12 Years, 11 CES Shows, and Two Key Takeaways
12 Years, 11 CES Shows, and Two Key Takeaways
There’s nothing quite like a flight with spotty Wi-Fi to force a little introspection. As I flew back from an action-packed CES 2025, I found myself reflecting on milestones (both professional and personal) and new lessons learned as I mused over my key takeaways from the show.
12 Years of Caster
January marked my 12-year anniversary with Caster Communications. My spotty Wi-Fi connection graciously provided me with some time to do out some quick math and I arrived at the following: Factoring in workdays, holidays, and vacations well-spent, I’ve had the privilege of working alongside our incredible team for almost 3,000 days. Assuming an eight-hour workday (which, let’s be honest with ourselves does not exist in the world of PR), that equates to roughly 23,500 hours of PR experience – experience that has been shaped by some truly incredible mentors like Alex Crabb and Kimberly Lancaster.
Twelve years in, I can continue to share that PR is not just about getting coverage or securing headlines – it’s about strategy, adaptability, and above all else, relationships.
11 Years of CES
Examining my decade-plus career at Caster while flying back from Vegas forced me to go back and count all the CES shows I’ve attended. CES 2025 was my 11th time tackling the show. One year, I stayed behind to be the ultra-critical “at-home support” person for our agency to learn the ropes. My second missed CES was due to a global pandemic, so overall I’d say my attendance record is solid. While CES is always hectic (thousands of steps, long hours, missed meals, late nights), it remains one of the most rewarding weeks of the year.
CES is a proving ground—not just for technology, but for PR professionals. It’s where media strategies are tested in real time, where relationships are strengthened, and where the best PR teams distinguish themselves not just by the coverage they secure, but by the respect they earn from the press.
Key Takeaways
If I had to distill my biggest takeaway from this most recent CES and all the ones that have come before, it would be this: relationships matter above all else.
Throughout the week, our team at Caster received incredible feedback from members of the press and media. Yes, hearing “you’re my favorite PR guy” was admittedly one of my personal favorite quotes of the show, but the praise received wasn’t just about any one of us – it was about how our team operates. The Caster Crew doesn’t just push news; we build connections. We work with the media, not against them. And when the dust settles on CES, it’s not just the big headlines that stick – it’s the relationships.
Don’t be afraid to try new things. While much of what we do as an agency to prepare for CES is tried and true, that certainly doesn’t mean there is no room to try new ideas. An example of something fresh our team pulled together for CES 2025 was the Z-Wave Alliance Influencer Breakfast, and it was an overwhelming success. The Caster team coordinated with a dynamic group of content creators and social media influencers – across YouTube, TikTok, and Instagram – to host a breakfast event within the Z-Wave Alliance ballroom (another CES first) on the first full day of the show an hour before exhibition floor doors opened.
This event provided Z-Wave Alliance leadership and exhibiting members the opportunity to meet with a large group of media all at once and provided our influencer group with a reason to be onsite prior to show open and with a hearty breakfast to help fuel their full day covering the innovations coming out of CES. The Z-Wave Alliance had never attempted to pull off an event like this, and feedback from both sides (exhibiting members and attending influencers) was that they hope the Alliance does something similar for future shows.
Looking Ahead
Part of what makes reflecting so powerful is the ability to then look and plan ahead. As we dive into 2025, one thing remains clear: success in PR isn’t just about the work we do. It’s about how we do it. The relationships we build, the trust we earn, and the willingness to evolve are what set great PR teams apart. CES 2025 reinforced that the fundamentals matter, but so does innovation. From securing top-tier media coverage to launching new initiatives, this year’s show was a testament to the power of both experience and fresh ideas.
As I look ahead, I’m grateful for the opportunities, the lessons, and most importantly, the people – both within Caster and throughout the industry – who make this work so rewarding. Here’s to the next milestone, the next CES, and the next wave of opportunities
