Trade Show Season is fast approaching. For many of us, trade shows mean long days, sore feet, a bagful of tchotchkes for the kids – and a sense that it’s just not worth the time and expense. But it doesn’t have to be that way.

Effectively integrating a media relations strategy into your trade show marketing program can set the stage for meaningful press opportunities and, by extension, increase the likelihood of real business development.

By planning ahead, you can gain a great deal of exposure for your company among industry media, prospects and peers. To help you maximize your trade show investment, we offer the following tips on how best to plan your media relations effort.

1. Speech. Speech. Try to schedule a speaker from your company at the trade show. Having a speaker on the agenda will confer credibility on your company in addition to bringing prospect and media attention. Attaining a speaker’s slot means contacting the show’s representatives at least six months in advance. To give your speaker the best chance of landing a spot, develop a topic that will be of interest and benefit to the trade show audience, fits in with the theme of the show and is somewhat original.

2. Plan your news. Having a newsworthy announcement at the time of the show will help generate media interest. The press will be looking for legitimate story ideas that will appeal to their readers – not hastily concocted “puff” releases. Common announcements are new-product introductions, new-service announcements and customer signings. Release your news during the early days of the show. Some of the bigger shows have their own daily “newspapers” that report on news from the event, and many of the media in attendance file stories directly from the show. Another valid option is to share your release with the trade media ahead of the show; often, trade publications run special editions that preview specific trade shows.

3. Contact media before the show. Many trade shows will send you a list of media members who plan to attend the show. If the current year’s list is incomplete, check the show’s Website for a record of press attendees from past shows. Contact the media several weeks before the show to let them know about your speaker and topic, and/or your upcoming news – in an effort to schedule an interview while at the show. Reporters appreciate one-on-one access to executives, and scheduling time well before the show is often the only way to fit it into the media’s show schedule. Make sure you contact the reporters who are most appropriate for your company or news topic.

5. Prepare informational press kits. Include vital information such as a company fact sheet, bios of senior management and speakers/interviewees at the show, case studies, product sheets and press releases from the past several months. Keep some kits on hand at your booth, in the room where you speaker will present (if you secure a speaking engagement), and place several in the press room – an area dedicated to the media, where they have phone lines, Internet access and a place to work.

6. Follow up with media after the show. Once you’re back at the office, contact the press you met with at the show to make sure they have all the information they need. Most often, this should just be a quick e-mail to say you enjoyed speaking with them, would be happy to forward any additional information – and you would be happy to serve as a source for other stories in the future.