PR has been in flux for quite a while, but now more than ever, you should throw the notion of traditional PR (aka sending a press release to a dwindling number of press contacts) out the window. There are many reasons for the change and many prescriptives to reinventing PR.
What’s Changed?
- The media landscape has changed. There are fewer “traditional media” outlets willing to entertain a press release. And there are fewer media outlets to cover things. (Case in point? Local papers closed at a rate of 2.5 a week in 2023.)
- Travel budgets have been slashed. We’ve heard over and over from journalists telling us that they can get everything they need either by watching VOD of a show or by talking to exhibiting vendors before or after the show.
- Product launches are often virtual events. Last week’s Intel event was broadcast on LinkedIn. Google Next is virtual as well.
Other recent virtual events of note include Apple's Virtual iPhone Launch, Tesla's Cybertruck Unveiling, Samsung Galaxy Unpacked, Meta Quest 3 Launch, PlayStation 5 Reveal, Amazon Prime Day Concert, Adobe MAX Conference and Nike's Virtual Air Max Day. That’s not to say small numbers of press won’t attend, but the virtual audience has become increasingly important to
these larger players. (See Dreamcast’s list of virtual events.)
- Journalists might have day jobs. Look at Forbes or Fortune as examples. Many of the bylines are by working folks with day jobs who write out of passion and for the byline. Watch their bylines and reach out to them. (LinkedIn is your friend and flattery will get you everywhere.)
What can you do instead of railroading the press at an event?
- Lean heavily into influencers and creators. Start by targeting them geographically, assuming that many of the ones who’ll come will be within driving distance.
- Start your media outreach early and often, not by releasing a full-blown press release, but by teasers, social media and calls to action.
- Build a story, not just a press release. Personally, I love the “here’s the problem” and “here’s how we solve it” approach. An emotional tug and context is the winner.
- Go micro. You’ll get some of your best PR results on social media (LinkedIn in particular), with micro-influencers who cover your particular beat, and with the growing number of online journalists that can be found in places like Sustack and Patreon.
- Embrace brevity. Keep it blissfully short. A 20 minute virtual press announcement can work wonders.
Chime in here? Do you think the traditional press release is on DNR? What’s your best advice for getting media coverage at your event? (Swag and free dinners not included.)
Sustainability and Tradeshows
In advance of our Earth Day event, here’s a mix of sobering and hopeful statistics about live trade shows.
- đź‘Ť When exhibiting at trade shows, 92% of businesses plan to be more sustainable.
- đź‘Ž Around 43% of exhibitors spend between $500 and $2,000 on their trade show displays per year. Do they ever use them again, or just toss?
- đź‘Ž More than half (56%) of trade show attendees travel more than 400 miles to attend an exhibition.
- đź‘Ž Trade shows generate an estimated 600,000 tons of trash per year in the US alone. The average trade show attendee generates 4.5 pounds of waste per day, which is more than the average American.
- đź‘Ž An estimated 60% of the materials used in trade show booths end up in a landfill.
- đź‘Ž Shipping and transporting exhibits to and from shows generates significant greenhouse gas emissions.
- đź‘Ž The production of trade show banners, signage, and promotional materials can have a significant carbon footprint.
- đź‘Ž Exhibitions and events are responsible for 1.3 million tons of CO2 emissions annually in the US alone.
- đź‘Ž The food and beverage waste generated by trade shows is significant, with an estimated 20-30% of food going to waste.
- đź‘Ž Trade shows often require the use of single-use plastics, such as water bottles and utensils.
- đź‘Ž Exhibitors often use unsustainable materials for their booths, such as PVC and foam board.
- đź‘Ž The printing of promotional materials and brochures can have a significant environmental impact, with an estimated 1 billion trees being cut down annually for paper production.
- đź‘Ž The energy consumption of the lighting and AV equipment used at trade shows can be significant, leading to higher energy bills and increased carbon emissions.
- đź‘Ž Trade show flooring is often made of materials that cannot be recycled or reused, such as carpet tiles.
Sources: Display Wizard, Exhibitor Online, Zero Waste Management, TSNN, Green Peace, Inhabit, ClimateCare, Green Meeting Ninjas, The Paperless Projects, Clean Air London, The Guardian, WaterSense, EarthShare, Rainforest Trust, National Park Service, EPA |
