In what may be a good omen for the economy, new trade shows, events and conferences seem to be popping up in just about every sector, and many of the more established ones still continue to attract attendees and generate buzz year after year.

Scuderi Group, a Topaz Partners PR client, unveiled a prototype of their innovative split-cycle Scuderi Engine at the Society of Automotive Engineers World Congress in Detroit in April, 2009

Travel budgets may be tighter these days, but social networks and the web make it easier than ever to identify local and free opportunities (check out Topaz’s Tim Allik’s recent post on BostonTweetup for some events ideas around Boston). If you end up traveling, social media platforms like Twitter and Foursquare enable you to make the most of your trip and meet with prospects and influencers on the fly.

Many of our clients are taking advantage of the gathering of media and analysts to get out there and present new products and services.

Here is a list of five PR tips for events, trade shows and conferences that almost always pay off:

- If a show or conference is important, try to attend, even if you can’t exhibit. From a PR standpoint (and particularly now with social media) Topaz has found that there are PR opportunities whether you exhibit, present or just attend the event.

- Use social media to extend your reach and leverage the content you are developing for other PR activities before, during, and after the event. Blog, Tweet and podcast, and look for opportunities to capture and distribute video through online channels. As early as possible, follow and engage with the event organizers on Twitter, and follow the people who are following them as well.

- Have a plan and prepare ahead of time, especially if you are interested in arranging meetings at a show or conference. Make sure you know what your message is and who you want to reach with it, and be disciplined about sticking to the plan (even though it is counter-intuitive to repeat the same messages over and over again).

- If you are interested in speaking opportunities and article placements, start early, identify relevant and current topics, and craft compelling content that both informs and extends your value proposition.

- Try to “bookend” shows and conferences with outreach to media, analysts and online influencers before and after the event. (Social networks are invaluable for this).

If you need guidance and support implementing these suggestions, Topaz has a track record of expertise and achievement that you can use to maximize your event ROI. Let’s talk about what you have in mind and I’ll be candid with you about what I think.

You can reach me directly at 781-404-2415 or email me at pslotkin@topazpartners.com.

In the meantime, below is a list of events that our clients have attended in recent weeks or plan to attend over the next few months. If one is a suitable fit for your company or for your product launch, let’s explore together how Topaz can help you.

- Storage Networking World www.snusa.com is the largest conference focused on storage, infrastructure of the data center and other IT management topics

- CTIA www.ctiawireless.com and Mobile World Congress www.mobileworldcongress.com both encompass the mobile communications realm (and are where you’ll find Topaz clients Acision and Novarra)

- The Consumer Electronics Show (CES) www.CES.org is the well-known consumer electronics mega-show – The RSA Conference www.rsaconference.com focuses on IT security

- The Sales 2.0 Conference www.sales20conf.com is a sales technology event (where you’ll find Topaz client Infogroup’s OneSource)

- SaaScom www.saascon.com deals with Software-as-a-Service (SaaS) technologies, a market growing in both size and diversity

- DEMO www.demo.com showcases a broad spectrum of emerging technologies

How would you describe your experience with events, either as an attendee or as a presenter? How has it changed over the years? Do you still see value in face-to-face interactions with prospects, peers, and influencers?

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Technorati Tags: Events, PR strategy, PR Tips, public relations, Sales 2.0, Social Media

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It’s painful to see attrition among the ranks of tech journalists. Many are more than contacts – they are, or have become, friends. Many of us on the PR side of the divide come from the world of journalism, and we feel the hit too as mastheads shrink, magazines get thinner and articles shorter.

None of this is news, of course, but what has passed largely un-remarked is the death of a related group of professionals with an indispensable skill: fact checking.

When you’re writing three or four articles a day, talking to executives in rushed 15-minute calls and cranking out copy, hoping for page views, there’s not much time left to check facts. And there’s no one in the newsroom to do it for you. As a result things slip past that have been misheard, misunderstood or misinterpreted, or are just plain wrong, and there’s no time to go back and fix the mistake.

With anxious clients pushing for accuracy, agency types do their best to right wrongs and refine meaning. But it’s an uphill push because most journalists write the article and move on. Whatever happened yesterday is gone – even if the client can’t let it go.

What’s the solution? For PR folks, prep your clients, drill on key messages before any interview, and be on top of the call. Sum up at the end of the call and follow up with a short thank you note that recaps the gist of the discussion. Offer yourself as a resource and provide links to content resources.

For clients: know what you need to say and be clear. Repeat your key points. Don’t assume the reporter had a lot of time to research your company and your product before the call. Read the briefing sheet, especially the section that describes the journalist’s attitude, approach and coverage preferences. Don’t expect perfection and resist the urge to assign a grade to the article when it comes out. Realize that getting an interview is a feat in itself, and treat the journalist with respect. Give them news that will generate page views.

For journalists? Ask us for help if you’re not sure of a detail. We always have time for a question, and we want to help drive pageviews. We won’t pester you with trivialities but if we ask you for a correction please consider it. We thought about ten times before asking.

Here’s to facts, and fact checking, to over-worked reporters, to clients with a great idea who take the time to articulate a clear message, and finally to PR people. We’re in the middle. We want everyone to succeed.

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