journalists appreciate pens and notepads, but absolutely love USB drives loaded with all the company and product information they need," she says. "They also like free product samples, and although some vendors request the product back, I say let the journalists keep it. You never know when they'll have an opportunity to write about your product."
If you don't have a quiet area in your exhibit, off-site meetings (such as at a restaurant over breakfast or lunch) are often a welcome alternative. Plus, they can be scheduled around the exhibit-hall hours, reducing the risk of time conflicts and missed appointments. Another option is to host meetings in the show's pressroom, which most shows will allow.
Whether you conduct the interview in your exhibit, the pressroom, or off site, be succinct in communicating your content, make it applicable to that publication's readers, and don't keep anyone waiting.
10 Continue the
conversation
Just because the show is over, it doesn't mean you should discontinue your press-relations efforts. This is the time to take the action items you noted during in-booth interviews with the media and, well, act on them. "Follow up with each and every journalist who stopped by your booth at the show, even if they didn't do a sit-down interview with an executive," Kroner says. "You want to beat them to the punch, keep the conversation going, and demonstrate that you're accessible." That said, she advises against becoming a squeaky wheel. "There's definitely a fine line between being helpful and being obnoxious. You don't want to smother them with your attentiveness, but you do want to make yourself available in case they need information or want to conduct a follow-up interview."
Think of it like a phone call after a first date - you don't want to be the equivalent of a stage-five clinger. And though there's no "three-day rule," there are definitely some dos and don'ts. Musgrove suggests first identifying the press contacts with which you want to keep in touch and how often you should contact them. After finding out their preferred method of communication, call or e-mail to thank them for their time at the show, and ask questions about the stories they're working on. "This is a great opportunity to offer up your company as a source for an article, or to connect the writer with a source in the industry," Musgrove says. "The key to continuing the conversation with a journalist is to be more than just a company spokesperson or media contact. Position yourself, your company, or one of your company's execs as an industry expert in a particular area and offer to serve as a source. This often opens the door for more coverage."
 11 Measure the results
Track media impressions and count the number of original articles and repostings - whether the content is favorable, neutral, or unfavorable. Also note who was quoted, and what product was mentioned. And be diligent. "When it comes to looking at measurement in terms of the number of articles written, the editor or writer likely won't alert you about coverage, so you'll have to monitor it yourself," Musgrove says. You can use a press-clipping service, which costs money, or track online press coverage via Google Alerts.
Also check web analytics to see how an announcement made at a show (or an article written as a result of your presence at a show) affected visits to your company's website. Your web team should be able to tell you not only how site traffic ebbed or flowed in the weeks before, during, and after a show, but also where visitors to your site came from. For instance, if a product review in an industry journal includes a URL to your home page, you should be able to easily track exactly how many people clicked through.
Although hard metrics are important, also include a brief overview of the media activity at the show. Your overview should include a summary such as "The show provided us with the opportunity to connect with several key editors and industry analysts," as well as the names of the journalists who conducted interviews and the names of their publications.
Collect that info and include it in the PR section of your post-show report to prove to management that your efforts were worth the investment.
12 Conduct a
postmortem
Finally, meet with your booth staffers, the designated booth spokesperson (if you appointed one), company executives, and anyone else who helped with press inquiries, interviews, tracking, etc. Get everyone in a room and have a conversation about what worked, and what didn't. Then take any feedback you receive and make the necessary adjustments to the PR component of your exhibit program before your next show.
For example, if an executive had difficulty devoting an entire hour to an interview on the show floor, consider blocking out appointments for 20 minutes at a time instead. Or perhaps booth staffers reported that members of the media were asking the same three or four questions about your company or its products and services. Take that into account and create a one-sheet of info that answers those common questions. Not only are you improving your approach to the press; you're also showing your colleagues and execs that they're an important piece of the press puzzle. That buy-in will go a long way when it comes to their willingness to accommodate the needs of journalists at future shows.
It may seem like considering the press takes an awful lot of extra time and energy, but it will pay dividends in the end. "Press relations is definitely effective - it can increase brand awareness, bolster lead-generation efforts, and drive traffic to your exhibit and your company's website," Kroner says. And who knows, making little tweaks to include the press in your exhibit planning just might introduce you to a whole new group of suitors. E
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