How to Leverage Trade Shows for Media Coverage (Even Without a Booth)

You don’t need a flashy booth or six-figure sponsorship to make headlines at a cannabis trade show. In fact, some of the most strategic media wins happen on the sidelines, through smart planning, well-timed networking, and sharp storytelling.

But here’s the secret: the best media moments don’t always happen on the show floor. They happen when you come prepared to be newsworthy, booth or not.

Here’s how to turn your next cannabis conference—think MJBizCon, NECANN, or Benzinga—into a media win.

1. Start Early

Most media outreach for trade shows starts at least four to six weeks out. Journalists are booking interviews in advance. If you wait until the event starts, you’re already behind.

Create a pre-show pitch. Highlight what’s new, different, or bold about your brand. Announce a product drop, funding milestone, leadership hire, or unique POV on an industry trend. Give reporters a reason to want your voice in their story.

Pro Tip: Focus on relevance. Editors don’t care that you're attending, they care what you have to say.

2. Build a Strategic Media List

Trade shows attract both industry and mainstream media. Research who’s attending. Follow hashtags. Look for speaker lists. Reach out to journalists and editors you know will be covering the show.

Even if a reporter isn’t attending, the event gives you a timely hook for outreach: “We’re headed to MJBizCon and would love to connect around trends we’re seeing in cannabis finance.”

Use the show as context to introduce yourself and your expertise.

3. Skip the Booth, Book the Meeting

No booth? No problem. Set up coffee meetings, happy hour meetups, or private press briefings off-site. Offer something more valuable than foot traffic such as a thoughtful conversation with someone who knows the industry.

Trade shows are noisy. Journalists are tired. Make it easy for them. Pick a quiet spot. Be on time. Keep your pitch tight and your insight sharp.

Bonus points if you follow up with stats, visuals, or a quote they can plug directly into their coverage.

4. Leverage Speaking Opportunities

Speaking on a panel? That’s gold. Promote it ahead of time in your outreach. The media wants to hear from industry leaders with a platform. After your panel, be available for follow-up interviews or soundbites.

Not on the official lineup? Host a micro-session at a nearby venue or partner booth. Then invite media contacts to join. It positions you as a thought leader, even without the official badge.

5. Make Yourself Easy to Cover

Come armed with a short press kit. Include a clean headshot, boilerplate, recent coverage, and any relevant stats or product info. Have this ready before the show, don’t scramble onsite.

Also, nail your narrative. You need to be able to answer:

• What’s your company doing that’s new or different?

• Why now?

• Why should the media care?

If you can’t answer these in 20 seconds or less, refine your message before you pitch.

6. Use Social Media as a Real-Time PR Tool

Your social feed is your media stage during trade shows. Live-tweet panels. Post behind-the-scenes content. Tag speakers, journalists, and publications. Comment on industry news. Show that your brand is part of the larger conversation.

And don’t forget: if you score a media mention at the show, amplify it. Tag the outlet, thank the writer, and share it widely. Every post is a chance to boost visibility and credibility.

7. Follow Up Like a Pro

The show doesn’t end when the expo floor closes. Follow up with every reporter you spoke to. Thank them for their time. Offer additional insights or quotes. Stay on their radar for future stories.

Even if you don’t land a feature this time, you've built a relationship. That alone can be more valuable than any single mention.

Final Thoughts

Trade shows are media magnets. But only if you play it right. With a smart PR strategy, you don’t need a massive budget (or even a booth) to win visibility. You just need a clear message, the right connections, and the courage to show up prepared.

Green Lane Communication helps cannabis brands do just that. We’ve secured over 12,300 media placements for our clients—and many of those started with a conversation at a trade show.

Want to turn your next conference into a PR win? Let’s talk.