A step-by-step PR playbook to attract, brief, and convert CES media into lasting coverage.
Each January, the global tech press converges on CES in Las Vegas. For exhibitors, managing media at your booth isn’t optional — it’s essential if you want meaningful coverage. As a consumer-tech PR agency, we’ve distilled the best practices into this guide — from pre-show prep to on-site execution and post-show follow-up.
1. Pre-Show: Build Your Media Foundation
- Identify priority outlets and reporters who cover your category.
- Send early invitations or briefings to secure time slots before the floor gets hectic.
- Prepare a complete press kit: high-res images, product specs, bios, and key messages.
- Train spokespersons to deliver concise, compelling narratives.
2. On the Floor: Manage Media Visits
- Assign a team member to handle press directly — they should recognize key outlets and greet them confidently.
- Keep your booth neat, well-lit, and quiet enough for conversation or video recording.
- Provide space for interviews or short demos.
- Collect journalist details using badge scanners or QR codes.
3. Deliver a Memorable Experience
- Make every interaction visual. Reporters cover dozens of booths; they remember what photographs well.
- Offer short, repeatable demos that can be filmed or clipped for social media.
- Ensure your value proposition is visible — signage, video, and dialogue should all reinforce the same core message.
4. Post-Show: Follow Up Fast
- Reach out within days, not weeks. Thank journalists for visiting, share extra images, and remind them of your key message.
- Offer samples or remote demos for those who couldn’t attend in person.
- Track published coverage and social mentions to evaluate results.
- Document lessons for next year — CES success compounds over time.
Ready to Turn CES Coverage into Year-Round Momentum?
Managing media at CES is about preparation, precision, and follow-through. The most successful exhibitors treat media engagement as a campaign — not a one-time event.
At Proper Propaganda, we help brands turn CES coverage into year-round awareness. If you want your booth to be more than just a stop on the show floor, we can help you make it headline-worthy.