The Pacific Dialogue Show Bureau
What Pacific Dialogue's Show Bureau boils down to is creating a PR Agency for the life of a show that treats exhibitors like clients (i.e., paying customers...which apparently is a pretty unique idea)...and working to make sure they are successful. Which means that I do more than show up on site...I try to be at all the meetings and sessions to make sure that PR is part of the marketing mix (problem is that I view marketing and sales as part of the PR mix...which means I work real hard to at least keep informed with what show management and marketers are trying to do with the show...that appears to be pretty unique as well...you have no idea of the number of trade show companies that outsource the entire function).
- Operation that provides news and information to the working press and others interested about information technology, corporate communications, health care, and investor relations. Enhancing the professionalism of the working press industry and the corporate communicators who work with them on a routine basis.
- Provides accreditation services for working press and PR professionals who cover information programs and other specific industry sectors.
- Provide accreditation process for PR professionals working in the information industry on a daily basis.
- Becomes the first and last place to look for information on the industry.
- Post regular calendar information for working press covering an industry, for the financial community following specific sectors of industry. Informed and up to date information on where to go and what to do in specific trade show cities and other major markets.
- Provide background and information for journalists and PR professionals on the road in specific communities. Where to and how to in top 100 US markets and major cities worldwide.
- Provide guidance for visiting delegations that attend programs from major partner countries on local market and what to do to reach the local market.
News Bureau Services
PD News Bureau provides total corporate communications support to exhibitors and show management for an event.
Though we prefer to have ongoing relationships for events we are able to launch project only events as well. The advantage with the ongoing relationship is obvious that the current event helps to market the next event, develop a pattern of improvement and begin a system of continued support to the exhibition company, its exhibitors, attendees, speakers, working press and financial community. (With the growth of publicly held companies in the information sector we find that it is critical to be just as responsive to financial analysts and portfolio managers we to editors and news directors.
The news bureau develops and implements a comprehensive promotion plan that supports general show marketing efforts.
We develop, edit, and distribute news advisories, calendar announcements, fact sheets, and press releases that promote the show and its exhibitors.
We operate a full news bureau providing information sources before the show, at the show and following the show (to promote the next year’s events).
We develop and use a backdate calendar schedule that supports other show marketing efforts,
We implement a program to reach out to local media to encourage coverage of the show (both before the event and at the show itself to encourage lift).
Development of a pressroom online where news can be downloaded as well as graphics and artwork can be found for quick use by editors and art directors.
With the show marketing effort (i.e., advertising inserts into major local media) we develop by-lined articles and directory information for the show to appear in local media.
If the media partnership program has not been implemented we implement a program of partnerships and co-sponsorships with major local mass media to create a local presence for the event and to reinforce trade partnerships.
We develop a comprehensive PR guide for exhibitors, which is delivered as both an email publication and a printed booklet for use at the show. Included in the printed version is the deadline calendar, backdate calendar, sample press releases, for local release press release, news advisory, show facts sheets. In the electronic version exhibitors receive notes on how to implement a PR program and information about working with show vendors.
We maintain a relationship with several support vendors to assist exhibitors get out the word on their participation at the show. Among these are Business Wire, PR Newswire, Media Distribution, Virtual Newsroom and Hi-impact video. We can also supply a show photographic service if needed. These vendors usually provide a special show discount for exhibitors as well as providing show management with their services for no cost or at a very deep discount.
On a weekly basis we provide exhibitors (their show director, PR director and external PR agents) with on going guidance on public relations opportunities, regular updated press lists (usually posted at a secure Web site which only exhibitors can download), information about press conferences and other key information for the show.
We manage the press announcement process as the show. We aggressively support all press conferences and news announcements for the show.
On site we manage a press center which includes a press library where Press kits are displayed; working press room where media on deadline can file their stories and contact their office, do interviews etc.; and other areas where interviews and meetings can be held. (We restrict PR access to the working press area but we do maintain areas in the press center where PR representatives (those who pay the bills) can meet and talk to the working press.
Three weeks before the show we solicit information from exhibitors on what they will be distributing, announcing, etc. at the show. This information is distributed via an email tip sheet the week before the show. This information could also be assembled into a printed document for the working press or others on sites.
We maintain a list of several thousand working press that cover the information industry. These names are readily available through various directories, but we have the email addresses to quickly and continually update the working press related to the industry for any sort of event.
We have developed a system of registering the press electronically, and the system not only provides one-stop press registration but with the questions that are asked forces the working journalist or analyst to qualify themselves as they register.
We solicit major local media to participate in the show by covering the set up and broadcasting from the show floor.
We distribute a continual set of news releases, tip sheets and fact sheets to the working press to keep them up to date on the show and to inform them about events at the show itself, i.e., keynotes and press conferences.
PR on the Internet
Offer regular guidance and information on the best ways to reach the media via the Internet.
Relay the best practice of those who are using the Internet as a communications medium.
Pacific Dialogue News Bureau reaches out to international journalists and other visitors to encourage their participation at our events. In so doing we have developed an international following not only with the working press from abroad but with trade missions and multinational companies that often leads to international participation in conference programs and on the show floor.
The goal of this effort to encourage participation at each show and at future shows, to improve exhibitor’s international business opportunities and to raise the bar at all shows and conferences. It is expected that this effort leads to either new exhibitions in international venues and to additional participation at domestic shows with larger booths and at international pavilions.
International participation can also develop into a standard revenue center as international delegations seek the show out and need assistance in putting their travel programs together.
I have been actively involved in public relations for over three decades. One of my first experiences was working in a newsroom in 1964. Over the years I have worked in many roles regarding events and event management including working journalist, speaker, show organizer, internal PR support and PR support for an exhibitor and for an outside agency.
I have assembled a team of professionals who can support most trade show efforts that will present themselves.
Among the resources we have are...
- Al Kaff, former UPI news executive; Cornell University News Director
- Kathryn Pinto, Webmaster and designer, interned at previous trade shows
Press kits, Bios, Public Relations
Financial Info; Primary info
Tip Sheets and Media advisory
How to reach the press; editors
How to work with speakers and exhibitors
PR Director/ Show Express
How to information.
Link to other sites for PR Professionals.
Sources of information on how to do the job.
IR Express at the Website
Quick summary information and financial profile of company.
Key executive information.
Key market and corporate information.
Sources of information about the company.
Financial results of the company and how it does business.
Sales information on the company, how it expects to meet the sales demands.
Growth information on the company and what it is expecting in the near term.
Strategic planning for the company.
We have developed a PR program that in essence creates a PR agency relationship with exhibitors at the show. Though the PR support for the show cannot do everything for every exhibitor, and we make that clear that we have to be able to work with competitors without their being concerned about disclosing proprietary information, we treat each exhibitor as a paying customer, and we work to make sure that they will continue to be a paying customer.