Successful exhibitors know that trade show PR can make or break their event results. A strong press strategy can attract media attention, build brand authority, and even land you on national television. Consider the example of ZapCap, the “World’s Greatest Bottle Opener.” At the International Housewares Show in Chicago, their small 10′ pop-up display led to a live demonstration on Good Morning America. That success wasn’t luck—it came from smart PR planning.
Why Press Releases Matter for Trade Show PR
Press releases are the foundation of trade show publicity. Without one, the media may not even know you are at the event. A strong release should:
- Announce your presence at the show and booth location
- Explain why your product or service is unique
- Highlight any new launches or exclusive demonstrations
- Introduce an expert who will be available for media interviews
When you give editors and producers a clear reason to visit your booth, you stand out among hundreds of exhibitors.
Leverage Company Experts
The media wants authoritative voices, not just sales pitches. Position your subject matter expert as the spokesperson who can explain the “why” behind your innovation. To support this effort:
- Prepare a media kit with the expert’s bio, company background, and product information
- Offer pre-written text and industry quotes to help reporters meet deadlines
- Ensure all materials are available online for easy follow-up after the show
Connect with Show Management and Media Contacts
Trade shows often have dedicated PR staff who work with the press. Contact them early to request media lists and confirm which outlets will attend. Knowing in advance which reporters represent print, broadcast, and digital media helps you tailor your outreach.
Timing Is Everything
Trade show PR must be planned before the show begins. If you wait until the doors open, it is already too late to secure meaningful media coverage. Start outreach weeks in advance, confirm interview times, and prepare your team to engage with the press on-site.
The Bottom Line
Trade show PR is your opportunity to meet the press, tell your story, and create buzz that lasts long after the show ends. By preparing press releases, positioning company experts, and coordinating with media contacts, you increase the odds of turning an exhibit into a headline.
Pro tip: Absolute Exhibits has helped clients prepare PR-ready exhibits that not only attract attendees but also capture the attention of national media outlets.
Trade Show PR Checklist
- Draft a press release announcing your presence and booth number
- Highlight unique product launches or demonstrations
- Position an expert for interviews (not just a salesperson)
- Prepare a media kit with bios, product info, and quotes
- Provide online access to press materials
- Contact show PR staff for media lists and contacts
- Schedule interviews before the show begins
- Support reporters with easy, deadline-friendly content
