I’m of the opinion that two ways to approach a major conference or tradeshow exists.

All. Or nothing.

During shows such as Web 2.0 Expo or CES or SXSW, so many people are clamoring for attention you either need to completely stand out from the crowd or risk getting passed over. So, if you’re planning on making an announcement at a show, make it worth your while. And, the reporters, analysts and bloggers you’re looking to have cover you.

Otherwise, spend your efforts building relationships and connections. Then, you can reach out to those relationships after the show and make an announcement then.