The PR benefits of trade shows

From a PR perspective, trade shows can be either a great investment or a waste of time.

They are an excellent opportunity to network and highlight your organization—but it’s also very easy to expend a great deal of effort on activities that have little impact.

However, with the right strategy, the right team and the right level of preparation, you can convert an appearance at a trade show into actual trade.

Here are five ways to make the most of it:

1. Understand the journalists who will be attending the event.

Research the journalists who will be attending the event and develop realistic expectations about what you can achieve by attending.

There’s obviously a difference between a small stand at a local business conference in your city and a keynote slot at Mobile World Congress. It’s essential to get an idea of what the atmosphere is going to be like and calibrate your approach accordingly.

A starting point should be researching the people you want or expect to meet at the event. What sectors do they work in? What job titles do they hold?  What interests do they have? How can you make life easier for them?