Smart CES PR Strategies and Answers to FAQs for Consumer Tech Brands
Consumer Electronics Show (a.k.a. CES) is the biggest stage in consumer technology, and for many brands, one of the toughest places to earn attention. So, how do you break through with press and the public at CES? The answer is early PR planning, targeted outreach and tactics beyond media interviews.
I’ve been to over a dozen CES shows. In 2025, I was thrilled to receive an official Best of CES Award for my smart home client. It drove significant sales and partner inquiries according to the company, which is a good reminder of just how much business impact CES can create when you do it right.
In this post, I share the tips and tactics that my team at SHIFT and I use in many CES PR campaigns, drawing on our experience supporting brands from wearables and devices to even cars.
CES 2025 PR trends
CES 2025 offered powerful lessons in ways brands can stand out in an increasingly crowded environment. From massive activations to quirky demos that make the show unforgettable, CES was once again equal parts spectacle, proving ground and media marathon.
A few brands that stood out:
- Narwal Robotics’ virtual home setup: its vac/mop cleaned floors while deftly avoiding obstacles, a clever way to turn a demo into an immersive brand experience.
- Roborock’s vacuum: it roamed its booth area picking up socks with a mechanical arm, a crowd-pleaser that drew lots of attention and social media buzz.
- The AARP AgeTech Collaborative: its fenced-off area for senior tech startups in its portfolio, complete with multi-lingual proto holograms, essentially created a mini trade show within CES and a draw for attendees/press. [disclosure: this is a SHIFT client]
How PR at CES has changed
Booth activations aside, a strong press strategy and early media relations are key to getting impactful CES coverage. That said, CES PR dynamics have shifted dramatically over the past decade. It’s an entirely different game now.
Here are three CES PR changes brand marketers and PR professionals should be tracking:
- Less press availability. Years ago, you could gather media at evening events or casual meetups. Today, with remote-first habits, smaller newsrooms, and tighter schedules, those opportunities are less common. Now, brands need to find ways to connect with media ahead of the event and meet the press where they are.
Pro tip: In addition to pre-briefing media, participate in one of the media-only preview events such as CES Unveiled or Pepcom Digital Experience. Press like these events because they are centralized and brands that show up here often get written about first, resulting in better chances for more coverage later.
- Decentralized media influence. The landscape isn’t as straightforward as it once was. Now, “big press,” influencers, and new media each deliver unique benefits. This is a universal PR shift, but it definitely impacts CES PR strategy.
Pro tip: Think beyond “Tier 1” for goals/outreach and consider influencer-specific opportunities such as a sponsored breakfast meetup that can draw influencers to your booth later.
- Multi-industry presence. Industries from aviation to retail are now part of the narrative. Case in point: Delta Air Lines delivered a visually stunning keynote for its 100th anniversary at The Sphere, a clear signal that CES is for any consumer-facing brand shaping the future with tech.
Pro tip: You’re competing against big brands and marketing spend, so passing out mints won’t cut it. Think of booth designs as visual experiences with opportunities for interactive engagement rather than utilitarian display tabletops and meeting spaces and you’ll be on the right track.
Top CES PR Opportunities (and a few tips)
One reason I love CES is the diversity of PR opportunities, from traditional media interviews and broadcast coverage to awards, influencer engagement and social buzz. Having helped six clients secure official Best of CES Awards, I know the impact these moments have on brand visibility.
While I won’t give away all my tips, I’ll share this: start early and think broadly.
Here are five top CES PR opportunities to consider in your strategy:
- CES awards: These multiply event attention and have good runway after as a content hook. There’s the CES Innovation Awards and Official Best of CES Awards, but also a multitude of others from outlets like Tom's Guide, The Ambient and Engadget. If you have a real category innovation, develop your story and socialize with editorial early. Call for entries for some of these close as early as August while others are awarded on the show floor.
- Media previews: As journalists arrive with full schedules and editorial plans, pre-event briefings dramatically improve your coverage odds. Another? Nail your demo. If you deliver a compelling virtual preview in December, media are far more likely to make time to see it come January.
- Spontaneous press interviews: Don’t understaff on site. With two PR staffers and two spokespersons, you can catch media as they roam the floor and staff briefings at the same time, increasing your chances for more press visibility and coverage.
- Broadcast: Broadcast media are always looking for futuristic gadgets, cute robots and highly interactive demos. Camera crews often roam CES Unveiled and Pepcom Digital Experience to get B-roll for curtain opener segments. Business outlets like CNBC and Bloomberg want experts commenting on major show trends and policies impacting the tech industry.
- Parties and Off-Site Events: CES events are challenging to pull off but can drive strong brand awareness. Just know they can cost big money to do well, and media coverage isn’t the end goal.
Who are the best PR agencies for CES?
What PR firms do good CES work? Look for agencies such as SHIFT Communications with proven CES experience, campaigns, media results and on-the-ground support.
At SHIFT, we have over a decade of CES PR expertise spanning launching products, earning coverage and providing on-the-ground support for all types of consumer tech including DJI’S Livox sensor, wireless device company Mohu, Zeo's wearable and Mcor's 3D printer.
Recent CES PR Case Studies from SHIFT Communications
Creating Demand with CES Media Coverage: For EV company Lightyear’s U.S. market entry and new model unveiling at CES, SHIFT built strategic press relationships early. Then, a few months out, we pitched expo interviews and Pepcom first-looks, securing additinoal interviews on the show floor.
The result: 50 CES press articles that helped drive 30K waitlist sign-ups, 3x Lightyear’s goal.
CES Attention for AARP AgeTech Collaborative: SHIFT vetted thousands of reporters to ID targets then personalized each pitch, following up with news updates and reactive industry angles.
The result: That plus a long-term thought leadership push helped secure 49 press hits, including in Marketwatch, USA Today, VentureBeat, Engadget and more.
CES 2026 PR Takeaway
CES is one of the most challenging and potentially rewarding arenas for PR. From securing awards to building media momentum, success requires more than showing up with a great product. The real lessons from my dozen plus years of attending CES are clear: start early, tell a bigger story, pursue all PR avenues, and plan for impact that lasts beyond Las Vegas.
At SHIFT, we’ve helped brands of all sizes stand out on tech’s biggest stage, and we’d love to help you do the same.
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