Turning Tech Events Into PR Wins: The Pre-Show to Follow-Up Playbook

by Meghan Jordan | Apr 30, 2026

Podcast Episode

Audio Player

00:00 | 37:02

Introduction

Event season is back, and for many marketers, it feels like a high-stakes gamble. You’ve invested in the floor space, the logistics, and the senior team's travel, but breaking through the noise of a crowded conference center is harder than ever. On this episode of FiredUp!, we dive into the strategic playbook for maximizing your time at events. We address the common pain point of booth invisibility and show you how to transform a physical presence into a powerful media moment.

Episode Highlights

This week, episode 134 of the FiredUp! podcast is about turning events into PR wins!

Morgan and Chris discuss:

  • The Six-Week Sprint: Don't wait until you're on the event floor to start talking to reporters. Success is built in the 4-6 weeks before the event.
  • Master the Media List: Use the official event media list to identify which beats are being covered.
  • Demos Over Discussions: If you have a booth, use it as a stage. A high-quality, physical demo is often a more compelling hook than a standard executive interview.
  • Win the Off-Floor Game: Consider hosting media breakfasts or using dedicated media lounges for deeper conversations.
  • The Follow-Up is the Finish Line: Ensure you have graphics, screenshots, and summary notes ready to send immediately after conversations.

Key Takeaways

  • Event pitching takes serious lead time — a month ahead for typical events, two months for the giant ones like CES.
  • The official media list is often unreliable. Many reporters sign up defensively without committing, and three-quarters aren’t pitchable contacts.
  • Pre-pitching news about a week before the event typically produces better coverage than announcing at the show.
  • In-person media events can strengthen relationships if handled correctly.

Preparation for a Tech Event

  1. Audit Your Assets: Ensure you have the right people and information to engage reporters effectively.
  2. Use the Media List Wisely: Treat the official list as a starting point, and scrub it for active attendees.
  3. Early Pitching: Incorporate lead times into your planning to secure coverage.

Pitching Reporters Before an Event

Start pitching at least a month ahead. Target reporters early to make sure they have time to write and schedule meetings with you.

Announcing News at Events

Pre-pitch about a week before the conference rather than announcing at the event to avoid getting lost in the noise.

Media Events at Conferences

Hosting a media dinner or cocktail hour builds stronger relationships but carries risks of low attendance. Provide sponsors with reasons to come beyond just food.

Follow-Up After the Event

Follow-up with contacts promptly to ensure your promised materials are sent and relationships are nurtured beyond the event.

Thank you for listening! Tune in to all the episodes for practical tips on crushing your startup marketing goals. Don’t forget to follow, rate, and review the podcast, and tell us your key takeaways!

FAQ: Tech Event PR

  1. How far in advance should you start pitching reporters for a tech conference?
    At least a month ahead for typical events, and two months for the giant ones like CES.
  2. Is the official event media list reliable?
    No, as many reporters do not commit to attending.
  3. Should you announce product news at the event or before?
    Announce about a week before the show for better coverage.