WHAT WILL BE THE BEST TIME TO DISTRIBUTE YOUR TRADE SHOW PRESS RELEASE?

If you want to ensure your press release ‘’skips the long lines’’ and get the right exposure at the show, please follow the below tips:

Base your distribution timing on your press release goal

Today’s event announcements have many more purposes than they used to. Whether it is a product launch, winning announcement of a thought leadership piece - determining what you want your news to accomplish will help you decide when to send it.

For instance, the main purpose for a new product launch announcement is to foster booth traffic and generate media interest, therefore - sending your press release during the show isn’t the best option.

My recommendation will be to send out your release 1-2 weeks before the event. This will give the media and attendees time to add your booth to their agenda.

Consider the travel time to the show

You may think that a good time to send a release is 2 or 3 days before the show, but this puts your content in danger of getting lost in the travel time blackout.

During the days leading up to the show, most people are busy with final show preparations, packing for the trip and traveling to the show, so news releases sent during that time can be easily overlooked.

My recommendation will be to avoid distribution ‘’just before getting on a plane’’.

Be alert to big announcements in your industry

If a big company is making a much-anticipated announcement, avoid issuing your press release in the hours leading up to and after that announcement, especially if your news is in the same industry.

Send more than one press release

Sending more than one news release can help keep your company top of mind. Try teasing your audience by sending out 2 or 3 releases with different topics. This can be a great way to generate pre-show buzz and get people excited about visiting your booth at the show.