How smart brands win coverage before CES even begins
In 10 years of helping clients launch products at CES, one counterintuitive lesson stands out: The best way to get press coverage at CES often means avoiding the show floor.
After a decade of supporting consumer tech brands at the world’s biggest event, the most effective tactic we’ve used to secure meaningful, high-value media coverage is to show new technology privately — just before the show begins.
Why pre-show media demos outperform CES itself
Large events like CES in Las Vegas attract massive press attention — but also massive noise.
When hundreds of companies launch at once, even great products can vanish into the crowd.
We’ve consistently seen stronger results when brands host exclusive, one-on-one demos with select journalists in the days leading up to the event.
This is not the same as public showcases like ShowStoppers, Pepcom, or CES Unveiled. Those events have value, but they’re still one-to-many experiences.
A pre-show private demo gives media what they crave most: access, context, and clarity.
How to make the pre-event strategy work
- Make it a true private reveal – Only use this approach to unveil new technology — not updates or rebrands. It should feel like a personal show-and-tell, not a recycled press pitch.
- Use a smart embargo – Set an embargo that lifts the day before CES begins. That timing gives the journalist first-mover advantage — and ensures your news drops just as CES coverage ramps up.
- Choose the right media partner – Target a major outlet with wide syndication and a reporter who knows your product category deeply. The syndication reach is critical — it determines how far your story travels once it’s live.
- Create an unforgettable asset – Coverage performs best when paired with something visual or surprising — a short video, animation, or lifestyle demo. One year, a client’s robotic suitcase was filmed rolling through a New York subway station on its own. That single asset made the story irresistible, and coverage multiplied across dozens of outlets.
What happens when this works
When the strategy lands, you’ll see clear results:
- Pre-show coverage that builds buzz before CES even begins
- Follow-on stories at the show itself
- Heavy booth traffic from attendees referencing that coverage by name
You effectively prime the media ecosystem before CES opens its doors.
Why this matters for brands at CES 2026
CES remains one of the best opportunities in the world for consumer-tech storytelling — but success doesn’t come from size or spectacle. It comes from focus.
Private, embargoed pre-show demos cut through the noise, earn deeper coverage, and create lasting press relationships that outlive the Vegas chaos.
At Proper Propaganda, we’ve refined this model for years — blending PR strategy, media psychology, and content creation to help clients turn CES from a sprint into a strategic advantage.
If your brand is planning a CES 2026 launch, consider stepping off the show floor for a day. That’s often where the real story begins.