Category: Attendees

A view from a veteran who has worn both press and exhibitor badges

I remember my first SHOT Show. Daunting. Exciting. A lot of work that needed to be done in a short amount of time. Even though that was in 1985, not much has changed.

I attended my first show as a reporter with assigned stories, so I had to gather information and do interviews for three vastly different publications. I didn’t think it would be difficult, but the marked difference in the stories and the sheer size of the show became daunting. I am sure I didn’t make many friends at that show due to my impatience and lack of understanding of the true purpose of the show.

Since then, I have worked the show as a public relations and marketing practitioner for large manufacturers and now as a part of the NSSF team that owns and sponsors the show. Ask any politician, and he or she will tell you that walking both sides of the aisle is enlightening and challenging.

The relationship between manufacturers and the media has always had a hint of insecurity. Exhibitors want what reporters can deliver but are torn by why they are at the show. That purpose is to make a return on their investment, and getting that immediately may most readily be construed as spending time with buyers. Reporters, on the other hand, want to get their job done as best as they can, being objective without alienating companies that can be useful to them in the future. I can’t tell you how many informal gatherings I have been in with reporters where the conversation was how bad a company spokesman was or how the materials they were given were not helpful. Fast forward to my days as a public relations representative where my brethren were joking about reporters who just didn’t get it or didn’t get it right. As in most cases, these criticisms are not fully justified.

The SHOT Show, with more than 1,400 press-credentialed representatives, hosts the largest gathering of outdoor media in the world. This is one of the reasons the show is so great. This is the ideal place for people to exchange ideas, stories and best practices. In an earlier editions of SHOT Show ® Blast, Mike Walker and Sherry Kerr gave great advice to exhibitors on how to work more efficiently with the media. I think a couple of suggestions to the media will also help everyone get what he or she needs from the 2010 SHOT Show.

1.  Do your homework – Approach the show exactly as you would for any other story. Make sure you know to whom to talk and something about their products before you approach them at the show. Most exhibitors have press information in the SHOT Show ® press room, and hopefully those materials will answer some of your questions and help facilitate your research process. Doing your homework beforehand will also give you instant credibility and respect, which will result in more time and better answers.

2.  Plan ahead – This sounds elementary but is sometimes hard to do and certainly critical. If you know with whom you need to speak and when you can talk to them, make contact before the show and arrange a specific time to do an interview. I assure you, company executives are already filling up their SHOT Show ® calendars.

3.  Remember, this is a selling show – Though all exhibitors clearly understand the value and impact a positive story can have, their primary focus is to speak with current and prospective customers to sell goods and services. For some, this may be the only time they can reach buyers. In these times, this show may be the difference in growing and surviving. Remember this as you attempt to plan a meeting or approach a booth for which you have no prearranged appointment.

4.  Patience – Those that know me are laughing right now because being patient is a big challenge for me. After you have done the research, made the appointment and are at the exhibitor’s booth, you discover that your source is talking to a customer and can’t see you right away. Take this time to explore the exhibitor’s products and services; you may learn things to enhance your current assignment or even spur an idea for a new story.

Frankly, most of the media that attend the SHOT Show ® are true professionals, and this is nothing more than a refresher sheet or a gentle reminder. That’s okay. I am at that age where I have to tell myself daily that old dogs need to learn new tricks and be reminded of old ones.

Mark Thomas is managing director of marketing communications for the National Shooting Sports Foundation. He is also an active freelance writer and a former president of the Southeastern Outdoor Press Association. He has spent most of his career as an award-winning communications’ professional with Remington, OMC, Volvo-Penta, Continental Airlines and Invisible Fence Brand.