Media Darlings: The Top Ten Dos and Donts of Working with the Press
Theres a saying in the newspaper business: Advertising is expensivebut editorial is priceless! This simple phrase speaks to the fact that readers trust and value any information they read in an article or column far more than any data they glean from an advertisement. Even when the facts presented in an article and an advertisement are identical, the results are the same. Positive editorial coverage is worth its weight in gold.
Yet many exhibitors dont know how to work effectively with the media. I hear it all the time from both sides of the aisle. Exhibitors wring their hands in despair when not a single word about their new products show up in the trade publications and reporters get irritated, frustrated, and downright disgusted with those exhibitors who seem to go out of their way to make getting a good story possible. Its a no-win situation but it doesnt have to be!
Here are ten dos and donts about working with the media at a trade show. Remember, the press is not your enemy! Reporters have a job to do, and nine times out of ten, its in your best interest to help them do it. You...
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