There are all kinds of great ideas for capturing the media's attention, even if your company won't be exhibiting at a trade show, or if you're simply attending your industry convention.
Visit the Media Room at the trade show or convention and introduce yourself to reporters, but don't take up a lot of their time. Be able to explain in 15 seconds or less who you are, what you do and how you can help them.

If access to the Media Room is limited only to working media displaying credentials, there's nothing wrong with lurking outside the Media Room and stopping a reporter or editor who you want to get to know better. The same good manners apply in person as over the telephone. That is, the first words out of your mouth should be, "Hi Jack. Is this a good time to introduce myself?" If it isn't, the reporter will tell you.

Another alternative is to simply e-mail reporters and editors who you know are at the show. Chances are good they are checking their e-mail several times daily anyway. And if they prefer to communicate by e-mail, you just might catch their attention.
For more great tips for great trade show publicity see Special Report #24 "How to Create Media Publicity at Trade Shows and Conferences"