5 tips for better press work on the trade fair

Often the accompanying press work for a trade fair comes too short. It goes under in the many organisational to-do’s during the preparation for the trade fair. Unfortunately, this is also a missed opportunity to present your company to a wider audience and to achieve greater reach. Press and media relations for the trade fair are an important part of corporate communication. This part should not suffer because the workload in the run-up to a trade fair is very high.

We have therefore summarised 5 tips so that your press work is not lost. Of course, this also applies to events such as conferences and other events in which you participate or which you organise yourself. Especially the local press is interested in such news.

1. Press work on the agenda

Just as you naturally ensure that the exhibition stand is ready in time for the trade fair, you also put press relations on the agenda and ensure that it is ready in time for the trade fair.

Should it not be possible for you to have your press documents ready for the trade fair, you can still go to the press 2 to 3 days after the trade fair in an emergency. The event is then still relatively fresh and you can let it run as a “follow-up report” to the trade fair.

Just be careful: first check your press release to see whether it is actually suitable as a “follow-up report” – not that it reveals in such a way that you are not finished. In most cases, the texts have to be adapted somewhat by making a reference to the days of the trade fair.

2. Selecting topics

As a press release for a trade fair, it is first and foremost an opportunity for a company to report on new products, patents, further developments, new paths and goals that are not yet known to the public.

However, one does not always have THE big news to announce. You can then set other accents such as company growth, personnel development or social commitment.

It is also possible to introduce relevant persons of the company such as founders, owners or the responsible management.

Important with all 3 approaches is only that they present the history, your press release, as interesting as possible.

If you research the topics for a press release on a trade fair, talk to the decision-makers and important departments in the company in advance. Ask them what is important to them and what they see as news. Too often I have seen that after a published press release or a compilation in a press kit all sorts of people suddenly showed up and said: “But we could have also reported that … “

The larger the company, the more important it is to get the relevant people on board.

Last but not least: Get the contents of the press release approved by the company management. Sometimes there are developments or changes in course which are not yet officially known to the company at the time of the trade fair, but of which the company management is already aware. It therefore makes sense to coordinate a press release with the management.

3. Pictures offer added value

Add meaningful images to your press release. From the press point of view it is desirable to receive at least one picture in portrait format and one in landscape format. Add a caption to the pictures so that journalists can see clearly what is on them.

4. Print and digital

Nowadays, press documents should primarily be available in digital form. This is not only convenient for you, because you can still make changes at any time, but most journalists now prefer this form. However, there are still representatives who prefer the classic press kit. Therefore, please have some copies of a print version ready.


At many trade fairs, the Press Centre still has the classic press compartments where you can find the press kits of other co-exhibitors. Take a look at each other’s press kits and take the best three with you as inspiration and orientation.

5. Check trade fair offers

Many trade fairs, such as the K in Düsseldorf, have special offers for exhibitors’ press work. Check out these offers. Anything that makes sense should be used.

As a rule, trade fairs also have a list with the relevant trade publications and the respective contact persons who can use them.

In addition, some of the individual trade fair companies have very detailed checklists for press relations which you can download.

Due to our constellation in the WUM Gruppe, we can also advise you professionally in your press work. We design your press release in such a way that it becomes an exciting story. We support you from classical PR to communication in social networks.

Picture: © Daniel Ernst – fotolia.com