AWS re:Invent is only six months away.
Over 65,000 people attend Amazon’s premier cloud and AI community conference each year with the goal of getting real insight into what the industry is currently obsessed with, what deals get made and what brands stand out among the noise.
Showing up ready is non-negotiable. You need to start planning your PR strategy now.
How to get press coverage at AWS re:Invent: Be ready to prove yourself
Last year’s AWS re:Invent was all about moving AI from experimentation to execution.
Conversations at the show focused on what AI gets right at scale for enterprises and on shifting the mindset toward ROI.
One year later, proof can be expected to take center stage.
Be ready to talk about more than just technology. Create and share stories and assets that illustrate what you and your customers have achieved and how and why you did it.
How to stand out at enterprise tech conferences: Think different
Now is not the time for plain vanilla stories and booths that follow the traditional blueprint.
Define your original point of view with a clear narrative about your company and why everyone needs to pay attention. Prepare your booth, press kit, media briefing materials, executive thought leadership articles, blogs and speeches to emphasize what makes you unique.
Also ask yourself the following questions:
- Do you have your elevator pitch down to one minute?
- Do you have customer proof points that back it up?
- Is your positioning distinct from the other companies in your sector and at the event?
If the answers aren’t crisp, that’s the work to do first.
Start your conference content amplification strategy early: Build a pre-event content engine
Take advantage of the quiet before the storm with contributed thought leadership articles, research reports and data-driven insights published in the weeks leading up to the conference. This helps to establish credibility and gives journalists a reason to seek you out at the show.
What can you bring to the conversation that no one else can? Proprietary data, customer success stories and a bold take on where the industry is headed are the raw materials for content that gets attention.
Put your B2B tech conference communications plan to work: Map out your plan of attack
Before the conference, establish a clear strategy and plan of action.
The news you’re announcing, the journalists you’re meeting with, the sessions you’re participating in or attending and your social media posts all need to be clearly mapped out so you can make the most out of your time at re:Invent.
Make sure you and your team are attending side events and partner dinners, plus engaging in informal conversations on the show floor, as this is where relationships are built and deals begin. Also ensure your executives are prepped and ready to tell your story in every context.
How to extend PR value beyond a conference: Understand this is more than a moment
AWS re:Invent lasts a week, but it’s just the beginning of the opportunity. Create a strategy that covers pre-event, during-event and post-event initiatives to maximize your investment.
The weeks following the show are perfect for sustained momentum with post-event articles. Slowing down the pace or going dark after the final keynote leaves real value on the table.
Build a post-event strategy that goes beyond your re:Invent moment through customer case studies, timely news hooks for media follow-ups and social amplification of coverage.
How early should you start planning PR for a tech conference? Get started yesterday
AWS re:Invent will be one of the most-watched industry events in enterprise tech for 2026.
Yet one of the biggest mistakes companies make involves their AWS re:Invent PR planning timeline. They wait until the last minute to build a public relations and communications strategy. In the process, they often miss out on the best earned media and analyst relations opportunities, may find that contributed content options at top publications are already claimed and end up scrambling to put together their story instead of executing on it.
If you haven’t already started planning for AWS re:Invent, start now. While you’re working on that, revisit your entire conference content calendar for the next several months and collaborate with PR experts to build your enterprise tech conference media strategy.
