public relations…social media…commmunications…marketing. Repeat.

In a previous position, I had the opportunity to attend the industry’s biggest trade show/conference of the year. There were many weeks of preparation leading up to the big show, which pulled in thousands of attendees from across the United States. As a public relations professional in the industry, I knew how important this show was to a company’s branding, marketing, educating and selling purposes.

When businesses think of trade shows and conferences, their number one priority is sales. However; there is great value in a strong pre-show, show and post-show public relations campaign. Here are a few benefits:

• Pre-show PR: Generate buzz about your brand. Pre-show PR creates interest among attendees and non-attendees. A major industry-wide trade show also creates a great opportunity to announce a major product launch. Using pre-show PR keeps momentum going about your new product or announcement weeks, if not months before the show.
• Pre-show PR: Creates perfect opportunities to schedule meetings/interviews between senior level execs and industry media. What better way to take advantage of all your industry media being in one place at the same time! Take the opportunity to set-up meetings between your senior level executives and the trade publications. Trade media is there to take in the sights and sounds of the show and write a story, but they are also there to hear from your brand and your experts. These meetings could lead to editorial opportunities and position your company as a leader in the industry.
• Show PR: Strengthen your relationship with your contacts through face-to-face interaction. Attending a trade show is a great way to strengthen your relationships with your media contacts. You will have the opportunity to put a name to a face and more importantly, so will they. You will no longer be name@xyzcompany.com. When someone knows you by face, they are more likely to reach out to you. It will be easier to hold their attention and really drive home the message for your company. Strengthening these relationships can turn you into a reliable resource for your media contact and ultimately garner more media attention for your company.
• Show PR: Add to or create your video and photo inventory. With all the excitement that surrounds a trade show, be sure to catch it on film! All you need is a Flip™ and a digital or professional camera. Set up impromptu interviews with show attendees or see if you can grab a speaker before or after their session. Be sure to also catch some of your clients or business partners on camera so they can give you great video testimonials. A picture says a thousand words. Take pictures of the trade show floor and show your team hard at work! Then share those images and videos on your site, blog, social sites or other forms of communication you use with your audience.
• Post show PR: Make sure you follow-up! Once the dust has cleared from all the trade show hustle and bustle, make sure you follow-up with your contacts and remind them about that product launch, announcement or interview you scheduled between them and one of your senior level execs. They will appreciate the follow-up.

There are many trade show and conference related opportunities that could be added to this list. Feel free to add your own. Leave a comment!