Trade shows, summits, and industry gatherings like the recent Channel Summit META are goldmines for exposure — but only if you show up prepared. And no, we’re not just talking about your booth setup or sales collateral. If you’re serious about using events to build brand visibility, earn media coverage, and boost your credibility, then you need more than a flashy stand and a giveaway stash.
You need a PR strategy.
At this year’s Channel Summit META, it was striking how many vendors and sponsors came equipped with beautiful displays and passionate teams — but little or no media-ready material. Some had product brochures that read more like instruction manuals. Others defaulted to overly commercial pitches with no story, no angle, and no clarity on why they mattered.
Let’s be honest — if you’re not helping the media or industry analysts tell your story, someone else’s story will be told instead.
Media-Worthy ≠ Salesy
There’s a time and place for sales language. Media outreach at events isn’t one of them.
Instead of leading with product specs or discounts, PR at events should focus on:
- What makes your innovation different or timely?
- How your company is responding to current industry trends?
- Who’s the visionary behind your solution?
- What are the bigger implications for the market?
Journalists are not there to regurgitate your brochure. They’re looking for relevance, insight, and originality — the kind of storytelling that helps their audiences stay informed.
The Bare Essentials: Your Event PR Toolkit
Here’s what every company should come armed with at events:
- A Media Factsheet: Include a short company profile, leadership bios, fast facts, and milestones. Make it digestible, not a data dump.
- A Timely Press Release: Announce something — a new partnership, product update, sustainability milestone, market expansion. But make sure it’s relevant to the event’s audience.
- A Spokesperson: Someone who can speak confidently beyond the sales pitch. Bonus points if they can comment on industry trends, not just your tech.
- A Visual Asset Kit: Images of products, team, or installations. Journalists need visuals. So do your social channels. Don’t rely on the event photographer alone.
- A Follow-up Plan: Don’t disappear after the event. Share your highlight moments, media mentions, customer wins — and build momentum.
Visibility Is Earned, Not Assumed
Your brand is competing for attention. If you’re banking on foot traffic or a logo in the event guide to generate visibility, you’re leaving value on the table.
Done right, PR can amplify your investment — extending your presence before, during, and long after the event.
Because at the end of the day, your brand’s voice at an event shouldn’t just be heard by the people who walk by your booth. It should echo across platforms, inboxes, and media headlines.
Ready to turn up and stand out at your next event? Let’s talk about how to get media-ready — and message-sharp — before the badge printing even begins.
