We’ve been coming to IFA for over 15 years, and this year we will be supporting clients like Fritz!, Nuki, Dreame, Acer, and Anker Solix as they showcase their latest innovations. And every September, a dozen tech journalists travel from the Benelux to Berlin, and for our clients, that means one thing: standing out in a tsunami of stories.
While IFA is expanding its business Friday unofficially with media already attending press events on Tuesday, Wednesday and Thursday the work behind it begins months in advance. By early summer, we partner with clients to:
- Define key messages and story angles
- Align on product launches, announcements, and demos
- Build tailored media lists and map out which journalists we want to engage
- Coordinate press briefings, CEO interviews, booth tours, and relationship-building events.
IFA is intense. With so much happening at once, success depends on planning, securing the right meetings, keeping track of all the changes and anticipating what will make the headlines.
Relationships make the difference
Technology may power IFA, but relationships make it truly valuable. Over the years, we’ve built a trusted network of journalists across the Benelux, and IFA lets us strengthen those connections face-to-face.
Beyond the exhibition halls and booth tours, we organize for our clients:
- Breakfast sessions to share insights with small groups of journalists
- Exclusive dinners for deeper conversations away from the show floor
- One-on-one CEO meetings that go beyond product news and dive into market trends and strategy
Will AI meet the real conversations?
AI is transforming the way content is created and its impact is visible at IFA. Face-to-face meetings remain essential because they allow journalists to craft unique, authentic stories. At the same time more journalists use AI-powerd tools like Plaud Note or pins to capture and draft their content right after a breakfast briefing or CEO interview.
The difference is that journalists still lead the story, they guide the conversation, ask the right questions, and decide on the angle. AI just helps speed up production. Our job is to help clients deliver clear messages, real news and fresh perspectives that cut through the AI-accelerated content stream. But hey, creating those opportunities is what we do best as a PR agency 😊
After fifteen years, hundreds of meetings, and countless coffees, IFA is still a highlight of our calendar. We always leave Berlin inspired by the innovations, the conversations, and the connections. And afterwards, we follow-up to track results, measure impact, and evaluate how our efforts have contributed to their success.
Planning to attend IFA 2025? Connect with Kim Schrage or Miek Gielkens to meet in Berlin. We’ll be there, moving from hall to hall, making sure the right stories get told.
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