Media Darlings The Top Ten Do s and Don ts of Working with the Press
Below is a MRR and PLR article in category Business -> subcategory Marketing.
Media Darlings: The Top Ten Do’s and Don’ts of Working with the Press
Summary:
Exhibitors often struggle to effectively collaborate with the media, feeling frustrated when their products don't get coverage in trade publications. However, these challenges can be overcome with the right strategies.
Keywords:
trade show marketing, trade show planning, exhibitor staff training, trade show books
Article:
There’s a popular saying in journalism: “Advertising is expensive?"but editorial is priceless!” Readers trust and value the information in articles more than advertisements, even if the facts are the same. Positive editorial coverage can be incredibly valuable.
However, many exhibitors don’t know how to effectively engage with the media. I hear it often?"from both sides. Exhibitors feel disappointed when their products aren’t featured in trade publications, while reporters get frustrated with exhibitors who hinder the storytelling process. But this doesn’t have to be a no-win situation!
Here are ten do’s and don’ts for working with the media at a trade show. Remember, the press is not your enemy! Reporters have a job to do, and it’s in your interest to help them out. You both benefit: they get great material for their story, and you receive valuable editorial coverage.
Do:
Prepare thoroughly before the event. Develop newsworthy angles that highlight your message. Focus on timely information such as industry trends, new technologies, and useful tips or strategies. Human interest stories are especially engaging, adding a personal touch to otherwise dry content.
Don’t:
Dictate the story the reporter should write before they arrive at the show. While you may have compelling angles or quotes, if a reporter is crafting a straightforward story, extra details can be distracting. Listen to their needs and respond accordingly.
Do:
Build relationships with the press. Get to know the editors and writers. Offer to be a resource. Reporters maintain "source lists" of informative and quotable contacts. You want to be on that list.
Don’t:
Overlook smaller publications. Today’s small-time writer could be tomorrow’s editor of a major journal. Media professionals move quickly, and they remember how they were treated. Don’t burn bridges!
Do:
Create a strong press kit. Include engaging and timely information: a concise company bio, product specs, distribution methods, and official contacts. Ensure everything is accurate and verifiable. Unique packaging can help if you’re not well-known.
Don’t:
Overload your press kit with unnecessary fluff. Keep it concise and relevant. Avoid gimmicks, unnecessary headshots, and outdated or exaggerated info. Provide context for statistics and use standard-sized folders for easy transport.
Do:
Spread the word effectively. Coordinate with show organizers, ensure press kits are available, and post all relevant info online. Hold press conferences when truly appropriate.
Don’t:
Host a press conference without substantial news. These events are for major announcements or significant new products. A poorly organized, uninformative event will only irritate reporters.
Do:
Keep your promises. If you’ve scheduled an interview, be available and punctual. If you promised materials, ensure they are sent. Reporters work on tight deadlines, and failing to meet expectations can lead them to seek more reliable sources.
Don’t:
Assume reporters know everything about your industry, especially those from general publications. Provide background information, avoid jargon, and explain acronyms. Clarify the importance of any awards or certifications you mention.
You can find the original non-AI version of this article here: Media Darlings The Top Ten Do s and Don ts of Working with the Press.
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