One initiative often forgotten about at trade shows and conferences is public relations (PR). Obviously tradeshows are an excellent way to increase visibility of your company with a targeted audience of potential customers. Most companies are well aware of this and focus their efforts solely on garnering the attention of attendees in order to generate sales leads.

What many companies fail to recognize is the vast potential to also grab the attention of the media covering these events. Magazine editors, writers, consultants, and bloggers attend shows to gather information and become educated on what’s new in that particular industry. They want to know what products are being introduced, what new technologies are emerging, what companies are partnering together, and what new services are being offered.

In order to get their attention, companies must be proactive. Tradeshow organizers engage in promotional activities that include the media so be sure and look for opportunities to get your company included in any pre-show newsletter or press release distributed by show management. Contact the show’s PR staff and ask for any opportunities to contribute industry information or research, or provide industry “experts” at your company to participate in panel discussions, give speeches, or to teach product- or technology-specific classes.

Several months before the show, put together a press kit that includes: a one-page company overview; a press release on whatever you’re introducing at the show; product spec sheets on each product or service; case studies or user stories demonstrating the real-world benefits of your products or services; recent news articles; and a CD of images of your company’s products that the editors can use for publication. Also be sure and include the business card of the person within your company responsible for PR. Put press kits in the show’s media room, as well as in your booth.

A few weeks out, obtain the list of all members of the media who are pre-registered for the event. Contact the key members of the media and schedule a time for them to come to your booth and meet one-on-one with a company representative to get a demo of your product and an overview of your company. Make sure you have something newsworthy to share with them: research findings, significant new technology or products, market news, etc.

If you have significant news to share, you might consider holding a press conference. The show management can assist you in obtaining a room outside the chaotic show floor and can also help with preparations such as food or drink you might want to offer weary members of the press.

Keep in mind that good PR is about building relationships with the media and positioning your company as a thought leader in your industry. If an editor likes you—and as a result, the company you represent—he or she will be more likely to contact you for information or interviews with key personnel when they are writing an article on a topic with which your company can offer some expertise.