Score some ink at the trade show

Trade shows make for great public relations opportunities. Usually there is a specific topic associated with the show, so members of the press will be there seeking information on hot industry topics. Make the most of the opportunity by getting in touch with this potential audience before the show, and creating relationships with editors.

 

Start early. Find out which publications will be attending the event about one month beforehand. Research to see if there is a "show daily," the official show magazine distributed daily on the show floor.

 

Get them interested. Before the show, pitch the publications' editors on a timely topic that you can knowledgably discuss. Ask if they have time to meet you and discuss the topic at the show.

 

Be ready to talk. Show up for the meeting prepared with specific points to make on the topic you pitched. Take the editor's lead; if he or she is not interested in what you are saying, don't force it. If the editor is interested, offer an article or white paper on the topic.

 

Focus on follow up. Check in after the show to find out if the editor wants an article, expert interview, or how you can help with editorial content. Continue to provide information to the editor as needed, and nurture the relationship you've created.