There are ways to get the publicity balls rolling before the show even begins. For example, target publications that would be interested in the show. An engineering magazine, for example, would be a prime target for a large engineering show. Call the publication and ask for a copy of their editorial calendar, which lists all special sections and topics in the coming year. You might not be able to tell from the calendar whether or not the trade show or convention gets its own stand-alone publication, a section within the magazine, a single story beforehand, or one story after the show. If you're not sure, call the publication and ask. Editorial calendars, by the way, are free from the publication's advertising department.

If you are responsible for media coverage, but you have no say whatsoever in what will be included in your company's booth, contact the person in charge a few months before the show begins. Arriving on the day of show and learning the booth manager made no provisions for the media would be a nightmare.

For more great tips and to learn what you can do before a trade show starts to increase publicity see Special Report #24 "How to Create Media Publicity at Trade Shows and Conferences"