The Jeff Pulver Blog: "PR Pros Gone Wild" Continues....And My Top 10 Suggestions For Making PR More Effective at VON:

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February 20, 2007

"PR Pros Gone Wild" Continues....And My Top 10 Suggestions For Making PR More Effective at VON:

Now that we are four weeks before Spring 2007 VON, this is the time our exhibitors' Marketing teams and their PR firms start to do a full court press on the bloggers, media and industry analysts in hopes of getting not only advance coverage for both VON and Video on the Net, but meetings in their booths.

We make the media list available to exhibitors because we believe it is important for them to communicate with the attending media and distribute their news, and of course schedule in person interviews in their booth. (And yes, there are also some journalists who we know are coming, but we don't publish their contact information at THEIR request).

In order to deal with the frenzy for getting attention, here is my top 10 suggestions for making your PR / outreach initiatives more effective:

1. Do your homework: Go through the list and see who is not only going, but determine who has covered your space or may have an interest in your space. Look for articles they have written about your company, your competitor and your market.

2. Try to avoid a canned pitch: If you are going to pitch, then selectively pitch and give them a compelling reason to meet with you above and beyond just meeting with your CEO or learning about the latest revision of your product.

3. Appreciate the fact that not everyone makes firm appointments. While VON continues to, it's still a manageable show for the media to "walk," be in the press room, attend our events, and get a macro sense for where the industry is headed. If someone does not make a firm appointment, just ask them to come by the booth when they can and leave it at that.

4. If you make an appointment, keep the appointment. I've had several journalists and analysts tell me of stories of making appointments with a CEO or VP level executive for a briefing, only to be cast aside when a major customer shows up in the booth. Treat the media as you would a major customer - and a long term one at that.

5. If you don't have any new "news," propose a briefing anyway. Sometimes meeting face to face means a lot. I am personally interested in not only the technology but the people behind the technology and the disruption we see at our shows. And given what VON is and has become, I am always personally thrilled to hear from journalists about interesting personalities behind the logos, the tradeshow booth, and the formalities of marketing.

6. Join the conversation: Find journalists, analysts and of course, bloggers who blog about VON. See Andy, Om and others who are actively listening and participating in the conversation. Have your CEO and CTO read and comment regularly and when appropriate with out it being a commercial pitch for your company. And...have you thought about a blog for your company?

7. Technology is one thing- but applications are another. If you have real life application stories, or a very cool customer using your technology, focus on that. In my personal travels around the world to the various VON events, I often see some of the coolest applications of disruption outside of the U.S. If it works in Italy, then it most likely works in the U.S. - just on a grander scale.

8. Check editorial calendars. Look for stories coming up in the media on issues current to VON and our industry: IMS, FMC, Video over IP. Where do you fit and what are you doing that is disruptive and moving the industry forward?

9. Offer the analysts current data and market trends that will help them make their reports more meaningful. Sure you are there for coverage, but it's a two-way street. If you can share your insights with analysts, they will come back to you in the future.

10. Manage expectations. Even when you do your homework you have to remember that the media cant answer every email or make every meeting. Like any form of marketing, PR is an investment in time, which can pay big time.

-----

And...if there any PR Executives with clients at our VON events who is reading this blog who would like to be a Guest Blogger and discuss about how YOU approach PR at our VON events, please drop me a line.

Tags: voip, von, Video on the Net, Internet TV, Jeff Pulver

Posted by jeff on February 20, 2007 08:20 AM | Permalink

Additional resources: #140conf events | Watch the Jeff Pulver Show | Jeff's Qik Videos

Comments

You have provided ample information here on your post that can easily be understand by your readers. I am admiring you for that. Thanks for this insightful post and I am hoping more to come.

Posted by: Gayatri Microsystems at December 19, 2011 04:30 AM

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Is this where I can post my rant about how lame 80 percent of PR firms are?

I honestly think that some firms do not know what their PR representatives do in their name. It's frightening to see 1) The lack of research and 2) The lack of polish I see EVERY DAY.

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Posted by: Doug Mohney at February 25, 2007 08:31 PM

The number one problem with the way in which PR approaches the press and bloggers around VON time (and every other trade show) -- having junior staff from a PR company calling and emailing endlessly with the single objective of booking a time slot for a meeting. If it was only once or twice, you'd think "OK, someone somewhere doesn't get it, I'll just forget that it ever happened." BUT as VON approaches I get a call a day, at least, and I haven't had my name on a press list for VON in years. And the people calling generally know nothing about the companies, products, and services that they are promoting. So here is my advice to the companies going to VON -- SAVE YOUR MONEY. DON'T HIRE A PR FIRM. Instead, work to develop a real relationship with the people in the press and the blogosphere who cover your space. Reminder, they are PEOPLE. Have a conversation with them. Develop relationships with them. Don't just view them as a conduit down which you hope to flush your message.

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Posted by: Christopher Penn, Financial Aid Podcast at February 20, 2007 10:40 AM

UnBooth - I like it. How do you take it to the next level, to turn your booth not only into an oasis in the middle of conventionality, but make it a destination spot in its own right? (and do it all in a relatively small space?) Thinking out loud more than anything. If a venue lacks WiFi, having a EVDO bridge to a local hot spot might be just the thing, with an OpenWRT router login for people who are hanging out at your place.

Pizzeria Uno has a square pager stand at the front of the restaurant. When it's crowded, you get one of those square things and it buzzes when your table is ready. If your booth had a show/presentation, you could have those on hand so attendees could wander the floor and not miss your presentation.

Is there such a thing as a limited range mobile device that you could keep on the floor of the expo only? Second Life has a nifty thing called a SL Blog HUD, where you have a heads up display that lets you blog straight from the world, loading photos to your Flickr account and stuff. Could you do something like that in Real Life (tm) where attendees could communicate and collaborate right on the floor into a massive event blog?

Food for thought.

Posted by: Christopher Penn, Financial Aid Podcast at February 20, 2007 10:36 AM

Chris,

You are describing something I call "The Unbooth." -- this is exactly the kind of booth I've gone for over the years whenever I found myself exhibiting at other events. We provided a couple of couches and a place to sit down, relax and converse.

Posted by: Jeff Pulver at February 20, 2007 08:58 AM

Don't forget the inflatable couch.

Seriously - at every trade show booth I've ever been at, the booth has been designed to sell, sell, sell, which is fine, but it discourages real interaction and communication. I'd bet you a case of beer that a booth with a couch that allowed people to get off their feet even for a couple of minutes AND have a conversation that wasn't a sales pitch would do wonderfully. If I was exhibiting at VON, I'd set up two couches, a coffee table, a pot of coffee, and a sign saying "Conversation welcome".

Posted by: Christopher Penn, Financial Aid Podcast at February 20, 2007 08:39 AM

February 20, 2007

"PR Pros Gone Wild" Continues....And My Top 10 Suggestions For Making PR More Effective at VON:

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