There's a saying in the newspaper business: Advertising is expensive - but editorial is priceless!
This simple phrase speaks to the fact that readers trust and value any information they read in an article or column far more than any data they glean from an advertisement. Even when the facts presented in an article and an advertisement are identical, the results are the same.
Positive editorial coverage is worth its weight in gold. Yet many exhibitors don't know how to work effectively with the media.
I hear it all the time - from both sides of the aisle. Exhibitors wring their hands in despair when not a single word about their new products show up in the trade publications - and reporters get irritated, frustrated and downright disgusted with those exhibitors who seem to go out of their way to make getting a good story possible.
It's a no-win situation - but it doesn't have to be!
Here are ten do's and don'ts about working with the media at a trade show. Remember, the press is not your enemy.
Reporters have a job to do, and nine times out of ten, it's in your best interest to help them do it. You both win - they get good copy for their story and you get editorial coverage.
Do
Do your homework before the event. Develop several newsworthy angles that showcase your message.
Emphasize timely information, such as industry trends, statistics, new technology or products, do-it-yourself tips, techniques or strategies and useful advice. Human interest stories are great because they allow writers to put a 'face' on what could be a dry nuts and bolts story.
Don't
Decide what story the reporter is going to write before they even get to the show. Sure, you might have all these great human interest angles or wonderful quotes but if the reporter is trying to put together a succinct, 'just-the-facts-Ma'am' story, that's just extra noise the writer doesn't want or need. Listen to what the reporter is asking for and provide that.
Do
Build a working relationship with the press. Get to know the editors and writers.
Volunteer to be a resource for them. Reporters keep 'source lists' -- people who are informative, friendly and quotable.
That's where they turn first when they need to write a story on a particular topic. You want to be on that source list.
Don't
Snub the little guy. Just because someone is writing for the Omaha Chamber of Commerce today doesn't mean they won't be editing the most prestigious trade journal tomorrow. Professionals move in the media with amazing speed and regularity - but they take their memories with them.
Burn a reporter when they're nobody and they're going to remember when they're somebody!
