I spent seven years at AVIXA as the Marketing Manager for InfoComm. I managed campaigns, worked directly with exhibitors and media, and watched hundreds of brands show up to one of the most important events in professional AV – some with a plan, most without one.  

What I noticed consistently: the brands that earned coverage were not always the ones with the best products. They were the ones who understood how the media ecosystem around the show actually worked. They knew how to tell their story, when to start outreach, which editors mattered, and how to make it easy for media to see why their announcement was relevant.  

That experience is a big part of why I joined Caster. It also shapes how we think about PR and marketing for pro AV brands every day. 

The pro AV media ecosystem is small, specialized, and relationship-driven. Outlets like AVNation, Commercial Integrator, AV Technology, rAVe, Sound & Video Contractor, and AV Magazine reach the people who actually specify, recommend, install and influence technology decisions. But not every editor covers every category in the same way. Some want briefings, some prioritize executive perspective, and some are looking for product news. Others care more about applications, trends, or integrator impact.  

When you already know which journalists cover which verticals, which publications matter for a specific product category, and how to shape a story for each outlet, you do not waste months figuring that out on a client’s budget. 

What a Pro AV PR Strategy Actually Looks Like 

A strong pro AV PR strategy starts with positioning. Manufacturers in this industry often have impressive engineering stories, but those stories do not always translate naturally into narratives that resonate with trade media, integrators, consultants, or business-facing end users. Part of the work is helping brands identify what they’re really selling.  

From there, a real pro AV PR program includes earned media placements in trade and vertical publications, executive thought leadership through contributed articles and podcasts, award submissions that build third-party credibility, analyst and influencer engagement, and content that improves visibility in AI-driven search. That last piece matters more than most brands realize right now. 

When a systems integrator types a question into an AI search tool asking which manufacturers are leading in a certain product category, the answer is shaped by what’s been written about your brand: editorial coverage, contributed content, structured website copy, and bylined articles. Syndicated press releases alone don’t carry the same weight. That’s a significant shift, and it changes where PR investment needs to go. 

InfoComm is the Clearest Test of Whether Your PR Program is Working 

Having run marketing for InfoComm for years, I can tell you: the show doesn’t create visibility on its own. The brands that dominate coverage at InfoComm are the ones who have been working their media relationships for months before the show floor opens.  

Editorial calendars lock in early, awards programs have hard deadlines, and media briefings at the show get booked out weeks in advance. If you’re starting your InfoComm PR plan in May, you’re already behind.  

The brands that consistently earn Best of Show recognition, land podcast interviews, and show up in post-show roundups have a coordinated strategy that runs before, during and after the show. They brief media ahead of announcements, their executives show up prepared, and they have a content plan in place so the momentum doesn’t evaporate the week after the show ends.  

We’ve supported clients including Crestron, 22Miles, Vanco, and others through InfoComm cycles, from pre-show media outreach through post-show coverage amplification. The difference between showing up and standing out is almost always preparation. 

What Should You Look for in a Pro AV PR Agency? 

If you’re a pro AV manufacturer evaluating PR agencies, here’s what actually matters:  

• Existing media relationships in AV trade press. 

• Experience translating technical product stories into readable, placeable content. This is harder than it sounds and most agencies that don’t specialize in the space get it wrong.  

• A track record at industry events. InfoComm, CEDIA Expo, and ISE are when your media relationships either pay off or don’t. Ask any agency you’re considering: who do you know, and what have you placed? 

• A point of view on where the industry is going. Pro AV is changing quickly. The right agency isn’t just executing tactics; they’re helping you figure out where your story fits in a market that’s moving.  

  
  

The Bottom Line 

Pro AV is a relationship business between manufacturers, integrators, consultants, and end users. PR in this space works the same way. The agencies that get results here are the ones who have been showing up at the same shows, talking to the same journalists, and building credibility in the industry long before a client retainer begins.  

That’s not something you can replicate from the outside. It’s earned over time and it makes a measurable difference in what your PR program can actually deliver. 

If you’re a pro AV brand evaluating your PR and marketing strategy, whether it’s around InfoComm or a broader program, we’d be glad to talk.