Effective exhibition public relations

2019-05-17 Business No comment

Does the exhibition organizer really understand the difference between marketing and public relations? According to my own experience, I often think that they don't. Promotional exhibitions always seem to focus on telemarketing, direct mail and advertising, as well as publishing some standard, dry, unimaginative press releases. Therefore, the importance of public relations is underestimated.

Public relations should be developed as an important factor in the promotion mix; after all, the dictionary definition of public relations is “a favorable paradox for forming an organization”. Of course, every organizer is striving to do this. Without the basis of general opinions, the success of the exhibition will be even more difficult to achieve.

Traditional monthly press releases, announcing increased space sales or the widest range of media coverage; before the media stops reading news releases, you can only laugh at the exhibition date and space sales so many times. PR is about understanding the target market, exhibitors and visitors, target media and areas of interest, and information on how to use exhibitors. News reports on products/services to 'sales'.


In order to use PR effectively, organizers need to plan their comprehensive strategy in advance. Public relations can be the responsibility of a dedicated internal department or, more commonly, external consultations that specialize in related fields or the entire exhibition industry.

Using a consulting firm that knows about the two sides of the fence will definitely have a positive advantage because they can advise the organizer on how best to get a donation from the exhibitor [and believe me, it might be like pulling a tooth!] This is not just for the organizer It saves time tracking all exhibitor information, but it provides a good feeling for exhibitors, and organizers are working hard to promote them through professional support.

Therefore, public relations activities should be planned at least 10 months in advance so that the consultation or internal team can have time to establish rapport with exhibitors and key editors. In this way, organizers are more likely to see the appropriate articles written on the relevant media, rather than simply repeating the press releases. The entire PR campaign is to let potential exhibitors and visitors know about the situation, so why not make regular newsletters during the show? This can convey news about exhibitors participating in the exhibition – many times see competitors & #39; attendance encourages other companies to consider their own bookings.


As an effective way to provide the most extensive market to potential exhibitors and visitors, sponsorship by leading institutions, major industry journals or national newspapers is crucial. Contact with such an institution or journal not only brings more readers to the event, but also brings a certain degree of calibre and higher credibility. This can also be seen as the focus of further public relations activities, especially in joint resource surveys and promotions. Many journals are also happy to run special features and locate their own databases on their pages.

Once they have a good relationship with the buttons, they are more likely to preview the show, participate, and then review the new content in the show. In some cases, a special news day can be organized, the editors are held around the hall, and feel part of the event.


For international exhibitions, overseas visitors can participate in the exhibition, and it can be seen that the news entry mission is essential for expanding global news coverage before the event. A select set of editors from major foreign journals can be invited to study the industry and assess the status of the show at the expense of the organizer [usually supported by DTI]. This often produces outstanding functionality in foreign media and often includes extensive previews of exhibition and exhibition companies.

During the exhibition, especially for large-scale, consumer-constrained exhibitions, daily press releases should be sent to the national media from the press office. News officials should also liaise with television and radio stations and should create opportunities for national or regional media coverage.

The daily news report will also introduce visitors and exhibitors to the progress of the exhibition, the main products displayed and the special events held during the exhibition.


These projects seem to lack many programs and require a broader grasp of the potential of the show and the surrounding stories. I appreciate some exhibitions just to show low-key products, but I believe most organizers want their exhibitions to grow and become industry events.

Once the door is closed and the fault is completed, the PR should not stop. Keeping journals up to date on the event, visitor presence and success stories are very important. In this way, you have already started selling the next event.

Going back to my original question, and my disappointing discovery: "Does the exhibition organizer really understand the difference between marketing and ' PR' I believe many people know what I have been saying about But is it put into practice?

What I am going to outline here is the second nature of public relations professionals. It seems that PR and marketing are not the same thing. Public relations is just one element of marketing. So I saw that the exhibition organizers missed so many opportunities, and I was frustrated; all it needed was thought, imagination, adequate planning and a suitable public relations team. So go out and make the most of it; don't underestimate the power of PR!

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