CES and Press: Getting Coverage for Your Company

by Pat Gotham on January 13, 2012

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Another CES has come and gone. From what I’ve seen, 2012 will be the year of Ultrabooks and thin televisions with great resolution. This was my first year working on CES, and I wanted to share what I learned about maximizing press coverage for a company.

Have a strong bench. When you attend a show like CES, you never know when an opportunity to speak with the press may arrive. Train several members of your team on handling the media and make sure they know the messaging you are trying to convey. The key is to not rely on one person to do all of your company’s interviews.

Give journalists a reason to schedule a time to stop by and demo your product. Offer them a special demo or access to a top executive if they set a time. Otherwise, your spokespeople might be busy when they stop by, and an opportunity might slip through your fingers.

Leverage press events. Large tradeshows often have dedicated press events where only journalists and exhibitors attend. By registering for these events, you can get in front of a lot of press in a short amount of time. (It’s also key to pitch attending media for these events as well.)

It’s not the size of the dog in the fight. It’s the size of the fight in the dog. When you are at the show, personally go after the members of the media. Sure you may not have a name as recognizable as Microsoft, but strategic persistence can pay off. Don’t give up, but also be careful not to annoy the journalist!

Do you have any press-related stories from CES this year? Share them in the comments below.

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