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Last week, I attended my first CES. While I have sent numerous clients to the show and supported the PR outreach around their attendance, I had never physically attended the show.

Fortunately, I have been to many conferences, so I knew a lot about the Do’s and Don’ts, but CES is one of a kind – a show that attracts nearly 200,000 people in the tech industry. It can be an intimidating event for a first-timer like myself. My client has been exhibiting for a number of years, so that helped me to prepare, but there are a few lessons every PR-pro should know if they get a chance to attend!

1. Start outreach early.

About 5,000 media and analysts attend the show each year. The media list is available to those who are exhibiting on December 1. Thousands of contacts will not want to meet with your client, so before the list comes out, it is a good idea to identify the media you would like to meet with, based on your regular targets. Have you been trying to schedule an interview with Business Insider but haven’t had the chance? Check out the list to find out which BI writers and editors are attending CES, and see if they’d be willing to meet at the show. Seeding that conversation through your pitching, leading up to the show and even prior to when the list comes out, is a great idea.

2. Push for briefings early in the day and early in the week.

Scheduling meetings for earlier in the day will ensure that both your spokesperson and press don’t get tied up or delayed. End of day meetings will likely be cancelled, delayed or rescheduled because of delays throughout the day.

Scheduling interviews for early in the week is also a great way to ensure early show coverage. This is also critical to guaranteeing that your message is front and center. As the week goes on, people (including the media) get burnt out and conversations can get lost. Briefing your target media prior to the show and early on will ensure strong communication of your message to make certain that it is not lost in the other buzz.

3. Pitch local media who may not be attending.

CES is an enormous international show. Local affiliates run b-roll and cover the “big news” on the next, hot gadget, but they also might want to hear about what local company is on display at the international event. Package up a local pitch to secure the interest of local press in order to generate coverage for your client or business. It is a great avenue to local visibility and additional media coverage.

4. Eye candy.

CES media are looking for something to tweet, blog and share. Make sure you have something at the booth that will make them want to take a photo and that will capture the attention of those walking by. A busy booth will attract the media to stop by and ask, “what’s going on here?” Put some thought into your booth from all angles and showcase your offering in a spiffy format.

5. Tweet and engage.

Take photos of interesting displays, booth activity, panel sessions, etc., and share them on social media. Provide commentary on hot topics and new products. Engaging in the buzz around CES will increase your visibility, followers and credibility as an expert in the tech industry.

6. Find out what your press looks like.

Do some investigative Googling on the press you are scheduled to speak with. This will help you to avoid staring at every badge that walks by to see if that is the reporter scheduled for your interview. Be aware that everyone’s LinkedIn picture isn’t always up to date, but should give you a general idea of what the person looks like, so you can quickly identify them and start the meeting.

7. Get cell numbers and follow up.

While this seems obvious, calling someone’s office line when they are five minutes late to your booth is not going to get you anywhere. Some media are hesitant to provide cell numbers, which is understandable, so it is important to communicate that the number will only be used if there is an issue on the day of the show. Be sure to follow up the week prior and the morning of the interview to make sure they know where your meeting is and that they have all of the background information needed to make it an engaging, informative discussion.

8. Use real-time calendars.

We used a color-coded Google calendar to schedule briefings, and it worked out perfectly. We were able to schedule meetings without the normal back and forth around the CEO’s availability. Additionally, we were able to update new meetings on the fly, which were automatically added to the team’s calendar. This allowed us to continue pitching and follow-up during the event as schedules changed. Our spokespeople had the meeting details at their fingertips at all times, ensuring they were prepared and briefed for the next discussion. We were in-sync and updated in real-time the entire week, which meant that we were able to add in more media meetings!

9. Be comfortable, well rested – bring your A-game.

Yes, it’s Vegas. Yes, it’s the week after the holidays. No excuse. You are attending the biggest show in the industry, and your client is looking to be the star. If you are not well rested entering the show, it will catch up with you and affect your ability to be a valuable member of the team. During the event, wear comfortable shoes, stay hydrated and well nourished. The show can get cold, so dress appropriately in layers. Take breaks, but don’t wander too far from your booth, because you never know when a member of the press may stroll by!

10. Understand your client’s message and value proposition and above all, smile!

Sure, you are there to handle the media. But your client has invested valuable time and resources to be at CES. Passersby don’t know your role. You are representing the Company, so be prepared, friendly, and welcoming. Once engaged, be sure to connect interested prospects to the right people within the Company if you aren’t sure of an answer to their question. At one point during my CES experience, I was handling all types of prospect questions because the booth was so busy – it was great to be able to tell the Company’s story confidently.

CES is a fun, exciting event and a great way to kick-off the New Year with your client. Have you ever been? Any additional advice for first-timers? Would love to hear your thoughts!

Post by Kathleen Fusco, Director