Plan product announcements, white papers and other major developments to coincide with the show to take advantage of media attention. Include the name of the show in the news release headline or in the body of the release. Journalists searching newsroom systems or databases may use the show name as a keyword. Include the booth number in the news release so that journalists can easily find it to follow up while at the show. Embed links in news releases issued from trade shows to online press kits and related product materials on the company Web site so that reporters reading news on the Web can simply click over to supporting materials.
Photos are key.
Make them interesting by showing the product in use, in production or in development. If the company is promoting new software, include a screen shot and a picture of the box it is packaged in. Color shots of your logo, a headshot of your CEO, founder and other interesting executives will help to increase the chance for coverage. Journalists can find it difficult and frustrating to track down the right spokesperson at a trade show. When issuing a news release during the show, include multiple contacts both on site and back at the office with cell phone and pager numbers.