In today’s fast-paced communications landscape, public relations specialists are constantly seeking effective, meaningful ways to connect with clients, immerse themselves in their sectors and secure valuable face time with key media. One such method that continues to grow in popularity: industry events and exhibitions. 

In 2024 there were approximately 1,145 exhibitions and conferences were held at major venues across the UK, according to the Events Industry Alliance, a 4% increase year-on-year. In another report, the strategic body also revealed that across 2024 exhibition attendance rose to 7.2 million visitors, up 3% from the previous year.  

On a mission to deepen her understanding of the housing market and strengthen client relationships, Emma Lloyd, Senior PR & Digital Executive at Eden Public Relations, recently attended Housing 2025, a leading industry event, for a deep dive into the challenges currently facing the sector. 

Bringing together over 9,000 housing professionals under one roof, the exhibition provided a wealth of information and expert insights, networking opportunities and a platform to discuss the topics shaping the market. 

From eye-catching innovations to insightful conversations that sparked fresh ideas – it was a great reminder of why getting out on the road and meeting people face-to-face really matters.  

Emma comments: “In an era dominated by Teams, Zoom, and emails there is something genuinely refreshing about heading to an in-person event and meeting people face to face.” 

Long-time client and leading roof systems manufacturer, Russell Roof Tiles, were exhibiting at the event, showcasing its newly launched, revolutionary Bute3 triple roof tile. The firm’s stand gave visitors, and Emma, the opportunity to see the product up close and chat directly with the team.   

“It got me thinking – how often do we actually get the chance to see products or services in action? It’s one thing to write about client innovations from behind a screen but actually seeing the product in person and hearing the team explain the development journey to visitors brought a whole new level of understanding. 

“But beyond this, spending time with the Russell Roof Tiles team on the stand was a great reminder that client relationships are better strengthened through real, in-person conversations. Events and shows offer a unique chance to step into our clients’ world and see their work in action. 

“It also presented a great opportunity to capture engaging content, for both our channels and theirs, showing audiences what we’re experiencing and how we’re actively involved in the sectors we work in.”  

Events aren’t just for catching up with clients. They’re also a gold mine for firsthand insights that can directly inform storytelling and strategy. Beng present on the ground at Housing 2025 enabled Emma to learn about market shifts and see where client work can fit directly into the broader industry narrative.  

Emma continues: “In a role that can be very screen-base, it can be rare to get the opportunity to sit in on expert panels and industry discussions, hearing from sector leaders in real time.  

“Across its three days, Housing 2025 offered ample thought leadership talks and round tables. While I was there, I sat in on discussions around planning hurdles on the path to delivering 1.5 million new homes and how to think outside the box to deliver social value differently.  

“The insights you gain from events like this are genuinely invaluable, and hearing directly from those shaping the sector gives you a much deeper understanding than you could ever get from a press release or policy document. It adds real context to the conversations we’re having with clients every day. 

It’s not just clients that these events help you connect with, key sector media are often present and just as embedded in these shows. Any introductions or quick chats can spark new ideas and open doors that emails might never.  

Simply put, attending shows should be on every PR specialist’s agenda. 

Emma confirms: “The bottom line is an exhibition isn’t just about stands and branded freebies (although I did help myself to a few notepads and pens!), they’re about seizing the opportunity to gain real in-person insight from the experts and businesses at the forefront of the sector. 

“Next time a show or industry conference pops up on your radar, don’t just think about it. Go, absorb, connect and learn.”