10 to 1 Blog

Spotlight on Success: 15 of our Favorite PR Campaigns of 2025

by Erica

10to1PR Team Maps Out Bold 2026 Goals

From groundbreaking headquarters openings to heartwarming veteran support initiatives, our team delivered exceptional results across diverse industries in 2025. These campaigns showcase our ability to generate meaningful media coverage, position clients as industry leaders, and create lasting community impact. Each success story represents our commitment to strategic communication that drives real-world results for our clients while making a difference in the communities they serve.

Here are 15 of our favorite PR campaigns from 2025:

1. Master’s Transportation: $72 Million Headquarters Grand Opening

Campaign Focus: Generate awareness and media attention for Master’s Transportation’s new $72 million headquarters in Kansas City, MO
Objectives: Secure local and national media coverage highlighting the headquarters’ significance to the community, regional economy, and transportation industry
Results: 40+ media placements across television, local news outlets, business publications, and industry trade media, featuring in-depth interviews with the CEO and key executives. Coverage included KMBC, KCTV, and KSHB, providing comprehensive visibility across multiple platforms.
Why We Loved It: Celebrating this milestone onsite with our clients and witnessing their long-anticipated vision come to life. The grand opening represented years of planning and investment in the Kansas City community.
Read More: https://www.kmbc.com/article/kc-bus-company-expansion-world-cup-2026/68122003

2. ITS World Congress: Global Transportation Innovation Showcase

Campaign Focus: Elevate international and local awareness of the Intelligent Transportation Society’s World Congress in Atlanta, Georgia, highlighting innovations shaping the future of intelligent transportation
Objectives: Strategically engage international, national, and local media outlets to drive attendance, coverage, and visibility for cutting-edge transportation technologies and industry advancements
Results: Generated 200+ media features worldwide across print, digital, television, radio, and podcasts, successfully amplifying the event’s global impact and showcasing next-generation transportation solutions
Why We Loved It: Collaborating with international journalists, coordinating dynamic television interviews and live demonstrations of transformative transportation technologies. Atlanta News First coverage of technology to protect first responders was particularly impactful.
Read More: https://www.atlantanewsfirst.com/2025/08/26/new-technology-protect-first-responders-display-world-congress-center/

3. Milhaus: Opportunity Zone Thought Leadership

Campaign Focus: Position Milhaus executive Brad Vogelsmeier as a thought leader and expert in Opportunity Zones
Objectives: Establish expertise in Opportunity Zones among industry peers and highlight Milhaus’s successful multifamily development strategy
Results: Featured 1600+ word byline article in highly respected Urban Land Magazine, including photos of five beautiful Milhaus properties including Northbend, Arrello, and Ora developments
Why We Loved It: The article not only positioned Brad and Milhaus as experts in Multifamily Development and Opportunity Zones but also showcased their portfolio through high-quality property photography that demonstrated their design excellence
Read More: https://urbanland.uli.org/capital-markets-and-finance/whats-next-for-opportunity-zones-a-brighter-future-for-u-s-multifamily-development

4. JobElephant: Human Touch in AI Recruiting

Campaign Focus: Highlight the critical role of emotional intelligence in modern recruitment despite AI advancements in the hiring landscape
Objectives: Position JobElephant as a strategic voice in the future of recruiting that recognizes both AI’s power and limitations while enhancing credibility with HR and talent acquisition professionals
Results: Byline article in Staffing Hub featuring their Talent Acquisition team, differentiating the brand from competitors focused solely on automation and reinforcing their commitment to a balanced approach
Why We Loved It: Successfully amplifying the message that human relationships and judgment remain essential to hiring success, helping JobElephant stand out in a crowded recruiting-software market dominated by AI promises
Read More: https://staffinghub.com/guest-posts/ai-moves-fast-but-emotional-intelligence-wins-the-recruiting-game/

5. Action Roofing Services: Veterans Day Giveaway

Campaign Focus: Highlight Florida’s strong veteran community through roof giveaways in Tampa and Gainesville
Objectives: Secure local media coverage emphasizing community support for veterans during Veterans Day celebrations
Results: For Tampa, surprised a retired Navy SEAL with WFLA Tampa Channel 8 and WFTS Tampa Bay 28 attending, generating 10 TV segments and 5 online features. For Gainesville, surprised an active duty servicemember with WCJB-TV, WUFT-TV, and Mainstreet Daily News attending, resulting in 3 TV segments and 6 online features.
Why We Loved It: The whole process of identifying and partnering with a passionate nonprofit dedicated to veterans, capturing genuine surprise reactions on video, and contributing to the veteran community through months of planning and hard work
Read More: https://www.tampabay28.com/news/region-pinellas/navy-veteran-gets-free-roof-repair-ahead-of-veterans-day

6. FirstBank: Acts of Goodness Stadium Tour

Campaign Focus: Connect young fan Everett with the Arizona Cardinals and highlight FirstBank’s community giving initiatives
Objectives: Secure a Cardinals stadium tour opportunity and local media coverage to support Everett’s story and FirstBank’s community involvement
Results: Arranged a State Farm Stadium tour complete with a signed AZ Cardinals football and new football gear. Media coverage included an exclusive with AZ Family that aired 4 times plus 5 additional stories in local digital publications.
Why We Loved It: Seeing how our PR efforts made a direct impact on Everett’s life and helping share his story with local publications to support his GoFundMe campaign for a new prosthetic foot
Read More: https://www.azfamily.com/2025/05/19/teen-athlete-shooting-survivor-gets-vip-tour-state-farm-stadium/

7. Arizona Office of Economic Opportunity: Workforce Summit 2025

Campaign Focus: Secure media coverage for Arizona’s Workforce Summit while creating online dialogues about workforce development
Objectives: Generate media coverage, create online dialogue, and ensure cohesive messaging throughout all external communications and Summit programming
Results: Secured media partnerships with AZFamily and Phoenix Business Journal, boosting credibility and exposure while engaging local media in dialogues about workforce development’s importance to families and businesses. Live social media updates extended the conversation months beyond the event.
Why We Loved It: Reading positive attendee feedback and bringing the Summit to a broader audience through television appearances, including OEO’s director explaining the Summit’s impact for families on Good Morning Arizona.

8. Partnership for Economic Innovation: Innovation Summit 2025

Photo by Jaron Quach

Campaign Focus: Promote PEI’s Celebrating Innovation Summit as a gathering of public and private sector leaders across diverse industries
Objectives: Highlight Arizona’s innovation ecosystem through pre and post-event coverage and amplify enthusiasm through social media
Results: Secured strong pre and post-event coverage highlighting key Summit themes while driving a remarkable 748.1% increase in social media impressions through strategic content
Why We Loved It: Working directly with PEI board members as spokespeople for championing innovation, particularly securing the impactful interview on PBS Horizon, a respected local public affairs program
Read More: https://azpbs.org/horizon/2025/11/arizona-innovation-summit-high-tech-future/

9. ASM: From Sand to Stars Exhibition

Campaign Focus: Amplify ASM’s “From Sand to Stars” exhibition at Arizona Science Center and field trip sponsorship program
Objectives: Build awareness for semiconductor careers among Arizona students using SEMICON West 2025 as a launching pad for securing local and industry news coverage
Results: Secured on-site interviews with all 4 local Phoenix market TV stations, built relationships with top technology industry reporters, and ensured ASM’s voice was included in an Arizona Republic article about semiconductor workforce development
Why We Loved It: This marked the first time ASM was featured in a local television station live shot in the company’s nearly 50-year history in Arizona, using the exhibition as an effective platform to introduce ASM to a broader audience
Read More: https://www.fox10phoenix.com/video/1720521

10. AVANA Companies: India Market Expansion

Campaign Focus: Announce AVANA Companies’ expansion of lending services to India as part of their global private debt commercial lending and investment ecosystem
Objectives: Secure coverage while explaining to US commercial real estate and hospitality investors why India’s small business market presents valuable investment opportunities
Results: Over 36 features across Indian media and US commercial real estate, hospitality, investment, and business trade publications, demonstrating our ability to translate the story’s importance across different audiences in the context of globalization, private credit growth, and hospitality industry resilience
Why We Loved It: Securing our first-ever feature in the Indian market with The Economic Times, one of the region’s most respected business news outlets and the world’s second-most widely read English-language business newspaper
Read more: https://economictimes.indiatimes.com/tech/startups/avana-promises-25-million-india-investment-after-nbfc-licence-from-rbi/articleshow/123167029.cms

11. AADB: IDDHL Compact Success

Campaign Focus: Position the Interstate Dental & Dental Hygiene Licensure Compact as the superior solution for dental professional mobility
Objectives: Generate awareness among state legislators, build support for adoption in target states, and educate key stakeholders about the IDDHL Compact’s benefits over the competing CSG compact
Results: Secured positive media coverage in 9 target states with 14 total media placements including op-eds, news articles, and industry features. Louisiana became the first state to adopt the IDDHL Compact, Mississippi passed it through both chambers, Oklahoma passed it through the House, and Pennsylvania and Massachusetts actively considered it. The campaign successfully stalled the competing CSG compact, which despite being introduced in 18 states, only passed in two.
Why We Loved It: Turning compelling data into persuasive messaging that resonated with multiple stakeholders, particularly the finding that 82% of Americans want dentists to demonstrate practical skills before receiving a license, which proved decisive in legislative discussions
Read More: https://www.rdhmag.com/career-profession/news/55307965/the-interstate-dental-dental-hygiene-licensure-compact-gains-momentum

12. Jack Rabbit Air and Plumbing: Brown Friday Campaign

Campaign Focus: Demonstrate expertise with home plumbing issues that many people experience following Thanksgiving holiday
Objectives: Position Jack Rabbit as an expert resource for common post-Thanksgiving plumbing problems
Results: Secured and completed an interview with FOX LIVE Now, the national streaming channel for FOX News on the Wednesday before Thanksgiving. The interview aired on local stations nationwide and on the national streaming channel 4 times on Thanksgiving Day.
Why We Loved It: The Jack Rabbit team was extremely busy that day with all their plumbers on service calls, but they remained relentless until they found the perfect spokesperson for the interview
Watch the Clip

13. Family Promise of Greater Phoenix: A/C Donation Drive

Campaign Focus: Raise awareness for an air conditioning outage at Family Promise facilities and secure donations
Objectives: Generate community support to address an urgent cooling need during Arizona’s summer heat
Results: Secured $20,000 in monetary donations and prompted multiple air conditioning companies to reach out offering free replacement services
Why We Loved It: What began as an unexpected crisis transformed into an incredible victory. An A/C outage in the Arizona summer presented a serious challenge, but the community’s quick and heartfelt response demonstrated remarkable generosity
Watch the clip

14. Helix Electric: 40th Anniversary Truck Donation

Campaign Focus: Amplify Helix’s corporate responsibility initiatives and awareness within the San Diego community
Objectives: Generate media coverage for Helix’s donation event as part of their 40th anniversary celebration
Results: Secured 3 industry articles and 6 features from local publications, including the San Diego Business Journal and the Times of San Diego
Why We Loved It: This marked Helix’s first media stunt event. The Helix team worked tirelessly to ensure the event went as planned, creating a genuine surprise moment for the nonprofit recipients
Read More: https://timesofsandiego.com/business/2025/12/06/sd-nonprofits-and-community-groups-spread-holiday-cheer-across-the-region/

15. Otonomus Hotel: CES 2025 Exhibition

Campaign Focus: Secure interview opportunities for the leadership team at Otonomus Hotel as the only hotel exhibiting at CES 2025
Objectives: Generate media coverage highlighting Otonomus as an innovative AI-powered hospitality concept
Results: Secured 15 interview opportunities, resulting in over 50 features from industry, local, and national publications, including the Associated Press, BBC, Forbes, Fast Company, and more
Why We Loved It: Taking on the challenge of being the only hotel at a consumer technology show allowed us to get creative by offering exclusive tours to top-tier media attending the show, giving them a glimpse of the first AI-powered hotel before it opened to the public
Read More: https://www.fastcompany.com/91259781/an-ai-powered-hotel-is-coming-to-las-vegas

…and so much more! That’s a wrap on 2025, and we’re already planning for hitting the ground running in 2026.

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Strategic PR Elevates Semiconductor Leaders at SEMICON West 2025

by Erica

Strategic PR Elevates Semiconductor Leaders at SEMICON West 2025

Written by Emily Cardone, Sr. PR Coordinator at 10to1PR

SEMICON West, North America’s premier microelectronics exhibition, made history this October as it moved to Phoenix for the first time in its existence. The Phoenix Convention Center was filled with innovation and excitement as industry leaders gathered to shape the future of semiconductor technology. Among the standout participants were 10to1PR clients ASM and IMS, a DSV division, both making significant impressions.

ASM’s Interactive Exhibition Captivates Families and Children

ASM, a semiconductor equipment company with a nearly 50-year history in Arizona, partnered with the Arizona Science Center to create “From Sand to Stars: A Semiconductor Adventure,” an immersive exhibition that brought the complex world of semiconductor manufacturing to life. Located just across the street from the convention center, the exhibition served as a perfect complement to ASM’s presence on the show floor.

The exhibition made technical concepts into engaging, accessible experiences for industry professionals and the general public alike. Visitors explored interactive displays that demonstrated the journey of semiconductors from raw materials to finished products that power our digital world. The exhibition highlighted ASM’s innovation and commitment to education in the semiconductor field.

The strategic timing of the exhibition, running from September 26 through December 24, 2025, aligned perfectly with SEMICON West’s move to Phoenix. This created a powerful opportunity for ASM to showcase its technology and community commitment to both industry insiders and the broader public during this landmark industry event.

We’ve secured impressive media coverage for the exhibition, with segments appearing on AZFamily, FOX10, and ABC15 reaching thousands of viewers across the Phoenix Valley. A handful of industry reporters also covered the exhibition, spreading awareness throughout the semiconductor sector and highlighting ASM’s commitment to education and community engagement.

ASM’s Industry Party at Arizona Science Center

Our team attended ASM’s exclusive SEMICON West industry party hosted at the Arizona Science Center. The event provided an opportunity to connect with ASM staff from around the world  while enjoying food, drinks, and the immersive exhibition. The Phoenix Mayor delivered remarks alongside ASM’s CEO, highlighting the significance of the semiconductor industry to the region’s economic growth and ASM’s role in fostering innovation and education.

IMS/DSV Secures Key Media Interviews

For the Inventory Management Solutions (IMS) division of global logistics leader DSV, we implemented a focused media relations strategy that positioned the company as an essential partner in semiconductor supply chain management. The team secured multiple interviews with industry publications and mainstream media outlets, highlighting IMS’s innovative approaches to inventory management and logistics solutions specifically tailored for semiconductor manufacturers.

IMS representatives appeared on local FOX10, providing expert commentary about the growing Arizona tech landscape. The media coverage extended beyond television, with our team arranging interviews with several publications like Silicon Semiconductor, Global SMT & Packaging, and more. These opportunities included a 15-minute video segment with a leading industry publication and discussions with both specialized semiconductor media and mainstream national outlets. The team also facilitated a meeting regarding authorship opportunities for the Semiconductor Manufacturing Handbook and the Data Center Handbook, positioning IMS as a key player in the semiconductor supply chain ecosystem.

Learn more about 10to1PR’s strategic approach to leveraging media at industry trade shows.

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Driving Global Coverage: Our PR Strategy for ITS World Congress

by Erica

Driving Global Coverage: Our PR Strategy for ITS World Congress

Written by Morgan Ray, PR Coordinator at 10to1PR

10to1PR partnered with RX Global to manage media relations for ITS World Congress, one of the world’s largest gatherings of intelligent transportation system professionals. The five-day event brought together nearly 600 speakers from around the globe, 6,000+ attendees, and 300 exhibitors to share insights on cutting-edge transportation technologies under the theme “Deploying Today, Empowering Tomorrow.”

Coordinating media for a global conference with attendees from over 50 countries presented both an opportunity and a challenge. Our team leveraged our expertise in trade show PR to create a comprehensive strategy that would generate maximum visibility before, during, and after the event.

Pre-event strategy and prep

Our pre-event strategy focused on building awareness and excitement among key media targets across industry, local, national, and international outlets. We developed a targeted media list that included transportation technology reporters, business journalists, and local Atlanta media interested in the technological innovations, safety advancements, and mobility solutions showcased at the event.

The team executed a multi-phase outreach campaign that resulted in securing over 70 media registrants globally. This success came from personalized pitching that highlighted the most newsworthy aspects of the conference, including tech tours, demonstrations of cutting-edge transportation solutions, and access to industry leaders.

To increase awareness of the event, we researched potential podcast partners and recommended The Transportation Channel to RX Global. This recommendation created the first official podcast partnership of ITS World Congress, establishing a new channel to reach transportation professionals worldwide.

We created press materials including fact sheets and speaker bios for key executives from RX Global and ITS America. Our close coordination with both organizations ensured consistent messaging that aligned with the conference theme and highlighted the most innovative aspects of the event.

On-Site Media Management

The 10to1PR team managed all aspects of media operations during the five-day conference. We organized an exclusive Pen and Pad event with Laura Chace, President & CEO of ITS America, giving journalists direct access to ask questions about the future of intelligent transportation systems and the significance of the technologies on display.

We worked with every type of media outlet to maximize coverage of the event. Our team created a digital briefing directory where media could access exhibitor contact information along with their most recent press releases and media materials. We arranged live television segments for the tech demonstrations with local Atlanta stations and coordinated B-roll opportunities for broadcast media who couldn’t stay for the entire event. The team also coordinated with Atlanta radio stations to arrange phone interviews with industry experts.

The team actively promoted tech tours and demonstrations to attending media, highlighting the real-world applications of the technologies being discussed in the conference sessions. We coordinated with The Transportation Channel, the official podcast provider for the event, to arrange interviews with thought leaders and innovators, extending the reach of the conference content to audiences across multiple digital platforms. 

Tech Tours

The tech tours offered a unique opportunity to showcase real-world applications of intelligent transportation systems. We developed targeted pitches highlighting the most visually compelling and newsworthy aspects of each tour location to attract media coverage.

Media showed particular interest in the Georgia Department of Transportation’s Transportation Management Center and the Curiosity Lab at Peachtree Corners, with its living laboratory for emerging technologies. Our team managed the logistics of transporting journalists to these locations where they could see the technologies in action. These tech tours transformed abstract conference discussions into tangible demonstrations, giving media concrete examples to feature in their coverage.

Post-Event Coverage and Results

The impact of our media strategy continued well beyond the conference dates. Our team monitored and tracked over 100 earned media stories following the event, spanning local Atlanta outlets, national business publications, transportation industry media, and international coverage.

We distributed a post-event press release highlighting key announcements, notable speakers, and technological innovations from the conference. This timely recap provided journalists with the information needed to develop stories even if they couldn’t attend the whole event.

The media coverage captured the conference theme, “Deploying Today, Empowering Tomorrow,” and showcased the technologies presented by exhibitors and speakers. Stories focused on advancements in connected vehicle technology, artificial intelligence applications in transportation, and infrastructure innovations that are reshaping the future of mobility.

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Otonomus Hotel Scores Big at CES 2025

by Erica

Otonomus Hotel Scores Big at CES 2025

Written by Sofia Ashley, PR Executive at 10to1PR

Otonomus Hotel, the world’s first AI-powered hotel, made a splash at CES 2025, bringing hospitality back to the conference for the first time in five years. Our goal: secure interview opportunities for the Founder and CEO of Otonomus Hotel, Philippe Ziade, at the booth and showcase the future of hospitality.

President Josh Weiss and PR Executive Sofia Ashley at the Otonomus book at CES 2025

Preparation was key. We crafted pre-event, during-event, and post-event press releases, developed talking points, and conducted thorough media training. Our team sifted through over 6,000 media attendees, targeting AI and hospitality reporters to secure interviews.

At CES 2025, we facilitated 15 interviews with Philippe Ziade and other Otonomus Hotel team members, juggling pre-scheduled meetings and impromptu requests from booth visitors. Our on-site coordination ensured smooth interactions with journalists from major outlets like Forbes and Fast Company. We also facilitated exclusive tours on-site at Otonomus Hotel with the BBC and Associated Press.

Otonomus Founder and CEO Philippe Ziade participating in a media interview at CES 2025

The results speak volumes. We completed 15 high-quality interviews, including unexpected opportunities with Vegas PBS and Las Vegas Sun. Reporters showed keen interest in Otonomus’s AI-driven approach to hospitality, setting the stage for extensive post-event coverage, including more than 50 media features and mentions so far. 

This success at CES 2025 highlights our expertise in trade show PR. For more information on how we can elevate your brand at major industry events, visit our trade show services page here.

Going to a Trade Show? 8 Tips to Implement a Successful Trade Show PR Strategy

by Josh
Trade Show Meaning World Fair And Purchase

Going to a Trade Show?  Don’t forget to implement an aggressive public relations plan.

Think about it… industry media from all over the world attend trade shows to learn the latest industry trends and meet with as many companies as possible. Trade shows represent a smorgasbord of story and product options with everything in one place.  It’s the ultimate story buffet for a journalist.

The mistake most companies make is not including an aggressive media and public relations component to their trade show strategy, and failing to implement that strategy several weeks and even months prior to the show.

Here are some tips that every trade show exhibitor should do – whether you’re a show regular or it’s your first time attending.

1: Ask for the Show’s Media List:

Most shows will give exhibitors a copy of attending media in advance, but only if you ask for it.  Once in a while you may have to pay for the list, but most of the time it’s free.  The list might not be the upcoming show’s list, because a lot of media sign up at the last minute.  Instead they may send you the list of media that attended the previous year. This is still extremely useful because industry media tend not to change. If a publication attended last year, there’s a good change they’re coming this year too.

2: Schedule Media Appointments in Advance:

Media don’t randomly walk the show doing interviews. Their schedules are meticulously planned out.  For the crazy big shows, I know reporters that literally schedule bathroom breaks and make sure around lunch time that they have meetings near the food stands before or after.  Others designate which aisles they plan to be in during which hours, refusing to double back later.

This matters because the earlier you start reaching out to media asking for interviews/meetings the better. Otherwise you may find their schedules filled.

3: Utilize the Press Room:

Big shows have a press room, which only media are allowed to enter past the reception desk. Think of it as a quiet room where reporters feel safe from being hounded by companies. Many shows allow companies to leave press materials for media to take at no extra cost.  Others allow you to hold press conferences or demos to introduce new products (this often comes for an extra cost and must be scheduled in advance).

4: Look at Badges as People Walk By the Booth:

Most shows have name badges with color codes. For example, media might have a red bar at the top, exhibitors might be orange, attendees green, etc.  Take advantage of the color codes and between scheduled interviews watch the badges of people walking by.  If they have a media badge, try to start a conversation and see if they stop.  If they do, try to turn it into an on-the-spot interview opportunity. If nothing else, try to get their business card.

5: Keep Good Notes:

What did the reporter say they were interested in?  Did they ask for additional information or to talk to a client?  Be sure to write down a recap of the meeting right after it happens, because after you get home the many meetings you had are all going to blend together.

6: Dealing with No-Shows:

Every show there are reporters that simply don’t show up for scheduled appointments.  Some can’t find the booth while others forget or simply never attend the conference for whatever reason. When scheduling before the show, try to get cell phone numbers and call or text them to see if they still plan to come to the booth or to reschedule.  Even still, there will be a reporter or two that never responds.  Don’t overthink it – just accept it.

7: Have Realistic Expectations:

Some media might run stories right away, but most of the time the meeting is simply a “get-to-know-you” opportunity.  Schedule meetings in 30 minute blocks, but most meetings will only last 15-20 minutes.  You’re truly just trying to make an impression to be remembered after the show ends.  Think about it… the reporters are meeting with dozens and dozens of companies.  Not every company will get a story, you just want to be remembered.  The real long-term benefits will come after the show, when you send future press releases and you can reference having met them at the show.  If they remember you, the odds of your story getting covered go up significantly.

8: Don’t Forget to Follow-up:

When you get home, send a thank you note to every interview or chance media meeting you held.  Remember, your goal is to build relationships long-term.  Milk it by offering a follow-up interview and make sure that the contact is added to your media list for future releases.

And finally, don’t forget to have fun… and wear comfortable shoes!  Seriously.

How to get media coverage at an industry trade show and other conference and exhibitor tips

by Josh
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It’s amazing how many companies fail to properly take full advantage of media opportunities that trade shows and conferences provide.

National or industry trade shows create an excellent opportunity to meet with key industry reporters since most national industry publications send reporters or editors to bigger conferences.  Since the reporters are spread out across the nation, you’ll likely never have another opportunity to meet many of these reporters/editors outside of a conference setting.  A short face-to-face meeting, even if it doesn’t result in an immediate story, will make all future story pitches significantly easier.

But here’s the catch— reporters don’t roam the show floor deciding what booth to stop at and interview the company.  Reporters start scheduling all their appointments 30-60 days before the conference even begins.  By the time the show begins, they are completely booked up.  At big shows, reporters schedule 15 minutes blocks– even scheduling bathroom breaks.  At the biggest shows, they even coordinate times and aisles so that they don’t have to walk from one side of the exhibit hall to the other constantly.

Here’s the key—as an exhibitor you need to ask your conference sales rep for the attending media list.  You also need to ask for last year’s attendee list since some media formally sign-up late even though they know they are attending.

Two months before the conference, send an email to all the attending reporters (even last year’s attendees) requesting to schedule a short demo or conversation at your booth with the company owner.  You’ll likely also need to call each reporter several times over a couple weeks to schedule.  If a reporter from the previous year’s attendee list says they aren’t attending this year, ask who from their publication will be attending.  That said, a lot of reporters attend the same conferences year-after-year.

You also need to ask if there’s a press room at the trade show.  The press room usually isn’t publicized or open to the public, as it’s a refuge for media only.  That said, you can leave press releases in the press room.  You may also be able to schedule a press conference or demo in the press room.

If you have a new product or next version upcoming, you should also consider launching at the trade show.  You can put out press releases prior to the event, or even do some paid advertising at the show or send postcards to conference attendees to promote the launch.  The trade show gives you an opportunity to create some extra buzz.  Plus it gives media an excuse to consider meeting with you at the conference or include you in planned show stories.

Don’t forget, use your social media to promote your booth before and during the event—and always include your booth number so people can find you.

You should approach local trade shows, like those hosted by a local Chamber of Commerce, very differently.  These shows are great for generating leads and building your brand, but there aren’t a lot of media opportunities at a local community trade show outside of the media that you can and should do every day.

General tips for Exhibiting:

Once you are exhibiting, here are some tips.  Stand in front of the table, not behind it.  As people walk buy make eye contact and say hello.  Strike up a conversation when possible, but your goal should be lots of short conversations.

As you collect cards, write an “A, B or C” on the back once the person walks away.  An “A” is for a hot lead, “B” for warm, and “C” is for an unlikely client.  For “A’s” and “B’s” write a reminder of the conversation.  Did you talk about sports, a specific business problem they are facing, etc.

Within 24-48 hours, send a personalized email thanking them for stopping by your booth.  Your “C” cards can get a generic email and include a request that if they have friends or know of anyone that needs your service, to please refer you.

For “A’s” and “B’s” send a slightly more personalized email mentioning the discussion you had (the note you left on the card will remind you of the conversation).   For “A’s” ask for a follow-up conversation by phone or in person to continue the conversation.

If you’re exhibiting at a trade show, you better get all you can out of it!