Frost Miller Group

28

Jul

2009

Tradeshows Need Publicity Too
Written by Elizabeth Johnson   
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Public relations is an important element in a tradeshow's marketing strategy, yet is too often pushed to the back burner. Media coverage adds to your show's credibility and helps you reach prospects that you might miss with direct mail or email. To start a basic PR campaign:

  1. Research target media outlets and develop a media list. Possibilities include industry publications and blogs; publications and blogs in related industries; and general interest and consumer news outlets.
  2. Formulate a schedule of press releases and brainstorm potential newsworthy ideas. Announce the keynote speaker, new additions or procedures at the show, and session topics tied to current trends.
  3. Send pre-show releases regularly (but don't inundate the press with trivial news) and a post-show release with any big news that came out of the event.
  4. Plan to expand the PR program next year. Add an online newsroom, and podcasts, show blogs, or feature article pitches to your plan.
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Elizabeth Johnson 
Director of Public Relations & Content Development
 Frost Miller Group

Whether it’s reaching new customers or targeting the media, Elizabeth takes concepts and puts them into words that speak to specific audiences. She’s created strong sales pieces for organizations in a variety of industries. Through her work in public relations, she establishes companies as recognized experts in their field by pitching story ideas to the media; creating supporting collateral; and utilizing the latest Web 2.0 technologies to deliver messages to the public. Her association background means she knows what members are looking for and can deliver that message. Elizabeth holds a degree in advertising from Penn State, so yes, every Monday in the fall we listen to a Nittany Lion football update. She maintains memberships in PRSA and IAEE.

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