Lessons Learned from Working with Media at Trade Shows and Live Events

Today, when we think about trade shows, we usually picture the booth, the keynote and the big product launch. But for communications teams, some of the most valuable moments at an event happen off the main stage, in a quick conversation between a client and a reporter.

Every industry has its marquee events, and the media follows. In healthcare and life sciences, for example, shows like CPHI, HIMSS, HLTH, DCAT and ASCO bring together the people shaping the industry and the reporters who cover it. Events like these are a great place to share news. They are also some of the most crowded. Reporters arrive with packed schedules, companies save their biggest announcements for show week and every booth is competing for the same handful of meetings with potential customers and partners.

In recent years, how reporters cover events has changed. The benefits of technology allow many to follow along virtually, which means the people writing about a show aren't always the ones walking the floor.

Our team has spent time navigating this evolving media landscape at events like these and have definitely learned a few things along the way. Whether it’s an event specializing in healthcare, marketing technology or consumer goods, there are several underlying themes that apply across industries when it comes to interacting with media at live trade shows and other events.  

Start early, even if the news isn't final

It's tempting to wait until your client's announcement is locked in before reaching out. But by then, reporters' calendars are often already full.

You don't need every detail to start the conversation. An early touch point letting a reporter know your client will be at the show and is interested in setting up a briefing is a good place to start. When the news comes together, your follow-up lands with someone who already has you on their radar.

Know what makes your client newsworthy

Reporters at a major show are sorting through dozens of requests. So, before pitching, take a step back and ask what your client actually brings to the table.

• Do you have an exclusive to offer?

• Is there new data to share?

• Is there a customer who can speak to their experience?

Being at the show is a starting point. Having a clear reason for a reporter to sit down with you is what earns the meeting and eventually the coverage.

Look beyond who's attending

It's easy to build a media list around the registered press list. But many reporters now cover events virtually and limiting outreach to who's on site means missing some of the people writing about the show.

That's why it's always worth offering a virtual briefing before or after the event. A pre-show call can set up coverage that runs during the show and a post-show conversation gives reporters a fresh angle once the initial wave of news has passed. Either way, your client is part of the coverage even if the reporter never sets foot on the floor.

Prepare your client for who they're meeting

Message prep usually gets most of the attention before a show. But knowing who's sitting across the table matters just as much.

If your client has worked with a reporter before, remind them. What did they talk about? What were the takeaways from that discussion? Can you build on that previous conversation?

When a client knows who they're talking to, the conversation picks up where it left off. And that's what turns a single briefing into a lasting relationship.

Be flexible

No matter how well you plan, show schedules change. Sessions run long, reporters get pulled onto breaking stories and interruptions come up on the floor.

Build in some cushion, keep backup options ready and stay in close contact with reporters throughout the day. A briefing that moves from the booth to a phone call the following week should still be considered a relationship building win.

Bringing It All Together

Trade shows move fast, and the media relationships built there take work well before the doors open. Starting early, knowing your news hook, thinking beyond the attendee list, preparing your client and staying flexible all give each briefing a better shot at turning into coverage.

The events will keep coming. Teams that treat every show as one step in a longer relationship with the media will get far more out of them.

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