Like many trade shows, the annual gathering produced by the National Retail Federation aka NRF -- or better known as Retail’s Big Show -- has found itself setting up on a virtual stage this year. With this virtual “Chapter One” version of the show in full swing, many brands are still looking to make the most of what always proves to be an essential trade show for retailers across the globe.
And while NRF has scheduled a follow up “Chapter Two” version planned as an IRL show later this year, brands still have ample opportunity to capitalize on media opportunities presented to them during the virtual show. As PR professionals, it is our job to ensure that clients attending the Big Show are making the most of this virtual time by staying agile, creative, and nimble in order to garner those top tier earned media opportunities associated with trade shows.
By taking the right steps before, during and after Retail’s Big Show, here’s how PR professionals can help build strong, lasting media relationships for clients.
Before The Big Show
Ahead of the show, it’s essential to identify the two W’s: what can your client speak on and who will be leading these conversations. Trade shows are filled with the industry’s best of the best, so it’s crucial to have unique points of view to offer media. Especially at NRF which is always filled with the industry’s top retail tech minds who all have a lot to say about the latest trends and what to expect in the coming year.
Once those two W’s are confirmed, the pre-pitching begins. Press lists are constantly updated for trade shows and it’s crucial to get in front of these reporters quickly as their schedules often book up in what can feel like an instant. With this in mind, PR professionals should also look to take advantage of pre-briefings before the show even begins. By inserting our clients in early conversations we can better position ourselves for earned media opportunities throughout the entire show.
During The Main Event
In-person trade shows are usually filled with media and spokespeople alike running from panel to meeting to coffee and back -- which often can present impromptu chances to build relationships through casual conversation. And while virtual shows don’t have this same feeling, there are still plenty of opportunities to take advantage of relationship building with media.
As PR professionals, we should be continuously pitching our spokespeople throughout the entire virtual show in order to keep them on the radar of our target media. Whether it’s a phone call or a Zoom session, the conversations during shows are great relationship-building opportunities that often pay off even further down the line. These conversations help position your client as the subject matter expert they are within the industry and can allow the reporter to feel confident in coming back to them time and time again for future stories. So, while it may be a Zoomside, it’s essential to not overlook the power of media briefings during trade shows -- both virtual and in person.
After The Curtain Closes
This year especially, the potential for earned media will continue to grow after the virtual Big Show curtain closes. As we lead up to what is hopefully an in-person part two of NRF this summer, we must not forget the art of the media follow-up. As PR professionals we should strive to stay agile and insert our clients in all relevant industry conversations throughout the coming months. Interesting new retail tech trend emerging? Send a friendly hello to that reporter your client had a great Zoom conversation with to share some thoughts.
Trade shows can truly open the door to building so many relationships with key industry reporters. But, as PR professionals it’s our job to get these relationships to their true potential by proactively building them for our clients in the months following the show.
- Rachel Wyncoop, Account Manager