"Extra! Extra! Read all about me!"
In the same way you invite someone to your birthday party or wedding, inviting people to visit your display at your upcoming tradeshow is one of the top priorities on a long to-do list. Inviting friends, both inside and outside of the industry, is a perfect way to catch up and to receive updates/opinions on the industry you work in. But as a company, everything you embody depends on new and existing customers - without new customers, there is no room for growth and without a good relationship with existing customers, your hardwork will never fully pay off. Reaching out to TV stations, radio stations, Internet and paper sources is the best way to reach these masses. And there's no way to try to get your foot in the door without a media invite.
Once your tradeshow space is confirmed, (a booth number is recommended, not mandatory) create a media invite that includes information about the tradeshow, information about the company and above all, the time(s) and date(s) of the tradeshow. If no one in your company has experience in writing media invites or press releases, find a template on the Internet.
Once completed, find appropriate contacts for any media you deem appropriate. This could be nationally recognized newspapers, online blogs pertaining to your industry, radio stations - the possibilities are infinite. Obviously, the more localized and independent of a news source, the more likely you'll receive a response. And adding a promotional product, such as a custom imprinted pen or custom imprinted bookmark, will definitely help in a lasting impression.
If you don't receive a response, don't fret. News sources hate when someone is too persistant and simply don't have time to respond to every e-mail they receive - even if they plan on attending. As for any responses you do receive, be sure to set up a time to meet and offer anything the reporter might need - whether it be an interview or a press release.