February 2004
Tell your story

Last month, when I was reading Fortune, an article caught my eye — “The once-zany Tokyo auto show has become a real snooze.” Obviously, it was not a glowing review of the show.

The broad generalization about the show itself seemed a little unfair, considering that most of the complaints were exhibitor related, nothing the show manager had control over (except the location, which was “two hours or more during rush hour”). The main point was that Japanese automakers didn’t display any exciting new concept cars, according to the author, so the show had become boring.

Can you prevent headlines like these about your show? Do you have any influence? The answer is a resounding yes. What if the writer had contacted the show manager or press person? I’m sure they could have pointed out other interesting news or products that were presented at the show. Or perhaps show management could have put the writer in touch with key industry players to interview about why concept cars weren’t being introduced at the show.

Public relations is one of the most underutilized -— not to mention cheapest — tools in most show marketing strategies. We’re all guilty of not maximizing our resources. When was the last time you issued a press release? What was the content? Did it get picked up? By which media organizations? If you have a PR person on staff, do you let them know when there’s interesting news?

I read all show releases that cross my desk or computer screen, and I communicate regularly with many of the industry’s PR professionals.
Frankly, I’m surprised by how many shows don’t have a PR professional on staff, or, if nothing else, a dedicated point person to handle press relations. It’s unfortunate that top management doesn’t realize the value. Regardless, show managers should take an active role in telling their show’s story to the media. Here are a few simple steps to maximize press coverage for your show.

First and foremost, build a relationship with media professionals. Call editors to introduce yourself, meet them when you travel, invite them to moderate panels in your conference program. Most industries only have a handful of publications, so it’s easy to get to know the key editors. Call them before the show, and make an appointment to meet each one personally on site — even if it’s only for 15 minutes.

Develop a schedule for your press releases and update your media list regularly. Identify specific show features, topics and presentations that would be of interest. Return calls promptly and meet deadlines. Different media have different planning cycles. For trade and consumer magazines, request editorial calendars, which are typically set one year in advance. Are there any topics or issues that relate to your show?

Include a press section on your Web site. Post all press releases and, most importantly, include contact information for your press person. Make it easy for the press to register for your show. And once the show begins, it’s critical to update news generated on site. Were industry trends discussed at sessions? Can you quote key players who spoke? Is it easy for journalists to access show photos? Post-show coverage is just as important as pre-show coverage.

Above all, be proactive and accessible. If you have established relationships with media organizations, they are more likely to call for your side of the story. No one knows the most intimate details of our shows better than we do. Is your show’s story being told?

Danica Vasos
Editor
Comments for the Editor

P.S. It’s official. I’m a Mom. On Dec. 17, 2003, I gave birth to a beautiful baby boy, James Jackson. He was 7 pounds, 7 ounces, 21 inches long. I hate to sound cliché, but it’s been a truly amazing experience. Thank you for all of your e-mails and cards!