Make tradeshow PR work for you by planning well in advance. If
you want to book executives to speak with reporters in attendance,
don't make your calls a week out from the event - or even three
weeks out.
A reporter in our newsroom is headed to a major industry show
later this month and was filling his calendar with events, from
press conferences to receptions to dinner meetings, in early
January. Now, about two weeks away from the trip, he's receiving
repeated calls from PR professionals hoping to snag a moment of his
time while he's at the show to meet with their CEOs and VPs of
marketing. Unfortunately, even when interesting companies call, he
has to decline because his schedule is so tightly packed.
And what's worse, we suspect from experience that when he
arrives on site, he'll have to deal with some serious frustrations.
Of course, no one can avoid the occasional glitch - the executive
you booked to talk to an important trade journalist or key national
reporter is stuck in a cab somewhere in Midtown traffic. Or a
journalist (though we would never admit to it!) makes a mistake in
his or her own calendar or arrives late for a meeting. But there's
a good deal you as the PR professional can do to mitigate these
problems.
- First, when booking meetings with reporters at tradeshows,
always provide a number where you can be reached during the show,
whether it's a cell phone number or a pager. All too often,
reporters call to make changes in the schedule or ask a question
only to reach your voicemail and hear that you'll be away at a
tradeshow for three days. - At the event itself, remember that your meeting is not the only
one the reporter has booked. Other meetings may run long, and the
journalist likely will be just as frazzled and exhausted as you by
the relentless pace of a major show. If a reporter misses an
appointment or arrives late, try to be accommodating, whether by
arranging another meeting or even a phone conversation. Never play
the blame game. - If executives' conversations with reporters are running long,
set up a system to discreetly advise them that it's time to end the
conversation and move on to the next meeting. - Always follow up with reporters after the show is over (and not
with a blast email including the same press materials you
distributed to every reporter who visited your booth at the show).
Place phone calls to key outlets to offer more information or
materials and make sure they felt they had enough time with your
executives to get the answers they needed.