A clear, practical framework for consumer tech brands preparing to win attention and authority at CES 2026.
A strong CES 2026 PR Strategy gives your team clarity and structure long before you land in Las Vegas. The most effective approach relies on four pillars that turn CES from a hectic week into a planned sequence of visibility opportunities. Each pillar strengthens how journalists understand your product, how visitors perceive your brand, and how your leadership shapes the narrative around your category.
These four pillars form the foundation of a reliable, repeatable plan.
Pillar 1: Product Experiences That Journalists Can Test
Hands-on testing is the most efficient way to show the value of your product. Clear, controlled demos help journalists understand what sets your product apart and why it deserves coverage.
Select the Right Products
Choosing what to showcase determines the rest of your CES plan. Prioritize products with clear benefits, fast demo moments, and features that show well in a busy environment.
Decisions to finalize early:
- What products you will display
- How many media samples you can offer
- DTC availability before CES
- CES Innovation Award status (Honoree or Winner)
- Sample pickup and return process
- MSRP and sales channels
- Embargo or not
Build a Simple Demo Workflow
- Pre-event outreach (4 to 6 weeks): Offer limited demo slots to priority outlets.
- On site demo: Use media trained reps who can walk through your most impressive product features and answer follow up questions accurately.
- Sample loans: Make logistics easy for journalists.
- Post CES reviews: Provide extended access to select reporters.
For a real world example of these principles in action, check out our analysis of Keychron’s CES 2025 performance.
Outcome
Straightforward stories based on real experience, plus increased demand for deeper reviews and interviews.
Pillar 2: A Booth That Communicates Your Brand Clearly
Your booth should help people understand your brand the moment they arrive. Every element should support the message you want to reinforce throughout CES.
Design Decisions That Support Storytelling
- Visual storytelling that highlights product benefits
- QR coded press kits with assets and spec sheets
- Signage with booth number, schedule, and product details
- A filming backdrop for journalists and influencers
In Booth Engagement
- Identify the features that create immediate interest
- Run hourly live demos led by trained staff
- Prepare consistent messaging that aligns with the story you want covered
Outcome
A booth that supports efficient demos, clear media interactions, and predictable coverage angles.
Pillar 3: Pick One High Impact Media Event
CES Unveiled, Pepcom, and ShowStoppers give you concentrated access to journalists in a controlled environment. Selecting one event and executing it well often generates more coverage than relying on booth traffic alone.
Choose the Event That Fits Your Goals
Base your decision on audience, product type, and desired media mix. For more details, see our guide: Top 3 CES 2026 Media Events That Actually Get Your Brand Noticed.
Event Execution
- Highlight any CES Innovation Award recognition
- Prepare fast turnaround demo stations
- Maintain a one to two staff ratio (rep to journalist)
- Offer first look briefings to priority reporters
- Capture short journalist reaction clips for social content
Outcome
Early coverage, stronger booth traffic, and pre-scheduled follow up testing.
Pillar 4: Founder Visibility and Pre CES Briefings
Founder participation strengthens the credibility of your product story and clarifies your long term vision. Even if some brands are early in this journey, preparing for founder led opportunities creates long term value.
Founder Speaking Opportunities
- Apply for CES conference stages
- Prepare position statements and category insights
- Build repeatable talking points tied to your product roadmap
Pre CES Media Briefings
- Host small virtual briefings 1 to 3 weeks before CES
- Provide embargoed context and data that frames your story
- Establish relationships before the show begins
Strategic Partnership Activity
- Identify OEM, R and D, or ecosystem partners
- Schedule introductory conversations around CES
- Prepare one pagers that summarize technical capabilities and fit
Outcome
A clear voice for your brand, consistent context for your product story, and early relationship building with media and partners.
Media Materials That Support All Four Pillars
Your team should prepare a complete set of media materials well before CES. These assets give journalists everything they need to understand your products, your leadership, and your broader vision. Hosting all materials on a single CES landing page keeps access simple and avoids back-and-forth during the busiest week of the year.
Deliverables include:
- Targeted pitches and media lists
- Company backgrounder
- CES press release
- B roll and lifestyle photography
- Spokesperson bios
- Demo scheduling page and download links
Post CES Amplification
After CES, consistent follow through extends your visibility.
Tactics
- Brief thank you to journalists who took the time to meet with you
- A short recap video featuring reactions
- Behind-the-scenes feature pitches
- Technical deep dive content led by founders
- Follow up meetings with partners and investors
Measurement
- Post event media coverage and sentiment
- Social performance
- Partnership and investor engagement
Your Next Steps for CES 2026
A strong CES 2026 PR Strategy relies on four clear pillars. Product experiences show what you can deliver. Your booth demonstrates what you stand for. A single media event builds early momentum. Founder visibility strengthens the story behind the technology. When these elements work together, CES becomes a launch point for sustained attention and long term growth.