SCHWARTZ HEALTHCARE-IT BLOG

HIMSS Media Tips

With the big HIMSS show around the corner, healthcare IT PR folks are hoping to line up as many media interviews as they can.  So it's worth revisiting Schwartz Communications advice.

Before the show, do some strategic thinking in regards to your news. Do you want to pre-brief the media and issue news prior to the show in order to drive booth traffic? Or would you like to leverage news datelined at the show in order to get face time with reporters there? Once you've determined the goal, you can time your news accordingly.

When you make appointments before the show, be realistic about the reporter's schedule. Don't be surprised at no-shows. There's a good chance that a reporter who gets big news or a prized interview will miss your appointment. Try to get the reporter's cell phone so you can communicate on the show floor. Then fill in the gaps by recruiting interviews right there on the show floor.

Here are some more tips and techniques for PR at trade shows:

  - If your company has exhibit space, prep the booth staff on exactly what to do if the media drop in. Designate a spokesperson and make sure everyone understands to immediately bring the media to him or her.

  - Boil your pitch down to exactly one sentence. That's about how much time you'll have when you buttonhole a reporter on the show floor. Make it pithy, exciting and newsworthy. Remember that you're competing with hundreds of other companies for that reporter's attention.
 
  - To stimulate TV coverage, prepare a demo that's visual and exciting. For print coverage, be ready with news that will interest attendees of that specific show.

  - Be fearless. Walk the aisles looking for those press badges. Approach reporters with a direct, concise and confident pitch. When you get rejections from hurried and hassled reporters
(and you will!), shrug them off, so you're ready to approach the next reporter with confidence.

  - Become the reporter's friend. Instead of handing over a heavy press kit, consider a CD or offer to send the paper kit after the show. Help them find other (non-competitive) vendors to cover on the show floor to round out their story.

  - At major shows, the biggest coup is TV coverage. Here's a great tip for maximizing exposure. Put your attendee badge on and go outside the show floor about 20 minutes before the doors open. At the bigger shows, you'll see TV crews waiting to go in. Approach the one you'd most like for an interview, and offer to get them in early, if they'll take a few moments to meet with your company. Chances are they will jump at the chance to get a head start on their day. Escort them quickly past the guards with an authoritative "interview with the media." Then on to your big moment in front of the cameras.

  -Finally, at the end of the day, don't forget the parties, especially those sponsored by the media. They can be great places to make friendships with reporters and editors.

Posted by Shawn Whalen on January 17, 2008 at 10:12 AM
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