Plan.Meet.Repeat March April 2019 Issue book meet repeat march april | Page 5

INCREASE
BRAND AWARENESS
WITH PUBLIC RELATIONS
A
ccording to the Public Relations Society of
America, “Public relations is a strategic
communication process that builds mutually
beneficial relationships between organizations and
their publics.”
Every business participating in trade shows or
conferences should understand the value of the public
relations process prior to, during, and following these
events.
Increase awareness by conducting outreach to media
outlets to feature a speaker, trade show, conference or
meeting. From show dailies and business magazines
to newspapers, television outlets, podcasts, and blogs
and online press, use different angles with the end
goal of growing potential customers, booking
additional speaking engagements, supporting
reputation management and more.
Keep in mind these suggestions when working to
secure press coverage based on trade show or
conference participation.
Prepare a press pitch to reach targeted media
The tradition of who, what, where, when, why, and
how still holds true in press outreach. Those covering
a specific meeting or conference should easily grasp
what your business does and why it is relevant and
newsworthy to a journalist covering the industry.
A press release is helpful in communicating that
message to the media while an easy-to-read pitch
effectively notes what you have to say and why the
press should be interested in learning more about your
company, product or service. Remember to stay
focused in the message and keep the “less is more”
approach in writing.
For new product, service, company or speaker news,
be sure to have a fact sheet and photo or a biography
and headshot of the speaker. This is helpful in
rounding out a potential story.
Make sure that you stand out! By effectively
connecting with the media, you are, in turn,
connecting with current and potential customers.
Review key message points
Journalists covering trade shows are pressed for time.
Therefore, key message points should be prepared and
reviewed prior to interviews.
Prepare by thinking about the power of threes --- three
key talking points each with sub-points to highlight.
Make sure that your company spokesperson stays on
point to effectively communicate the news that you
want covered.
While each media contact will want something slightly
different, the spokesperson should target responses,
keep answers concise, and remember that nothing is
“off the record.”
Secure the trade show press attendees list
Exhibitors oftentimes have access to current and
previous trade show or conference press attendees
lists.
Plan Meet Repeat Magazine March/April 2019
5