Summer is drawing to a close, and autumn PR activity is gathering pace. That means brainstorming, planning and scheduling. The technology PR calendar is full of events and trade shows, including gamescom, IFA and CES.
IFA is a highlight for many Progress Communications clients. Europe’s largest consumer electronics fair takes place from 4 to 9 September this year and attracts more than 200,000 visitors to Berlin. It is an ideal moment for brands to announce new products and innovations and meet the press through interviews and informal conversations at their stands.
We look forward to this technology extravaganza every year too. Here are some tips based on how we provide effective, efficient PR support at IFA, helping you get more from your campaign.
Invitations
How do you stand out when almost every brand has a stand and the number of attending journalists is limited? Many journalists are personally invited by brands and already have commitments in their diaries. Our job is to work with the media and ensure our invitation does not disappear in an overflowing inbox.
Experience tells us that journalists’ and bloggers’ inboxes are close to bursting at this point. Creative, personal pitches that acknowledge the flood of IFA invitations with a little humour can attract attention. A well-designed layout adds the finishing touch.
Exclusivity
Securing an interview or introducing a journalist to products on a stand is valuable. An agency can add something extra by arranging a private tour for a select group, or a dinner where country managers and journalists can catch up. Journalists have busy schedules, but everyone needs to eat.
Alternatively, organise informal drinks and snacks at the stand towards the evening, leaving room for last-minute visits.
Efficiency
Journalists and bloggers are incredibly busy at trade shows. Time is precious, and they want to gather as much news as possible. Schedule meetings efficiently and keep briefings concise but complete. Provide press releases, images and background information beforehand. Journalists often appreciate receiving information under embargo in advance.
Contact only journalists interested in your subject. Ideally, ask your key contacts well ahead of time whether they will attend and give them a preview of what is coming.
Results
Events such as IFA also let us catch up with clients, media contacts and colleagues from European agencies. We are looking forward to it with our clients and will report back. Keep an eye on our channels for more news.
Aurélie
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