How to Secure Press Coverage at CES

Written By Matalee Shambley

The 2027 Consumer Electronics Show (CES) is around the corner. Every January, thousands descend upon Las Vegas for a chance to witness the latest and greatest consumer technology that’s coming to market. For consumers, it’s exciting, but for the brands, it can feel daunting. The expo is a critical annual event, granting brands of all sizes exposure to media, influencers and stakeholders from around the world. To say the pressure is on would be putting it lightly. 

Attendance alone isn’t enough to stand out. CES typically hosts thousands of brands across its different sites, making it challenging to cut through the clutter and get noticed by the voices that matter. 

If you’re heading to CES in January, you might be asking yourself how you can best prepare to make the most of your attendance, and we’ve rounded up our top recommendations. 

How do I get press coverage at CES?

First, craft your strongest narrative. Your product existing isn’t enough. With thousands of brands vying for the attention of the select attending media, your narrative determines your success. The media and their readers need to understand how your product shifts an industry, changes a consumer need or challenges the status quo. Instead of just sharing product specifications, give a glimpse into the ideation behind it, showcase the thought and consideration that went into every piece of it and how it’s going to reflect that in the market. 

How do I schedule media interviews at CES?

To schedule interviews at CES, strategic media targeting is critical. While CES provides exhibitors with a list of attending media and influencers, it’s up to you to determine who on that list would be interested in your brand and then secure their interest. This involves strategic timing of outreach, a strong narrative and targeting the right contacts. Blasting emails out to the entire list will only get you blocked, so you must take a strategic approach to engaging the attending media. 

What should I have for the media at my CES booth?

Beyond your product or demo, make it easy for the media to quickly understand and remember your product. A concise one-sheet can give journalists the key details about your brand and product while serving as a useful reference after the show. Add QR codes that link directly to downloadable assets, including high-resolution photos, videos, product specs and other supporting materials. Additionally, don’t rely solely on physical handouts. It’s important to follow up digitally with the media after the show so they have everything they need to tell your story, wherever they prefer to work.

How do I turn my demo at CES into a media opportunity?

Securing the interview is only half the battle. Once the media arrive at your booth, it’s up to you and your team to win their interest. Product demos should be concise but impactful. Often, media visiting the booth only have 5-10 minutes to see your product in action. Practice demonstrating the product in that timeframe, tying in your strong narrative to your talking points. Additionally, always be prepared to provide a demo, even outside of scheduled times. You never know when a reporter, influencer, or even potential partner may approach the booth and want to learn more. 

How do I maintain momentum after CES? 

Don’t forget the follow-up. Remember that the media are speaking with thousands of brands throughout the event while testing various products each day. Don’t assume that because you met with them, they have everything they need. The post-show follow-up is critical to provide any additional assets, answer any lingering questions and confirm any plans for potential coverage. CES should be a jumping off point for your brand with the media. Leverage the momentum from the show to continue building and bolstering your brand’s media relationships. 

Looking for a CES PR agency that can support you through all of these steps? We’ve got you covered. Our senior-led team at spark* has represented over 30 brands at CES and has a deep understanding of how to maximize your time and investment at the show. If you’re trying to decide if you should hire a CES PR agency, drop us a line today to learn more about our package offerings and how we can help you stand out this year: ignite@thesparkteam.com. 

Matalee Shambley

With more than a decade of CES experience, Matalee has become a trusted expert on the brands, products, trends and stories shaping the show. She has told the stories of dozens of consumer technology brands at CES, from global companies launching new innovations to international brands making their U.S. debut. From the show floor to the media room, Matalee brings an insider’s perspective on the biggest moments at the show and knows how to translate emerging technology, breakthrough products and brand announcements into stories people actually want to hear.