Why trade shows deserve a place in your B2B PR Strategy
After years of lockdowns and virtual fatigue, live events aren’t just back, they’re booming. According to the IPA Bellwether Report, UK spend on events rose +5.4% in Q1 2025, and even amid tighter budgets, event and PR spend are still growing.
Thanks to AI, it’s never been easier or faster to create and publish content. But that also means it’s never been harder to actually stand out. The same phrases and the same tones are being used time and again, and in the middle of it all your brand is trying to say something meaningful.
What we are seeing is that more than ever before, it's real people, real voices and conversations that actually cut through the noise. The brands that are seeing the best results are investing in trust, visibility, and face-to-face storytelling that digital simply can’t replicate. This is why live trade shows have made such a successful comeback and why they deserve a place in your B2B PR strategy.
Having supported many of our clients to succeed at trade shows over the past few years, here’s six proven tips for making them work harder for your brand, with a PR first approach:
1. What’s the story?
Relying on a booth and a brochure won’t cut it. Make sure you have something interesting to talk about. A launch, exclusive insight, a hot take - something that will give your presence an attention-grabbing story and something to shout about.
Tip: Pitch your news hook two to three weeks before the show. Aim to secure on-site briefings and prep media-ready spokespeople with punchy soundbites.
2. Put your spokespeople on stage
Speaking at a session or panel positions your spokespeople as credible thought leaders in a live environment, and is a sure fire way to drive engagement with the audience.
Tip: Apply early (some shows book 6‑12 months ahead), pitch sessions that deliver value, not sales, and talk to your broader PR story.
3. Use the show as a live content engine
Every moment at the show is content gold. From founder interviews, to customer reactions and demos, it's a great opportunity to capture content to be shared over the coming months. Develop social posts, blogs, newsletter etc, all capitalising on the event momentum.
Tip: Assign a team member to the role of social/ content co-ordinator for the duration of the show to ensure all of the key moments are captured.
4. Should sponsorship be part of your strategy?
Sponsorship can elevate your visibility, but only if it aligns with your goals. A logo on a lanyard doesn’t mean much if there isn’t anybody at the event in your target audience.
Done right, sponsorship adds credibility and drives traffic. Done wrong, it’s just another hefty invoice. Before you sign off, ask: will this get us noticed by the right people, at the right time, in the right way?
Tip: Look for ways to share sponsorship costs via collaborations with other brands and ensure you make the most of opportunities pre- and post show with event organisers.
5. Building community beyond the show floor
Event ROI isn’t just what happens on the show floor, it’s what happens around it. Think bespoke events, round-tables and drinks mixers. These are key opportunities to create your own brand moment, build community, and deepen relationships.
Tip: Create invite-only events tailored to specific audiences: whether that’s journalists, clients or prospects, and use these touchpoints to build deeper relationships off the busy show floor.
6. Keep the momentum going
The show might end, but your story doesn’t. Ensure that you follow up with the connections that you made at the show. Sharing media coverage and key learnings is a surefire way to create engagement.
Tip: Post a wrap-up blog. Share an infographic card. Send a newsletter. Stay visible.
The post-COVID shift in marketing budgets from digital media back to in-person events confirms what credible communicators have long known: trade shows are PR gold. They’re high-intent, high-touch, and high-impact. Bring PR into the planning from day one and treat them as a storytelling engine that feeds your brand all year round.
Want help turning your next trade show into a media moment? Let’s talk. Drop us a line at lara.leventhal@visiblepr.co.uk