Infosecurity Europe is the nerve centre of the cybersecurity community. Held over three days in London each June, the event brings together the minds of over 19,500 professionals from across the industry including hundreds of exhibitors, numerous analysts, policy experts and journalists.
It’s understandable, then, that it also attracts scores of internal PR teams and agencies. But, as a PR professional, how exactly can you get the most out of Infosecurity Europe?
Here are ten recommendations on how to ensure your visit is well worth the investment:
Start planning for Infosecurity Europe 2020
Next year’s show is going to be big. After all, it will be its 25th anniversary. Start on the front foot by thinking which themes – like people and innovation – will likely make a comeback and how this can map into your organisation (or client). Do you have any relevant product launches coming up or could you put forward one of your experts to speak? And, if you haven’t already, register your interest for Infosecurity Europe 2020 to be one of the first to hear what’s happening.
Submit information for the show website and guide
This might sound obvious but, if you’re exhibiting, submit information on your organisation early to increase exposure online and visibility in the show guide. Add your company background, logo and links to your social media profiles as well as brochures, case studies, whitepapers and more.
Sign up for the exhibitor masterclass
As preparations begin, exhibitors will be invited to attend a masterclass so make sure you attend or, at the very least, request a copy of the exhibitor PR guide. You’ll be given details on how to get involved in activities during and after show. Plus, it’s a chance to get to know the show’s press office whose job is to promote the show and so will be looking for interesting news and views.
Maximise media partnerships and relationships
Infosecurity Europe attracts a large number of media partners – many of which write show previews – so make sure you keep the press office updated on your company’s schedule for the event as well as details on your best spokespeople and their areas of expertise. This information could also be used in the show alerts that are shared with the media before and during the show.
Write a guest blog post for Infosecurity Europe
The press office will be looking for content in the run up to the show, so it’s a great opportunity for your key spokesperson to author a topic they will be talking about at the show. But don’t be late – submissions are aplenty! Remember to request blog guidelines before you submit.
Get smart with media interviews
Be realistic. Do you really have something interesting enough for the media who will be busy attending keynotes and writing news stories? With hundreds of exhibitors, and therefore PR teams vying for media attention, securing interviews will be difficult. Unless you are a big brand with a well-known industry expert, you could be better off organising interviews before the show.
Consider paid-for opportunities
If you are adamant your company’s expert is interviewed by the media during Infosecurity Europe, consider pay-to-play opportunities with the likes of Infosecurity Magazine and Help Net Security. These a reasonably priced considering your company gets exposure on the publication’s website and, usually, is given rights to use the final content for marketing activities in the future.
Be active on social media
Infosecurity Europe has a large social media following so sharing the links to your company’s – and your experts’ – own profiles is a must. Make sure you also send the press office a suggested tweet that quickly explains what your company does and any new products or presentations. Don’t forget to share your stand number too! Also, use the official hashtag (last year’s was #infosec19) in all relevant posts – chances are your best tweets will be liked or retweeted by the show.
Offer to take part in videos and podcasts
If last year’s show is anything to go by, the press office will be looking for media trained spokespeople to comment on key topics in the run up to – and during – the show. Put your best expert forward to be considered for podcasts and vox pops, roving reporter interviews.
Meet your company’s experts
For PR teams, Infosecurity Europe isn’t just about generating press coverage and content. Use the show to learn about issues facing the wider industry (not just your customers) and meet interesting people from your company that you haven’t yet had a chance to meet. Picking their brains face-to-face is far more effective than over the phone. They could inspire your next PR campaign!