10 More Tips to Court the Media: Part Two
Photo Source: Pixabay
In the world of public relations, one of the most powerful weapons is the media.
The more buzz you can create around your trade show, the more your exhibitors and attendees will want to be involved. And what better way to create buzz than to get media reps interested in covering your trade show? After all, one story from a respected reporter can reach millions of potential customers.
Getting media reps to attend an event can be a challenging task, but with the right approach and a little patience, you’ll be able to score incredible exposure for your show today and create relationships that will benefit your shows for years to come.
Below are 10 tips for courting the media and getting them to your trade show.
#1: Develop a Strategic List of Media Contacts
Sending out a mass message to every reporter in your area or industry won’t make you any friendlier with the media. In fact, it will probably come across as amateurish and a waste of time.
To build a list of media contacts that you can use, start by creating a list of reporters that cover your event, subject matter, or industry. You may already have some contacts from the past few years to work with. Be strategic about who you approach and what you send them.
#2: Find Out What Sells Your Story
Journalists are incessantly inundated with press releases, pitches, and emails. They receive information all day long from sources they trust and don’t want to waste their valuable time and energy on contacting sources that they don’t know or can’t vouch for.
To get into a media rep’s good books, find out what sells your story to them. Most journalists are not motivated by bottom-line issues, but instead, they’re focused on sharing content their readers are interested in. You must give them compelling news items and interesting, relevant angles about your show to get them interested in covering it.
#3: Create a Tip Sheet
A tip sheet is a brief outline of the key details and information a journalist should be aware of to properly cover an event. A map of where booths are, a list of the show’s speakers, a schedule of events, where to access photos, and a brief press release are all things that could be included.
#4: Create a Shot List
If you have an in-photographer covering your event, it helps to create a shot list ahead of time. A shot list is a list of what parts of the show you’d like photographed, such as certain speakers or the group of attendees enjoying cocktails. This will give you high-quality content ready to send to journalists covering the event.
#5: Brief Your Staff
Make sure your employees are aware of who the journalists are and what publications will be represented. They can direct them to the media room and help them with any information they may need.
#6: Host a Press Hour
Having time set aside specifically for journalists and reporters can help you make a better impression by giving journalists the opportunity to have access to the content before the crowds begin. This also creates a better environment to conduct one-on-one interviews.
#7: Give the Press a Dedicated Place to Check-In
Having a dedicated place for press reps to check-in, where you can provide them with the necessary information and materials, they’ll need to cover your event, can help establish trust by showing that your team is prepared. Giving some preferred treatment will go a long way as many reporters will need to get in and out of your event quickly.
#8: Schedule Photo Ops Ahead of Time
Another way to make the coverage easier for the press is to schedule photo ops ahead of time. If you have speakers, notable clients, or other elements that make for great pictures, ask if their photographers can come early to take some shots. This will help ensure that the press has access to the images they need even if they’re short on time.
#9: Create a Dedicated Media Lounge
Having a dedicated media lounge is a terrific way to thank the press for covering your show. It creates a relaxing environment where reporters can plug in their laptops and work undisturbed, without the loud sounds of an expo hall in the background.
#10: Follow-Up After the Event
After the show has finished, send a follow-up thank you note to all the reporters who attended and helped cover your event. Thanking them again for their time and attention will help solidify that you value their work. Ask them to share a link to the story once it’s up so you can share it on your company’s social media accounts as well. And don’t forget to ask them what other kinds of stories they’re working on so you can send them more relevant pitches in the future.
Getting journalists to attend your event is the best way to make sure your brand receives maximum coverage. By following these tips, you can achieve long-lasting relationships with journalists — and have an even higher chance of getting media attention at your next show.