In my roughly 15 years in the tech PR/marketing world, while there are new channels to build awareness, event PR hasn’t changed a whole lot in terms of its purpose.
After the dotcom bust about 12 years ago, there were dire proclamations in the U.S. about the demise of the tradeshow based on cost factors. Companies didn’t need to pay travel expenses, booth costs, etc. when they could get the same benefits from what was dubbed as “virtual events.”
While some of these virtual events are still in existence, many of the big tech tradeshows are booming and more are popping up given the money that is flowing into tech from VCs. Some of the top shows that our clients go to include RSA Conference, Gartner ITxpo, Dreamforce, HIMSS, Interop, O’Reilly Strata, FOSE and Structure.