205 lines
4.6 KiB
HTML
205 lines
4.6 KiB
HTML
<!DOCTYPE HTML PUBLIC "-//W3C//DTD HTML 4.0 Transitional//EN">
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<HTML
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><HEAD
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><TITLE
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>Getting Media Attention at Trade Shows</TITLE
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><META
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NAME="GENERATOR"
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CONTENT="Modular DocBook HTML Stylesheet Version 1.7"><LINK
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REL="HOME"
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TITLE="Guide to Managing Media and Public Relations in the Linux Community
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"
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HREF="index.html"><LINK
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REL="UP"
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TITLE="Working the Trade Show"
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HREF="trade_show.html"><LINK
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REL="PREVIOUS"
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TITLE="Arranging Speaking Opportunities"
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HREF="speaking_opps.html"><LINK
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REL="NEXT"
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TITLE="Planning for a Trade Show"
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HREF="planning_trade_show.html"></HEAD
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><BODY
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CLASS="section"
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BGCOLOR="#FFFFFF"
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TEXT="#000000"
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LINK="#0000FF"
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VLINK="#840084"
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ALINK="#0000FF"
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><DIV
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CLASS="NAVHEADER"
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><TABLE
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SUMMARY="Header navigation table"
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WIDTH="100%"
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BORDER="0"
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CELLPADDING="0"
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CELLSPACING="0"
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><TR
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><TH
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COLSPAN="3"
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ALIGN="center"
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>Guide to Managing Media and Public Relations in the Linux Community</TH
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></TR
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><TR
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><TD
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WIDTH="10%"
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ALIGN="left"
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VALIGN="bottom"
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><A
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HREF="speaking_opps.html"
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ACCESSKEY="P"
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>Prev</A
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></TD
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><TD
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WIDTH="80%"
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ALIGN="center"
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VALIGN="bottom"
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>Chapter 7. Working the Trade Show</TD
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><TD
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WIDTH="10%"
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ALIGN="right"
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VALIGN="bottom"
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><A
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HREF="planning_trade_show.html"
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ACCESSKEY="N"
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>Next</A
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></TD
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></TR
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></TABLE
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><HR
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ALIGN="LEFT"
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WIDTH="100%"></DIV
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><DIV
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CLASS="section"
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><H1
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CLASS="section"
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><A
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NAME="getting_attention"
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></A
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>7.2. Getting Media Attention at Trade Shows</H1
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><P
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>If you want publicity while exhibiting at a trade show,
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don't do what too many other organizations do.
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During the show, they wait patiently at their booth until they
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spot a reporter coming down the aisle. Then, if the reporter
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stops at its booth, the exhibitor moves in with the same tired
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pitch used on everybody else who walks by.</P
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><P
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>If this has been your approach in the past, now is the time
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to change. Waiting until the show begins is already too late to
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capture the news media's attention. You should
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now understand that establishing strong news media relationships
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weeks or even months in advance can pay off when the show
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begins.</P
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><P
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>Begin by finding out which news media will be covering the
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show. The best way to get that information is from the
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show's public relations department. Ask them
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if they can give you the names of print, broadcast, and online
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media they are targeting. This information is important to know,
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so that you don't pitch the same story ideas
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as the show organizers.</P
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><P
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>If you discover the organizers are pitching an idea that
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fits well with your organization's objectives,
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ask if they could include your business as an example in their
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pitch.</P
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><P
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>Check the editorial calendars of both the publications that
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will be covering the show and other publications that might have
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an interest. (A computer magazine, for example, is a prime target
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for a large Linux conference.) Many publications will issue a
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special report before or after the show takes place. The report
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may be a section within an issue or even an entire special
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edition. If you cannot glean this information from the calendar,
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you should call the publication and ask.</P
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><P
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>The special reports present ripe opportunities for media
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coverage. Pitch story ideas that may become part of the special
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report to your media contacts.</P
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><P
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>Prepare a compelling news release describing the most
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interesting thing that your organization will be doing at the
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show. Mention awards, impressive results, or endorsements by
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Linux experts—anything that will snag the
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media's attention. Include the line
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<SPAN
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CLASS="QUOTE"
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>"For more information or to arrange an
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interview, contact:"</SPAN
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> as part of your contact
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information at the end.</P
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><P
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>In devising your strategy to get media coverage at the
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show, always position your organization as
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<SPAN
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CLASS="QUOTE"
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>"part of the solution,"</SPAN
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> not as a
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mere attendee.</P
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></DIV
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><DIV
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CLASS="NAVFOOTER"
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><HR
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ALIGN="LEFT"
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WIDTH="100%"><TABLE
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SUMMARY="Footer navigation table"
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WIDTH="100%"
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BORDER="0"
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CELLPADDING="0"
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CELLSPACING="0"
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><TR
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><TD
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WIDTH="33%"
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ALIGN="left"
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VALIGN="top"
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><A
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HREF="speaking_opps.html"
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ACCESSKEY="P"
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>Prev</A
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></TD
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><TD
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WIDTH="34%"
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ALIGN="center"
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VALIGN="top"
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><A
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HREF="index.html"
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ACCESSKEY="H"
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>Home</A
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></TD
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><TD
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WIDTH="33%"
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ALIGN="right"
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VALIGN="top"
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><A
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HREF="planning_trade_show.html"
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ACCESSKEY="N"
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>Next</A
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></TD
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></TR
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><TR
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><TD
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WIDTH="33%"
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ALIGN="left"
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VALIGN="top"
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>Arranging Speaking Opportunities</TD
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><TD
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WIDTH="34%"
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ALIGN="center"
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VALIGN="top"
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><A
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HREF="trade_show.html"
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ACCESSKEY="U"
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>Up</A
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></TD
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><TD
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WIDTH="33%"
|
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ALIGN="right"
|
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VALIGN="top"
|
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>Planning for a Trade Show</TD
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></TR
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></TABLE
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></DIV
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></BODY
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></HTML
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> |