Why Media Coverage Matters
Trade shows are about more than showcasing products and networking. They’re also prime opportunities to secure press coverage that boosts visibility far beyond the show floor. With the right PR strategy, even small booths can capture headlines. Smart planning is what drives media coverage at trade shows—not luck.
Media coverage at trade shows comes from proactive outreach: writing press releases, preparing media kits, scheduling interviews, and making it easy for journalists to tell your story.
Success Story: ZapCap
ZapCap, the company behind the “World’s Greatest Bottle Opener,” proved that booth size doesn’t determine success. With a 10-foot display and a targeted press campaign, they landed a feature on Good Morning America during the International Housewares Show in Chicago. Their success wasn’t random—it was the outcome of planning and execution.
Proven Tips to Attract Media
Write a Press Release
Announce your trade show participation and highlight what makes your product unique.
Offer Expert Interviews
Reporters want credible experts, not just salespeople. Prepare someone who can speak knowledgeably about your product or industry.
Prepare a Media Kit
Include bios, company information, and product details. Provide digital access for convenience.
Schedule Media Appointments
Don’t wait for the press to find you. Reach out in advance to secure coverage.
Plan Ahead
The strongest media coverage at trade shows comes from preparation months before the event. As Absolute Exhibits has seen with clients, outreach that starts early—combined with storytelling and ready-to-use resources—produces far better results than last-minute efforts.
Sample Press Release Angles
Not sure what story to pitch? Consider these proven approaches:
- New Product Launch – Announce a debut or innovation that will premiere at the show.
- Executive Commentary – Offer thought leadership on industry trends through an executive perspective.
- Partnership Announcements – Publicize collaborations or joint ventures that signal momentum.
- Awards or Recognition – Share recent achievements or nominations that add credibility.
- Unique Experiences – Highlight special in-booth demos, presentations, or interactive events.
Each angle provides journalists with a hook that makes your story newsworthy.
Quick Checklist: Media Coverage at Trade Shows
| Action | Why It Matters |
|---|---|
| Press Release | Signals newsworthy story before the event |
| Expert Availability | Provides credibility beyond sales messaging |
| Media Kit | Makes journalist research faster and easier |
| Pre-Scheduled Interviews | Ensures coverage isn’t left to chance |
| Early Outreach | Builds relationships and maximizes exposure |
The Bottom Line
Securing media coverage at trade shows doesn’t require the largest booth—it requires preparation. By crafting the right press release angles, offering credible voices, and making the media’s job simple, you can land coverage that extends far beyond the event itself. With careful planning and the right partners, your booth can earn headlines long after the show floor closes.
