The five laws of trade show media success.

1. The Care & Feeding
of Trade Show Journalists

2. Chris Wailes
Vice President, National Media Relations Strategist
cwailes@piercom.com
@mediahits
February 05, 2015

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Want to break through this noise?

4. The Five Laws
of Trade Show
Media Success
• TIME MANAGEMENT
• NEWS JUDGEMENT
• SHOW-TIME TALENT
• 21st CENTURY THINKING
• RELATIONSHIPS WILL
BUILD YOUR BRAND

5. Maximizing Time – Yours and Theirs
1. Know what you want to say, how you want to say it and why you
want to say it now at this show: You have 30 seconds.
2. If you can’t answer WHAT, SO WHAT and NOW WHAT, don’t
try to book trade show interviews.
3. Before you begin pitching interviews at the show, create a
message playbook to codify the competitive points of
difference and distinction you want to read as headlines in the
articles generated by interviews at this show. Pitch in sound
bites!
4. “Get off the Floor” to reduce cancellations and conflicts
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6. Do You REALLY Have News?
1. Reporters’ top issue with booking trade show interviews: False
Pretenses!
2. News doesn’t always have to mean new products – do you have a
top company executive/industry insider whom this reporter hasn’t
met but can serve as a new “reliable source” going forward?
3. Speak at the show or host a panel session to generate your own
news with industry insight and analysis – use a one-to-one meeting
before or after to amplify your industry thought leadership
4. Don’t tell a reporter when you can show a reporter: Touch, see, feel,
hold, use – are all keys to trade show coverage
5. Announcing something at the show? One word: Embargo!
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Trade Shows are for Closers
1. Trade shows are for your A-list media…and your equally A-list
executives
2. Get that list of pre-registered media early and divide it into A & B
tiers: The B’s are for press release distribution and follow up; Your
A’s are the ones who get those few and fleeting minutes in person
during the show
3. Not enough of your A-lister’s registered? Think outside the
show…and manage those C-Suite expectations – early!
4. With one chance to make a first impression, now is the time for your
company all-stars to take the lead
5. Make the Ask: Proactively offer to contribute content to your top
trade publications

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21st Century Trade Show Thinking
1.Paper press kits?
2.Daily media-centered podcasts
3.Follow your show-attending A list media on Twitter
4.Quick-hit blog posts about the media you’re
meeting and what you’re talking about (include
photos)
5.Feed that show daily – seek out show awards
(OTC: “Spotlight on New Technology” - Remember
that an award winning designation is forever!)

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Build OTC Media Connections into
Long-Term Relationships
1. Your trade show meetings with industry press are only the appetizer
2. What can you next show your A-list media?
3. Is there a field trip you invite them to take?
4. Which customers can you introduce to the conversation to deliver a
tangible “WOW” factor to what you shared at OTC?
5. How can you best help your top industry reporters: Think about offering
industry connections, access and availability after the show to stay top-
of-mind and become a reliable source between “your” stories
6. PR does not really stand for Public Relations; PR stands for Personal
Relationships

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Thank You!
Chris Wailes
Vice President, National Media Relations
cwailes@piercom.com
@mediahits