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Impress the Press

Turn trade shows into promotional opportunities by mastering the media.

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This story appears in the September 2008 issue of Start Up.

For a startup entrepreneur, the idea of catering to thousands of curious attendees at a multiday trade show can be nerve-racking. And among the inquisitive is a group you may not be prepared for even though it's possibly the most important: the press.

Some entrepreneurs simply don't consider the press or "are afraid they'll say the wrong thing," says Linda Musgrove, a trade show aficionado and president of TradeShow Teacher. Musgrove lists a few steps you can take prior to the show to make the most of the press once you're there.

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