We are only a few weeks away from the largest gathering of outdoor media at the National Shooting Sport Foundation’s Shooting, Hunting Outdoor Trade Show January 17-20 at 
theSandsConvention CenterinLas Vegas. For many exhibitors, this is the one and only chance they have to connect with an influential media person that could drastically help or hurt the growth of their company.While the SHOT Show is primarily a “selling” show, however one of the primary benefits of the SHOT Show is meeting with the press. While to a novice this may sound daunting, it really is a chance to put your best foot forward as an exhibitor.
I started out as a reporter in a major market and served as President for the Southeastern Outdoor Press Association. Then, I came to the firearms industry and was honored to serve as the first industry liaison on the Board of Directors for the Outdoor Writers Association of America. For over 30 years I have had a unique perspective from both sides of the isle. The press, just like any other audience or customer, has a unique set of needs and yes…quirks. If you know what the needs of the writers and their environment, you can really take advantage of their offering and add to your reach of earned media.
I surveyed many of the top firearms and ammunition writers, bloggers and TV reporters that cover the SHOT Show and they gave me feedback that really fall into a couple of significant buckets. Those areas are; Materials, Response and Contact Information, and Relationships.
Let’s start with Materials. The overwhelming complaint I hear from media professionals is that the materials provided by manufacturers and exhibitors simply miss the mark. What works for your sales channel, often leaves the media wanting. If David Letterman made a top ten list about Press Materials, it might sound something like this. Here’s my Top Ten.
Number 10 – A sales sheet doesn’t tell your story and has little value to the media. A reporter needs to know the full story and exhibitors need to share it if they want the press to pay attention.
Number 9 – For media, the press release is king. It tells the whole story, the who, what, where, when and why of your company or your new product introduction. But if you want the press to read it, it must be well written and abide by the AP Stylebook. If you don’t have a copy, get one. It’s an inexpensive resource that every PR pro should own.
Number 8 – It’s the electronic age, so be sure your materials are easily accessible electronically. Place your press releases online where they are easy to find and easy to download. All professional press members use computers and will be more willing to write about companies that make it easier for them to write.
Number 7 – A picture is worth 1,000 words – 1,000 words of copy written about your product that is. Writers need high-quality photos to tell your story – make them easy to find and easy to download.
Number 6 – When it comes to Photos, One size doesn’t fit all – While a low res .gif may be all that’s needed for the online blogger, it is useless for print. Make sure your high quality photos are available in multiple formats such as JPEG, TIFF or EPS so they’ll work seamlessly for all media platforms. If the media has access to good photography they will be more likely to cover your product.
Number 5 – Use the SHOT Show pressroom. If you want to find the media at the SHOT Show go to the place they hang out. At the SHOT Show, that’s the press room, and it’s located in the Murano Ballroom on the 3rd floor of the Venetian Hotel. Each exhibitor can place materials in the press room by ordering a media bin. Sounds like a great place for a press release and some high-quality photography, doesn’t it? You must reserve a bin in advance, to do so, go to Shotshow.org and the exhibitor press section to reserve your bin.
Number 4 – Offer usable information. The media is looking for hard facts, not “marketing-ease.” Writers need something to write about, so share features and benefits not buzz-words. Your materials should explain what makes your product special and what makes your company different. Simply stating that its revolutionary isn’t enough.
Number 3 – Know your unique angle. Most media are at the show looking for a story they can sell. You have a better chance of gaining more exposure or increased exposure if you have a unique angle. Perhaps your product solves a common long-range shooting challenge, explain the problem and then how your product, such as a scope, firearm or whatever helps the customer solve the problem.
Number 2 – Look at your materials with an artist’s eye. Offer unique, different and visually stimulating material to get noticed. Stories that have interesting photos or what editors would refer to as “art” will get more exposure and better placement than ones that don’t. The writers understand their editor’s goal is to make their publication look the best it can and that their stories will earn more when they deliver great copy coupled with great “art.”
Number 1 – Contact information should be front and center. Writers talk to hundreds of people during the SHOT Show just like you do. If they want to do a story and need to ask follow up questions or get comments, they have to know who to call or where to go for more information.
Now let’s talk about Response and Contact Information. Surprisingly, the majority of writers tell me that they are amazed that they receive little follow through or response on requests for information. Here’s some tips:
- Purchase the media list from the SHOT Show to send out new product releases prior to the show. Go to shotshow.org to find out how and then send your new product release ahead of time so the writer can visit someone in the booth for more information.
- Utilize the SHOT Show press room. We have bins you can reserve for your information and the press spends a lot of time up there. As an exhibitor, you have the right to come in and talk to the press and pitch story ideas
- Designate a media spokesperson. Ideally, this is a professional media relations person from the company that fully understands the products. A writer will not stand around the booth and wait for the exhibitor to find out who should be talking with the press.
- Ensure that only qualified booth personnel talks to the press. The press are trained to get maximum information and to seek out company personnel and quotes for their stories. Neither side wants to get incorrect information published.
- Avoid overbooking appointments. This is just a bad practice all the way around. The press are generally impatient and deadline driven. They are also like elephants and won’t forget being stood up for an appointment and it will affect the chances of gaining exposure now and in the future.
- Maintain a supply of press materials in the booth. The person talking to the press in the booth should also have media-designated materials incase the writer missed it in the press room
- Utilize shotshow.org. There is a place on the SHOT Show where exhibitors can load up their new product information and show press releases free of charge. To learn more visit SHOTShow.org.
By meeting with the press at SHOT Show you can make lasting relationships that will help you gain exposure and increase earned media throughout the year. Your goal is become writer’s trusted source for information about your company. Some things to remember:
- Treat the outdoor media with respect. The press is not the enemy. In fact, their exposure gives you credibility. Treat them just like you would any valued customer. Be honest, respectful, courteous and professional.
- Follow up after the show. To often, a writers request for information gets ignored. The result is lost exposure for your company and a writer with little incentive to look for additional ways to cover your product.
- Build a relationship with members of the media. Here’s a tip I use. I will remember something personal about the conversation and then write the details on the back of the writers card such as a wife’s name, a note about the kids, or a detail from a story they told. When I get back to the office I put that information into my computer along with their contact information. Many times those notes have helped me remember who I am talking with on a personal level even if its been years since we last talked.
- Don’t ignore the press. PR pros often joke that you know it is going to be a bad day when Sixty minutes calls you first thing in the morning. The truth is that ignoring the press won’t make things better for you or your products, when dealing with the outdoor media, be sure to share your side of the story, you may be able to change a bad review to a good one, once they get the full picture.
- Get to know the writer. Sit down, talk with him and make the time if at all possible. Send the writer home feeling like he can call you anytime. It will pay off with articles for months to come.
- Respect Deadlines. More than any other professional, the media works on deadlines. If you bail them out of a jam or give quick responses when they need it, they will not forget it. Even if the rush was a lack of planning on their part your quick response will help you in the long run.
I hope this information will help you maximize your efforts with the press during the upcoming SHOT Show. By making media relations a priority, and by understanding and providing the press with the things they need, you’ll gain more exposure for your products and services, and we hope, more sales for your company.
All of us at the National Shooting Sports Foundation hope that you have a great and successful SHOT Show, and we look forward to reading about your success at the show, when we get home.
