A media center was once a place for journalists to quickly and conveniently file stories, but that’s hardly the case any longer. Today, media centers are a great place to reach out to media, but doing so requires an entirely different approach than on a show floor or at a private event.
Let’s take a look at what’s different today, as well as ways to work with media both at a major trade show or at your own event.
The Internet has changed everything.
Sure, that might be the single most obvious statement of the 21st century, but an understanding of how the Internet has reshaped the way the media operates is essential for working in or operating a media center at a trade show or large scale event.
Media centers take many different shapes depending on the venue. At large trade shows, several rooms with hard-wired and wireless connectivity could be available to the media, while smaller events might only require a row of computers and a printer. A private event could only require a small area for interviews or the scale of the event might dictate plenty of room for online journalists and bloggers.
Getting to know your audience
Often, brand representatives aren’t allowed in closely-guarded large media centers thanks primarily to poor past behavior. While it is often helpful to have a presence in a media center, it’s important to be an active, but not overly aggressive brand advocate.
Circulating among members of the media helps establish a rapport and, if done properly, a level of trust with those who can become your best asset. Merely distributing product information, whether it is a printed press release or a full-scale flash drive media kit, simply isn’t enough. Developing a comfortable, easy-going relationship with members of the media is crucial.
But the media center isn’t just a place to catch up with old cronies. It’s also a place to meet new faces in an agreeable and friendly setting. It offers a concentrated environment away from the sales floor-like atmosphere inevitable to many trade shows.
Sometimes, a media center will have separate rooms that can be booked for private discussions or interviews. Taking advantage of these venues can often entirely change a member of the media’s perspective by fostering a more in-depth conversation with a key representative, such as a product designer, engineer or executive.
While some journalists are on tight deadlines, many more have the flexibility to immediately publish their content online, making it all the more important to distribute product information and build relationships in a timely and efficient manner.
Your own media center
A different approach is required for private venues where the media is in attendance specifically to learn information about your product, service or event. These events sometimes require a brand representative to be even more proactive by carefully emphasizing the brand to help facilitate greater understanding.
The design of a media center alone can spur additional productivity for all sides. Some events might require a dedicated room with Internet stations, refreshments and at least one full-time product representative available to answer questions. Other events might dictate a casual environment with comfortable spots available for laid-back interviews. It almost goes without saying that wireless Internet access is a nearly universal requirement.
In addition, at larger events, the media center becomes a central gathering point for journalists. Making sure that product or event information is readily available will help further the brand’s cause.
Regardless of the venue, knowing how to properly disseminate information to gathered members of the media, from traditional print outlets to advanced web publishers to bloggers, is the deciding factor for solid event or product coverage.
