Here’s How to Get the Most Out of Industry Events

Last year, there were over 41,000 conferences and trade shows in the U.S. alone (source: Statista). Many of us attend these events throughout the year to stay on top of the latest trends, enhance our knowledge and reputation, build our network, and share best practices with colleagues. But, beyond just attending, you need to determine if you’re making the biggest impact you possibly can.

Maximizing your return on investment starts with having a strategic public relations plan in place. Generating positive PR for yourself is possible when you follow these steps:

1.    Set Clear Goals: Define your objectives for attending the event. Whether it's to network, learn, or showcase your expertise, having clear goals will help you make the most of your time. Time is a non-renewable resource, so invest with the right type of event to meet your needs.

2.    Research the Event: Make sure that you are clear on the purpose, theme, and attendees expected. Advance research can be a game-changer, allowing you to tailor your interactions and conversations accordingly. Start by figuring out which sessions you want to attend and which speakers you'd like to hear from. If possible, identify key individuals you'd like to connect with and plan to network with them. This will help you make the most of your time onsite and forge valuable connections.

3.    Be Visible on Social Media: As I’ve shared in a previous LinkedIn post on personal branding, first impressions matter, especially on social media. Decide which platforms and accounts you are going to use to extend the impact of your event attendance. For the networks you will be using, make sure all your information is complete, accurate, and consistent. This will help you to build traffic to the places where you want to showcase your work. Leading up to the event, consider connecting with speakers and attendees on LinkedIn—a personalized note is a nice touch to stand out. And then, before, during, and after the event, make sure you’re actively sharing and commenting on content by offering insights and engaging with others. Make sure to use event-specific hashtags too, which will help increase your visibility and build your online presence.

4.    Engage in Networking: Actively seek out opportunities to connect with other attendees, speakers, and sponsors. Be genuine, ask open-ended questions, and listen actively. Networking is not just about what others can do for you but also what you can offer. If possible, volunteer to speak at the event or participate in panel discussions. This positions you as an expert in your field and provides valuable exposure. Exchange business cards or contact information with the people you meet. Follow up after the event with personalized messages expressing your pleasure at meeting them, and connect with people on LinkedIn and keep the conversation going. 

5.     Create and Share Content & Make Long-Lasting Connections: Don't forget to take notes on what you heard and create valuable content based on your experiences and insights. Whether it's a blog post, article, or social media update, sharing your expertise with your network can help you stand out in your industry and establish yourself as a thought leader. Tap into the event hashtag (when possible) and take a moment to connect with other attendees to maximize the impact of your content. After the event, follow up with the connections you made. Express gratitude for their time, remind them of your conversation, and explore potential collaboration or continued networking. Finally, if possible, try to attend after-parties and any of the networking events the conference may hold. Don't underestimate the power of informal gatherings.

Take a moment to evaluate and learn after attending a conference. What worked well? What could be improved? I hope you can use my advice to refine your approach for future events. By strategically attending events and implementing these tips, you can effectively enhance your personal PR impact, expand your network, and establish yourself as a thought leader.

Make sure to ask yourself these questions:

• Do you add to your personal brand by attending events?

• Would you like a simple framework to empower you to do this more easily and effectively?

If you said YES, please reach out to learn an easy-to-implement approach that will help you making a bigger impact at upcoming events. We will discuss the framework and examples in action, and you’ll receive valuable worksheets and templates that will help you build an effective and supportive PR plan.