FAQs on CES PR
When should you start PR planning for CES?
CES PR planning should start at least 3–6 months out. By mid-summer, firm up PR objectives, narrative, outreach strategy and targets. Begin pitching in the Fall. By December most media calendars are full, and embargoed previews begin weeks before the show.
How can you get the CES media list?
CES releases its official media list o all exhibitors on December 1 through the exhibitor dashboard. However, you are better off building your own list of priority media based on last year's (and recent) coverage of your category so you can pitch reporters early with embargoed pre-briefs, demos and test units.
What media should I target for CES?
CES releases an official press list in December, but it is too late to begin pitching and not everyone will be a fit. Instead, build your own targeted CES media list by analyzing last year’s event and recent industry coverage. Pitch those priority journalists early, then cross-check the official list when available.
What is the best way to pitch the media for CES?
Personalization and timing are make-or-break in CES pitching. Each outlet/reporter has unique coverage priorities. Early briefings/previews increase chances of on-site coverage, while pre-show embargo timing/coverage is also often more impactful than day-of hits.
Should you launch a product at CES?
Successful CES product launches are possible but depend on many factors. Use these questions to help decide if CES is a good launchpad: is our product truly unique/solving a pain point; was our category hot with the media last year (if so, it’s unlikely to be again); will we be ready for demos by mid-October; is our GA date at/shortly after CES; can we invest in strong PR/marketing support well ahead of time (agency or in-house).
How do you stand out and compete against big brands at CES?
Focus on storytelling and being disciplined in your PR execution. Nail a sharp story that can be told in 20 seconds or less and is about human impact and category transformation, not specs. A great demo or early hands-on experience can beat a super expensive booth (though immersive booth experiences tend to attract attention, too)..
How do you keep up momentum after CES?
Your story shouldn’t end at the show. Reshare CES-related coverage/awards (directly following and creatively woven into press releases and content down the road as credibility signals), continue pitching trend pieces and convert attention into leads with paid amplification/ads. Also follow up with press — reporters are still writing wrap-ups and CES “best of” lists the week after.
Do you need a booth for CES?
You don’t need a booth but it definitely helps to be where media are. If you’re not in the expo hall, Las Vegas Convention Center, or one of the main hotels, you’ll have to try harder to book media appointments ahead of time. Having a suite in one of the main host hotels where booths are will make it easier for media to get to you. Some hotels near the convention center are also very popular for hosting media and partners in suites and can work better as reporters can also make appointments with other companies while they are there.
Should we pitch influencers for CES?
Yes, there are a ton of influencers, YouTubers, Instagrammers, Tik Tokers, analysts and media at CES. Some have large followings, but most influencers fall in the micro to nano influencer range so don’t forget to target them as well.
Should you host a CES press dinner, happy hour or party?
It depends. It’s very hard to get media to go to any live event these days, especially at an event as large and exhausting as CES. That said, if you’re smart about how and where you do this and willing to spend some extra budget, it might be possible to convince media to come. Reach out to SHIFT early on to explore some strategies that have worked for us in the past as venue spaces book up quickly.