Trade shows, conferences and other large events are some of the biggest opportunities in a brand’s calendar, but often, all the energy goes into designing a great stand, and not nearly enough into making sure people talk about it.
That’s where PR comes in. Done well, it’s the way to make a bigger, longer-lasting impact – before, during and after the event.
- PR starts before the doors open
If you’re only thinking about PR once you’ve set up your booth, you’ve already missed a huge opportunity. Media coverage, influencer mentions and digital buzz begin long before the event – so your activity should too.
Start with a strong press release that clearly communicates what you’re showcasing and why it matters. The key? Make it newsworthy, not just promotional. Avoid sending out generic, blanket emails – journalists are inundated during event season and need a clear reason to care.
Instead, tailor your pitch. Highlight an exclusive launch, offer expert insight, or point to a trend your brand is leading. Personalised outreach is what gets you noticed.
And don’t forget Arabic media and influencers can significantly extend your reach (we’re talking industry leaders and business icons, rather than the Instagram glitzy type here). A common mistake is assuming English-language coverage is enough, but to connect locally, your messaging needs to speak the language, literally and culturally.
- Make it easy for media to cover you
It’s tempting to focus on eye-catching designs and giveaways, but that’s not what the media remembers. What they’re really looking for is clarity, access, and a compelling story.
A well-prepared Media Briefing Pack or Press Kit (the subject of this week’s #TerminologyTuesday – check our social media feeds!) – including key messages, bios, high-res images, event details and contact info – makes it far more likely your brand will be featured. It’s not just a collection of all of your collateral; it’s your story, told the right way, and delivered in a format that makes a journalist’s job easier.
Many brands overlook this, or throw something together last-minute. That’s a missed opportunity for consistent, high-quality coverage.
- Use social media as a live PR tool
Don’t wait for the post-show round-up to start sharing your story. Social media is your stage – before, during and after the event.
Use Instagram, X, LinkedIn and even Snapchat or TikTok (especially in KSA) to tease your presence, go behind the scenes, and highlight media coverage and standout moments in real time. Tag relevant pages, use event hashtags, and think beyond footfall – PR is what brings the right people to your stand, even if they’re not there in person.
- Keep the momentum going
When the lights go off and the stands come down, many brands go quiet. But post-event PR is where you turn buzz into long-term value.
Follow up with journalists or influencers who showed interest – even if they didn’t make it to your stand. Offer extra details, visuals, or next steps. Consider releasing a post-show press update that highlights your key outcomes: what you launched, who you met, and what’s next.
This stage is just as important as your pre-show push. Yet too many brands assume their presence at the event is enough. In reality, it’s just the beginning of the story.
Trade shows aren’t just about who walks past your booth, they’re about who talks about your brand, and how far that story travels. Smart PR makes sure you’re not just seen, but remembered.
We love working on events, it’s incredibly rewarding to see event presence turn into meaningful visibility. If you’re looking to brainstorm any ideas or need some extra support, we’re more than happy to help – from media strategy and press materials to influencer outreach and content creation, we can help you connect with the right audiences, before, during and long after the event, so please do just drop me a line – sam@footstepcommunications.com
