Working With the Media at Mobile World Congress
With Mobile World Congress just a few days away, Chris Bignell, CEO of the UK-based tech PR agency The Jargon Group, and a seasoned attendee with more than a dozen shows under his belt, shares his insights and expertise on working with the media at the event.
WORDS OF CAUTION
Tip 1: Big Companies Steal the Limelight at Mobile World Congress
Big companies often have it easier than smaller tech firms at MWC.
I experienced this firsthand when I worked at Motorola. Journalists were eager to speak with us, no matter what we were doing (or not doing) at MWC. There was an inherent expectation from the media that we were worth talking to.
I’ve also heard from some journalists who would say, “I’m bored of writing about Apple, but I have to because every time I write about them, I get a lot of readers.” In Apple’s case, the company has evolved into one that automatically secures media coverage, simply due to how it operates.
This guaranteed interest doesn’t necessarily extend to tech startups and scaleups. MWC is a tough environment if you are not well known already!
Tip 2: There Are Thousands of Journalists at MWC, But Even More Tech Firms
At MWC, there are usually around 3,600 journalists. I can’t emphasise enough just how massive that is.
However, to put it into context, there are also 2,300 exhibitors. That means, on average, there’s less than one and a half press members for every exhibitor. As you can imagine, this creates a scramble for media attention!
Tip 3: The Media Will Almost Certainly Have Been to CES in Vegas Before MWC. They’re Show-exhausted!
It can be a nightmare when journalists attend CES in Las Vegas, head home for a few weeks, and then fly straight to MWC. Many journalists fly to CES around January 2nd, and by the time they return, their inboxes are flooded with emails from PRs trying to get them to cover MWC. This creates a massive workload, leaving them often overwhelmed.
As a tech company, it’s important to recognise that journalists are already stretched thin. To get your story to the top of their list, you need to have a strong, compelling pitch.
HOW TO PREPARE
Tip 4: Find Something Different to Say
At Mobile World Congress, the challenge is finding something new to say amid all the big companies and the wider competition.
Some CEOs manage to secure media coverage simply by being outspoken, making bold statements, or even shooting their mouth off . Of course, that approach isn’t suitable for everyone, especially smaller businesses.
So, it’s crucial to consider how big, new, innovative, or challenging your news announcement is. Announcements that aren’t significant won’t capture attention, and overhyping simple non-news announcements such as “we’re at the show” isn’t effective.
Additionally, getting the messaging and storytelling right is essential—you need to be clear on what you want to communicate to the world. A few years ago, I saw the launch of the world’s first thermal imaging phone. It was brilliant—visible, tangible, and exciting for everyone.
Tip 5: Don’t Underestimate the Scale of Mobile World Congress
The scale of MWC is astronomical—it can take an hour to walk from one end of the venue to the other. The event has grown so large that organising media meetings has become a challenging task.
With patchy mobile phone signal, getting in touch with journalists can be tricky. At that point, you just have to rely on solid preparation, ensure journalists can easily find your booth, and hope everyone shows up at the right place.
SECURING MEDIA COVERAGE
Tip 6: Pre-pitch Stories
Pre-pitching stories before the event helps journalists have content ready for each day, making it easier to secure media interest. For less groundbreaking news, offering exclusives to select journalists can ensure your story stands out and gets the attention it deserves.
Tip 7: Keep the Home Team Busy
Don’t forget that the journalists attending the event have colleagues back home covering it as well. Keep them informed and provide stories they can use during the news cycle.
Tip 8: Get the Basics Right
Ensure your press materials, including links to press packs and imagery, are easily accessible. Providing high-quality images can increase the likelihood of journalists covering your story.
Tip 9: Look at ShowStoppers and Pepcom
One of the best ways to meet journalists is through events like ShowStoppers and Pepcom. These events do the hard work of attracting journalists, and you simply pay to get in the room. I’ve attended ShowStoppers about 12 times, and if you have something truly innovative, journalists will flock to you.
These events aren’t for everyone, as they come with a cost, but they can be worthwhile if you have something unique and fresh to present. In the past, we’ve had clients experience a significant boost in investor funding after attending these events. It’s like getting a fast pass at an amusement park—you pay to get in front of the right people. If you have something interesting – especially if it’s consumer tech and visibly different – it can be a great way to attract attention.
The GSM Association also runs its own media platforms at Mobile World Congress, including Mobile World Live, a 24/7 broadcast, and Mobile World Daily.
WHAT TO DO IF YOU LACK NEWS?
Tip 10: Be a Good Host
Being a good host can significantly improve your media relationships. Companies that serve food and drinks to journalists, can often find the press returning to them daily. Offering something unique, like local cuisine or snacks, can help attract press and make them feel comfortable. Even a place to sit can be valuable.
Finally, if you don’t have a major announcement, the best use of MWC might be focused on networking and making sales, rather than chasing journalists. Sometimes, skipping the press conference is a smarter choice, especially if there’s nothing substantial to announce.
Mobile World Congress presents both exciting opportunities and significant challenges for tech companies aiming to secure media attention. Preparation is key: crafting a compelling story, understanding the sheer scale of the event, and leveraging strategic tools like pre-pitching and attending events like ShowStoppers can help maximise exposure.
You can learn more about Jargon in our 3-minute Coffee With interview. Alternatively, if you need help working with the media at MWC, please do get in touch and signup to our newsletter.
