Vendors: Increase Your Media Coverage with These Five Tips


The NATSO Show is right around the corner, and an industry event is the perfect time for exhibitors and sponsors of The NATSO Show to highlight their products and services. NATSO has created a targeted media list you can use to spread your message. To increase your odds of free ink, follow these five tips.

Share timely news in your release. The media is much more likely to cover your story if there is something new to report. It could be a new product, an updated product or year-over-year sales increases.

Suggest how your news ties into a larger industry trend. Magazines and newspapers are often reluctant to run a one-company feature, but suggesting a broad topic and specifying how you can contribute to the article could garner you more media exposure.

List contact information on the press release. To increase the likelihood of your story getting placed, ensure reporters and editors can reach you if they want more information. Even though you may have covered all you have to say in the release, editors often want a fresh quote to add into the story.

Send your press release to a targeted media list. Throughout the year, take time to read bylines of stories that are similar to yours. Note the journalists’ names and look up their contact info online. If you know the publication you’re interested in targeting, take the time to visit their website to find the news editor’s name and direct your message to him or her. Most information is available on a publication’s masthead or website. To help streamline the process for those attending The NATSO Show, NATSO has created a media list with the names of those who frequently cover our industry.

Prep your sales team on how to respond to media inquiries. Reporters often walk the tradeshow floor looking for story ideas. Unfortunately, sometimes the staff manning the booth doesn’t know how to respond or declines to participate for fear of violating corporate policy. The same holds true for those answering the phone in a corporate office or regional location. All of the behind-the-scenes marketing work can be lost in just a few minutes as the reporter moves on to find a willing participant.

Download The NATSO Show Targeted media list here.

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