In just a few days, the media and entertainment industry will descend upon the RAI in Amsterdam for IBC 2019.
Hopefully by now most of the prep work has been done, and on the PR front, you have a packed schedule of media and analyst briefings, news announcements, speaking engagements and award ceremonies to attend. We’ve put together our top five PR tips for the final few days leading up to the show to ensure you get the most out of IBC 2019:
1. Plan your PR message
Many companies use IBC to launch new products, and most of the media and analysts you’ll meet there are primarily interested in what’s new at the show. You’ll find many will start their briefing by asking “So, what’s new at IBC?”. So you can use a lot of the messaging you’ve prepared for your product launch in your PR messaging. Just be sure to focus on the customer benefits rather than the speeds and feeds.
Beyond product news, IBC is also an ideal opportunity to shout about recent customer deals, so consider including customer wins in your PR messaging—making sure you have the customer’s permission to name them, of course. Can you offer journalists an opportunity to meet any of your customers at the show? Or if you can’t name your customers, think about using stats to demonstrate customer momentum.
Most importantly, use IBC to position your company executives as thought leaders on a trending industry topic that’s relevant to your company and what you offer—whether it’s IP, AI, 4K/HDR, VR/AR or some other acronym. Some journalists and analysts will be reporting on the biggest trends at IBC 2019, but even if they’re not, they’re likely to be writing about those trends in the near future. So as well as using briefings to secure immediate coverage, use them to position your spokespeople as industry experts or resources so that journalists and analysts turn to your company for comment the next time they’re writing about a particular trend.
2. Prepare your spokespeople
So now you’ve got your messaging nailed down, you need to make sure your spokespeople are properly prepared to deliver it. Give them a cheat sheet to make sure they stay on track and all say the same thing—and, just as importantly, know what they can’t talk about.
It’s also important to do your homework on the journalists and analysts they’ll be meeting. What does the outlet cover and who is the target audience? More specifically, what does the contact they’re meeting cover? Are they already familiar with your company or will you need to go back to basics and give them an introduction to the company? Have they written about you or your competitors recently? What kind of story or angle will motivate them to write about you? Will they want to shoot a video interview?
Some journalists like to take photos of the spokesperson they’ve just interviewed, so make sure they’re always photo ready and think about where on the booth is a good location for taking photos that will show off your brand.
The more you prepare your spokespeople, the more you’ll get out of their interviews at IBC. If you’d like us to send you our handy top tips card for media interviews, just email hello@rlyl.com.
3. Secure late-breaking IBC Daily news coverage
While the deadline for the pre-printed sections of the IBC Daily has long passed, it’s not too late to secure coverage in the coveted sections that are prepared live at the show. If you’ve recently signed a new customer deal and your customer’s attending IBC and willing to speak to media, pitch the news to your dedicated IBC Daily hall reporter.
It helps to provide a write up of the news so they have all the information they need to hand as they’re under immense time pressure during the show. You can also arrange a time for them to meet your spokesperson and the customer to get quotes for their article, as well as a handshake photo opp at your booth.
Tip: the deal doesn’t have to be signed at IBC – as long as it’s recent and you haven’t announced it before, it still counts.
4. Get social
While IBC is a big show that’s attended by thousands of industry professionals and hundreds of journalists and analysts, there are many more who don’t attend. But that doesn’t mean you can’t engage with them about what’s happening at the show.
Share your news and views across your social media platforms. If you won’t have enough time to post a steady stream of content during the show, draft and schedule posts beforehand. But make sure you’re not just broadcasting information—engage in two-way conversations. Use photos and videos to increase views and engagement. And don’t forget to include #IBC2019 and tag @IBCShow as well as any other companies you mention in your posts.
5. Follow up
Once the dust settles after the show, be sure to follow up with the journalists and analysts you met there. Thank them for taking the time to meet you, follow up on any action items from the briefings, and ask if they need anything further—images, a follow-up interview or a customer contact might be just what you need to secure that piece of coverage.
Also follow up with those you didn’t meet. Journalists and analysts who didn’t attend the show or didn’t get a chance to meet your spokespeople may still write about you. They’re inundated with information at big tradeshows like IBC, so a phone or in-person briefing in a quieter environment can be just as—if not more—beneficial.
Whatever you do, don’t just make a big splash at the show, disappear until the next one, and expect journalists to remember who you are. Build on-going, long-term relationships with a steady flow of news, case studies and thought leadership content so that you remain front of mind.
If you’d like to have a chat about your PR or marketing needs at IBC 2019, please visit our Contact Us page or drop us an email at hello@rlyl.com.
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