Every trade show is a public relations opportunity.

Your Trade Show Exhibit plan should be designed to target your target customer markets and the event, but here are a few tips that will help you make a PR impact.

Determine your PR objective

The best PR efforts have a singular, focused objective. Are you trying to increase awareness of your company’s products, services and/or brand? Are you trying to reach new prospects? Do you want to expand your distribution channels and recruit new distributors or dealers? Are you most interested in maintaining a presence and enhancing your company’s visibility?

What is your news?

If you want press, you need to create a story, you need to have a news hook. Are you introducing a new product or service? Has your company achieved a new milestone?

If you do not have news, looks for ways to create news value. For example, did your company recently complete a new research study about the industry or your products, and can you release some of this information for the first time at the trade show? Can you provide insight into current industry trends?

Build media interest before the show

Look at past events and see how much press coverage exhibitors received. Generally, national and international industry trade shows and conferences get the most coverage. Before the show, contact trade and local reporters who are likely to cover the event. Also, connect with any media representatives who are pre-registered for the show. Your overall goal is to secure media interest in your company, and if possible, schedule interviews during the show.

Work with the event organizers

Most trade show organizers engage in media promotion throughout the year. They are often the best source of information about who will be covering the show.

Put together a press kit

At least a month before the show, put together a press kit. Include information about your company, products and services, performance reports, past articles, key executive bios, and other material that will help reporters feature your company and your products. Include one press contact in your press kit.

Arrange to have your press kit in the media room or delivered to reporters. And, always have a few extra copies in your trade show booth.

Issue a press release from the show.

Make your news the focus of the press release and include a senior executive as the contact from your company.

A carefully planned tradeshow PR strategy can help you attract positive press coverage at your next trade show. It can also make your trade show exhibit investment more productive.