Attract media attention

Your company is going to be introducing its latest product at the upcoming trade fair. How can you make sure that your innovation is going to get the media coverage it deserves?

Members of the press usually wear special press badges. Ask your staff to be on the look out for these badges so that they know when they are dealing with a journalist. If a journalist is interested in a demonstration then do it right away; do not ask them to come back later because chances are they won’t return. If you are handing out giveaways, make sure to also give them to journalists as a memento of your company for when they are back at their writing desks.

An interview given by a company Director will be more appealing and have a greater impact then an interview with a ‘Mr Company Regular’. Ideally, the company’s big boss is at the exhibition for at least a day or two; this should be announced via a press announcement to the trade press in advance.

Every exhibition has a press room. Use it! Place your catchy media kit in a conspicuous spot and check daily to see if you need to restock them. A media kit contains information about your latest product/service, photographic material, company information and a business card for the press contact.

Hold a press conference to spotlight your latest product or service. Ideally this is done during the exhibition but not at your stand. Make sure to have a sufficient amount of media kits available for handing out. It’s always a good idea for the Director (or the one responsible for the latest product/service) to be present for giving interviews after the conference.