HOW TO GET BETTER PRESS AT TRADE SHOWS."With all the noise, confusion, and congestion The condition of a network when there is not enough bandwidth to support the current traffic load. congestion - When the offered load of a data communication path exceeds the capacity. of a modern trade show, it's getting harder and harder to get attention from reporters," says publicity consultant Dan Janal. Yet shows are also a magnet for journalists--including many top-level columnists and editors who may be tough to meet anywhere else. Janal, who co-produces the ShowStoppers press receptions at PC Expo A trade show for resellers, corporate managers and technical professionals from CMP Media LLC, a subsidiary of United Business Media. First held in New York in 1983 with 120 exhibitors and 9,600 attendees, the show grew from the personal computer's early years to 550 vendors and more than and Comdex, says there are a few key tactics that will produce more ink for less effort: *Don't meet on the show floor: Conducting press interviews in a crowded booth is a waste of time, says Janal. Instead, focus on offsite events--media receptions like ShowStoppers, press conferences, and parties hosted by public relations public relations, activities and policies used to create public interest in a person, idea, product, institution, or business establishment. By its nature, public relations is devoted to serving particular interests by presenting them to the public in the most agencies--that provide a less-hectic atmosphere for interviews. Reporters like these events, Janal adds, "because they can get more work done in one night than in four days of walking the floor." *Prepare several 30-second story pitches: "A business reporter wants a different angle than a product reviewer re·view·er n. One who reviews, especially one who writes critical reviews, as for a newspaper or magazine. reviewer Noun a person who writes reviews of books, films, etc. Noun 1. ," Janal points out. His advice: Develop separate story lines for different types of publications, and use these semi-customized pitches to lure lure the skin-covered object which runs on a monorail on a Greyhound racing track and which the dogs are schooled to chase. The lure must be kept 30 to 40 ft ahead of the leading dog so that the field is stretched out. the journalist into a longer demo or discussion. Brevity Brevity Adonis’ garden of short life. [Br. Lit.: I Henry IV] bubbles symbolic of transitoriness of life. [Art: Hall, 54] cherry fair cherry orchards where fruit was briefly sold; symbolic of transience. and simplicity are critical, Janal adds. "Test the statement by reading it to your mother. If she doesn't understand, neither will a harried reporter." *Keep the weight down: "Offer products and press material on CD-ROM CD-ROM: see compact disc. CD-ROM in full compact disc read-only memory Type of computer storage medium that is read optically (e.g., by a laser). without fancy packaging," Janal suggests. "Reporters don't want to carry 30 pounds of press kits, but they'll take a disk." *Keep careful track of business cards: Everyone comes home from a trade show with a wad of cards, and it's often hard to remember the content of individual conversations. An easy solution is to give each new contact an immediate priority rating (A for critical, B for average, C for unimportant un·im·por·tant adj. Not important; petty. un  im·por tance n. ). "And write notes and action steps right on the
cards, so you can remember what you promised to do."
*Follow up promptly: "Don't wait for the phone to ring," says Janal. "Reporters see a lot of products at a show. They write about the ones that really stand out--and the ones that PR people send for review." Even better, follow up with an immediate media tour to visit key contacts on their home turf for "a second, extended demonstration and conversation." Dan Janal, president, Janal Communications, 11 Lakefield Ct., Danville, Calif. 94506; 925/648-1961. E-mail: dan@janal.com. |
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