Trade Show PR

Trade Show PR Help Is At Hand


It’s never been easier for B2B technology companies to attend an influential industry trade show or conference and compete head-to-head with the biggest competitors in the world. In fact, as many as 85% of trade show exhibitors say they generate more new leads and see their brand awareness grow among their target customer groups.

What’s not easy? Ensuring your trade show public relations strategy maximizes the positive news about your company in a crowded media landscape.

Our PR firm, along with its proprietary First PR Alliance network, supports B2B tech clients at trade shows all around the world: Paris, London, Mexico City, Orlando, Singapore, Brussels, Austin — just to name a handful.

Most importantly? We have been able to more than double the media coverage of our clients compared to prior shows. Along the way we help them increase booth traffic, net more qualified leads, and achieve a higher trade show ROI.

Experts at Trade Show PR

Trade Show PR Plan

Success in trade show PR comes down to meticulous planning and coordination with a client. Swyft works closely with key stakeholders like product marketing, sales leaders, internal communications staff, and company spokespersons to map out a trade show PR plan.

As early as five months in advance, we start drafting a detailed plan to present an overall strategy, identify initial key messages (e.g., a product launch announcement), and set measurable media placement objectives. We map out a trade show planning timeline addressing media outreach milestones, spokesperson interview availability, and interview briefing documents. Only then can we ensure a greater share of media coverage for our clients.

B2B Video Marketing
Tech Video Marketing

Trade Show Media Outreach

Trade show public relations may start with a plan, but it comes to fruition through smart, tenacious media outreach. The Swyft trade show team is made up of senior PR professionals with deep connections into many tech and trade media outlets. Their knowledge of how to pitch tech reporters from Dubai to Dallas has helped tech companies expand their share of media coverage by as much as 150% compared past trade shows.

Using a carefully researched media list, we begin one-on-one outreach up to 90 days prior to the trade show. Our goal? Warm the media relationships for our client and learn the unique informational needs of each news outlet, be it a print magazine, digital news site, TV broadcast, influential blog, or podcast. To avoid any surprises, we accompany every media interview with a detailed briefing document assembled for all client spokespersons to allow them to stay on message and obtain positive press coverage.



International Trade Show PR

Today’s B2B tech companies compete on a global stage far more than ever before. With nearly 60% of U.S. tech companies doing business internationally, and an even higher rate of European companies opening offices in the U.S. in search of growth, technology companies need the help of experienced trade show public relations professionals.

Because Swyft regularly supports clients from the U.S. and around the world, we have deep connections with international tech journalists. We bring fluency in local languages and customs of many international markets. We can provide you on-site support with our experts alongside you in the booth coordinating interviews. No matter your budget, we can design and scale a trade show media relations package to meet your most ambitious goals.


Video Editing, Austin Texas

19 Media Placements

Swyft’s trade show team crafted three unique pitches in preparation for an upcoming trade show that Materialise, a Belgian 3D software provider, was slated to attend. In a three-week span, we helped Materialise obtain high-value coverage in 19 different media outlets.

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