100 Days to CES: Is Your PR Strategy Ready?
Sarah Hales
The countdown is on: We’re one hundred days out from CES 2027. This may sound like plenty of time to prepare for the show, with multiple seasons and holidays between now and Day One. But anyone who has been in this industry knows that Q4 is gone in a flash.
For exhibitors, this is a crucial moment when CES planning needs to move from “we’re going to the show” to “we have a refined strategy and clear plan.” If you’re wondering how to get there, here’s a simplified guide.
Related: The Ultimate Caster Communications Guide to CES Planning: Why Your Pre-Show Strategy Must Start Now
At 100 days before CES, exhibitors should have a clear product story, defined media targets, and a plan for earning coverage before, during, and after the show. The next three months should focus on refining messaging, preparing press materials, scheduling media and creator briefings, and getting spokespeople ready. A strong CES PR strategy also includes a plan to turn January's attention into ongoing visibility.
100 Days Out: Refine Your CES PR Story
What is the story you want the media to take away from your booth at CES? A new product is a good starting point, but the news must also be unique, relevant, and timely for the media to care. Develop your narrative to be so intriguing that the press add your booth to their must-visit list so they can learn more.
Don’t forget to explore every angle and prepare explanations for each. You might have to put on your journalist hat here and ask yourself, “What would a journalist think about this story and what follow up questions might they ask?”
Once you have your messaging down, it’s crucial to update your brand’s digital presence to reflect it. This will not only give search engines time to index your content, but also allow show press and attendees to discover your brand as they’re planning their show schedule.
→ Is everyone on your team registered for the next CES? Register here.
75 Days Out: Build Your CES Media Outreach Strategy
Who do you want to hear your story? CES 2026 had almost 150,000 attendees, but only a small fraction of them will be the right fit for your brand. It’s important that you get specific about your target audience and create a curated media list, not necessarily a big one.
By this point, some major CES award and speaking submission windows may have already closed. Review which opportunities are still available, and focus on media briefings, creator engagement, partner events, and other visibility opportunities you can realistically pursue before January.
60 Days Out: Finalize Your CES Press Kit and Media Assets
Alongside planning your Thanksgiving menu, you need to finalize materials for outreach: press releases, product specs, images, executive headshots and bios, messaging documents, press kits and PR Handbooks, ensuring that they all encapsulate your brand story and guidelines. Just like the turkey and stuffing, everything needs an owner and a gameplan.
30 Days Out: Confirm CES Media Briefings and Show Logistics
It’s go-time. By now, your primary media outreach should be underway. Follow up with priority journalists, confirm briefing appointments, share final demo details, and make it easy for media to find your booth or book time with your spokespeople. Make sure your spokespeople are prepared with proper media training on your current messaging and are maintaining an outlined show schedule. While your Christmas list is ready to be shopped for, your story needs to be ready to be told.
Is Your CES 2027 PR Strategy Ready?
Caster specializes in helping brands turn CES launches into long term success with effective storytelling and media outreach to the right audience. If CES is part of your 2027 plans, now is the time to finetune your messaging, nail down your strategy, and prepare your team to lock in for the rest of the year. Let Caster help.
