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How to Attract Media Attention
Use press releases, press kits, and press conferences to attract more media attention.
Pre-Show
To get an editor interested in your press release, make it newsworthy with:
New technology
First-time or unique product introductions
Show-related promotions and events
Product improvements
Notification of mergers/acquisitions
At the Show
Use press kits to get hard news about your company and products to the media. Most shows offer a press room onsite. Contact your show’s Marketing Department to confirm. Bring enough kits for the pressroom and your booth. Include:
Press releases
Photos with captions
Your company logo
Supporting literature
A technical specifications list
A business card or contact information
- Note: What is a press kit?
Press kits are a one-stop source for the media to get information about your company and products. Most shows have a press room on or near the show floor. Contact your marketing representative for information regarding that room or booth#. Information included in the kit should be kept simple and to the point – journalists are not interested in marketing materials; they are after hard news. The best kits are enclosed in a folder that is marked clearly on the outside with the company’s name and booth #. Some members of the media prefer an electronic press kit – online or CD-ROM’s. These electronic kits should contain the same information as hard copy kits.
Press Conferences
With good planning a press conference can gather a lot of media. Some topics that would interest the media include:
New products or technologies
Company announcements
Introduction of a new member of your executive team
Revealing research that is available for the first-time ever in your booth
Presenting any celebrities that may be appearing in your booth
Post-Show
After the show send a release to the media who attended the show. Include:
A recap of all activity in your booth
The products that attracted the most attention and why
Future expectations relating to your company’s new products
Any upgrade to information contained in your press releases during the show
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