Trade shows are more than a chance to connect with buyers—they’re also a prime opportunity to engage with industry journalists. Yet too many exhibitors treat media like one-off mentions instead of long-term partners. To maximize visibility and credibility, focus on building relationships that last beyond the show floor. Here’s how to meet the press at trade shows in a way that fosters ongoing connections.
Offer Exclusives or Early Access
Journalists are always looking for fresh angles. Give them early access to product launches, behind-the-scenes details, or executive interviews. Even a short briefing before your public announcement shows respect for their role and increases the likelihood of meaningful coverage.
Pro tip: Provide a media kit with visuals, product specs, and quotes so they have everything they need to write quickly.
Host Small, Invitation-Only Gatherings
Large press conferences often get lost in the noise of a busy trade show. Instead, invite a select group of journalists to a coffee meetup, VIP happy hour, or private demo. Smaller settings encourage conversation, allow for deeper questions, and make journalists feel valued.
Follow Up with Personalized Content
The relationship doesn’t end when the show closes. Send a thank-you note, share high-res images, and highlight any updates since their visit. Personalization is key—refer to specific conversations or angles they showed interest in. This builds trust and keeps you on their radar for future stories.
Be a Resource, Not Just a Pitch
Journalists quickly tune out brands that only push press releases. Instead, position your company as a reliable industry resource. Share data, market insights, or expert commentary that helps them cover trends. By offering value beyond your own booth, you establish credibility and strengthen the relationship.
Quick Checklist: Meeting the Press at Trade Shows
- Provide exclusives or early access to launches.
- Host intimate gatherings instead of generic press events.
- Follow up with personalized content after the show.
- Offer insights and expertise to stay relevant year-round.
Meeting the press at trade shows is about quality, not quantity. When you prioritize building long-term relationships, journalists see your brand as more than just another exhibitor—they see you as a trusted partner. As Absolute Exhibits has seen with clients, consistent media engagement can amplify brand visibility long after the trade show ends.
