October 2005
Step-by-Step: Media relations
Five steps for generating more press coverage for your show
By Dawn J. Grubb

1. Plan in advance.
How far? At least a year. Start by announcing next year’s dates during your current show.

Send out news releases about your show as you nail down key details (conference program, keynote speakers, specials events, etc.). Editors store releases in their “future-issue file” so that they can reference them for story ideas.

Other helpful information to send editors in advance includes logos, photos of the show floor, exhibitor lists and contact names of appropriate sources. Create on online press area where the press can quickly and easily find this information. Another idea: Have exhibitors fill out a brief profile (100-200 words) on their company, products and services, as well as key contacts. This way editors will know who’ll be at your show and plan stories accordingly.

2. Target key media.
Compile a list of key media contacts, including trade, general business, and consumer, if appropriate. Search the Web or use industry directories, like SRDS (www.srds.com).

Keep in mind that there’s a big difference between the trade and general business press and their markets. Trade publications have a vested interest in your industry and will be more eager to cover your show, while general business publications are looking for such newsworthy stories as industry trends that have an economic impact.

Broadcast media will typically be looking for the local news angle. They aren’t as tied into your industry as the trade press, so you’ll want to help them identify potential stories and sources.

Remember, all editors and reporters want specific, relevant news, so target the appropriate media. And make conference registration for them quick and easy. Perhaps it’s as simple as asking them to respond to your e-mail with their electronic signature. Or dedicate an area on your Web site for fast, online registration. You’ll start learning about the key players and building relationships — as well as gathering data for your media database.

3. Make your pitch count.
Request editorial calendars for the publications you’ve targeted, or call or e-mail editors and find out what they’re working on. This will help you identify editorial opportunities or themes so that you can pitch specific content. Just sending out a general release announcing your show won’t cut it.

Be specific in your pitch. Share news about key trends, new product categories, a unique conference session or a new partnership or alliance with industry stakeholders. Do you have any unique contests, celebrity keynote speakers or interesting educational sessions planned? Editors want a unique hook, an industry controversy or a localized story angle.

Don’t forget exhibitors. While your primary PR objective might be gaining exposure to boost attendance, you want to help exhibitors achieve their marketing goals as well. Some of the smaller exhibiting companies might be PR newbies and need guidance with the basics: how to create a media kit, what key components to include in a news release, how to communicate with editors and connect with media during the show.

Remember editors’ deadlines and value their time. Share your news in a timely fashion and don’t try to make a pitch while they’re right in the middle of a production cycle.

4. Be a go-to resource.
The less footwork editors have to do, the better your chances of gaining coverage. Besides press releases, consider sending monthly e-updates as your show nears. This update could include your numbers to date for attendees and exhibitors, as well as announcements of new product launches or industry indicators.

During the show, be sure to stock your press room with media kits of important conference material (maps, conference program, list of exhibitors, keynote speaker schedules and their bios, etc.), as well as exhibitor media kits. Identify industry experts or exhibitors who are willing to be interviewed. All materials should include their mobile numbers so that media can connect with them during the show.

Don’t forget the details: Press will want high-speed Internet access so that they can file their stories. Dedicate a few staff members to the press room so that they can address any issues, answer industry-related questions and escort news crews on the show floor.

5. Follow up in a timely fashion.
You may be beat after your event, but put that vacation off for a week or so. This is prime time for editors and reporters working on their stories. And it’s another opportunity for you to convey your message and build media relationships.

Follow up on any editorial commitments you received before or during the show to ensure that editors have the materials they need. If someone was unable to attend, send them a package that includes exhibitor media kits, photographs and any other relevant show info.

Most editors want metrics (attendance and exhibitor numbers) and market news and statistics, so get all of this info together. Compile a post-show report or news release, and post this information on your Web site. Don’t forget to include show logos and high-resolution photos taken during your show.

Source: SRDS