Trade shows have always been about connection: shaking hands, swapping stories, and bringing ideas to life in real time. But the way those stories are shared is changing.

The trade show floor has changed and so has the press

Fewer journalists are walking the show floor. Traditional press events aren’t guaranteed coverage. Meanwhile, creators, influencers, and industry voices are redefining what “media” means, and how stories reach audiences.

At Steel City Displays, we see this as an opportunity. Because when the old playbook shifts, creativity takes the lead.

A note from Kate Blom-Lowery, Chief Marketing & Operations Officer

With more than 20 years of experience in brand, trade show, and PR strategy, Kate Blom-Lowery, CMOO of Steel City Displays, has seen the evolution of exhibit marketing from both sides of the aisle—agency and client, digital and experiential. Her perspective grounds this piece in practical, human strategy—where creativity meets connection, and where “The Power of We” turns presence into impact.

1. Lead with something worth talking about

A booth isn’t news, but a bold idea is.

Whether you’re launching a product, sharing new research, or unveiling a design that changes the way your industry thinks, lead with substance.

The strongest stories are rooted in impact: what you’ve built, who it helps, and why it matters now.

Kate’s Take:
“Don’t wait for the show to start. Share your story early with intention. The best coverage happens when media and partners already know what you stand for before they ever see your booth. A personal, well-timed outreach that aligns with your shared values travels farther than any press release alone.”

2. Turn your booth into a storytelling studio

Every exhibit you create is already a story waiting to be told. Use it.

Capture short videos, sound bites, behind-the-scenes moments, and customer reactions. Interview your team. Ask visitors what inspired them.

Then, bring it to life online through social posts, reels, and recaps that extend your booth’s reach well beyond the show floor.

Trade shows aren’t just moments in time anymore. They’re launchpads for year-round storytelling.

Kate’s Take:
“When you’re designing your booth, think beyond structure think story. Every display, demo, and conversation is a piece of content in motion. Capture it as it happens. The most authentic stories are the ones told while the energy is still in the room.”

3. Expand your definition of “press”

Press doesn’t always wear a badge.

Sometimes, it’s an industry influencer live-streaming your demo. A podcaster stopping by to chat about your process. A client sharing your booth on LinkedIn because it inspired them.

Today’s coverage is built through collaboration. So, treat every connection like a potential storyteller. Invite others into your narrative and let them help amplify it.

Kate’s Take:
“Media isn’t a credential anymore; it’s a community. When you widen your lens to include creators, analysts, and advocates, your story travels through more authentic channels. It’s not about who has the biggest platform; it’s about who truly connects with your audience.”

4. Build momentum before, during, and after

A successful PR strategy starts long before opening day.

Before the show, share previews and set up interviews.
During the show, create content and build relationships in real time.
After the show, follow up with takeaways, recaps, and reflections.

When you treat your presence as a full journey not a single moment you stay part of the conversation long after the booth comes down.

Kate’s Take:
“Think of your trade show presence as a story arc, not a single scene. The pre-show buzz builds anticipation, the event itself delivers the experience, and the follow-up keeps the momentum alive. When you connect those phases intentionally, you don’t just show up—you stand out.”

5. Redefine what success looks like

Press coverage still matters. But so does engagement. So does connection. So does the ripple effect that happens when your story moves through multiple channels—traditional, digital, and human.

Measure success not only by headlines, but by:

• Relationships built

• Stories shared

• Content created

• Leads generated

• Conversations sparked

Because when your story resonates, it doesn’t just earn coverage—it earns trust.

Kate’s Take:
“The value of PR isn’t just in the headline—it’s in the halo. When your story inspires a conversation, a share, or a spark of curiosity, that’s the real measure of success. Coverage comes and goes, but connection builds momentum.”

The takeaway: PR isn’t fading. It’s evolving.

And for exhibitors who embrace collaboration, creativity, and courage, that evolution brings new opportunity.

At Steel City Displays, we believe in The Power of We, the magic that happens when great ideas meet great execution. So as trade show PR transforms, remember:

You don’t have to wait for someone else to tell your story.
You get to shape it, share it, and invite others into it.

Because in this new era of trade shows, the story isn’t what’s written about you. It’s what you create—together.