September means auto trade showtime in Detroit with the Automotive News World Congress, Management Briefing Seminars and MOVE America.
It’s a time of insanity for both reporters and PR people but also an opportunity for a goldmine of stories and coverage. Host Ed Garsten runs down the shows–everything from signing up for credentials, wondering where to park, landing coverage for PR people, managing the volume of material for reporters and waxing nostalgic about a big yellow tent, wrinkled backdrop and fruit smoothies from the past.
TTAC Creator Ed Garsten hosts ” Tales from the Beat,” a podcast about the automotive and media worlds. A veteran reporter and public relations operative, Garsten worked for CNN, The Associated Press, The Detroit News, Chrysler’s PR department and Franco Public Relations. He is currently a senior contributor for Forbes.
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A transcript, cleaned up by AI and edited by a staffer is below.
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Transcript:
Hi everyone, I’m Ed Garsten, and welcome to episode 123 of Tales from the Beat, where we look at news and PR from both sides of the scrimmage line.
September is almost here, and if you’re an auto or mobility reporter, the next four weeks will likely be spent in two places: a trade show venue and wherever you go to file the many stories those shows generate. Maybe a third place, too—the nearest watering hole that serves anything but water.
For PR people representing companies or speakers at these events, it’s often a stressful month. By the end of it, you may feel like you’ve pulled every last hair out trying to convince reporters to stop by a booth, grab a coffee with a CEO, or check out the latest demo.
Looking at my editorial calendar, I see at least three significant multi-day events related to autos and mobility. First, the Automotive News World Congress. Second, the Management Briefing Seminars. And finally, a new one making its first stop in Detroit called Move America. All three feature notable speakers, presentations, and plenty of networking opportunities.
I plan to attend each for at least one day. I enjoy meeting people, learning new things, and hopefully writing about something besides import tariffs—though I’m sure those will come up.
Let’s start with the registration process for these events. At the Automotive News World Congress, organized by what’s often called the industry’s bible, there’s a strong lineup of speakers, including GM chair and CEO Mary Barra. When I tried to register, I hit a snag: a payment page. Journalists don’t pay for events, but it turned out media needed a special code provided in the invitation. I hadn’t received one, but after emailing the organizers, I quickly got the code and a kind response.
Next is the Management Briefing Seminars, organized by the Center for Automotive Research. For decades, it was held at the Grand Traverse Resort in Traverse City, Michigan. This year, for the first time, it moves to Detroit at the restored Michigan Central Train Station, now a hub of mobility innovation thanks to Ford. It’s a great idea, though I’m curious about parking. I’ll miss the traditional big yellow tent at Traverse City, where you could grab a smoothie and chat with colleagues, but Detroit feels like the right move.
The last time I attended MBS, I was with Fiat Chrysler Automobiles. Our CEO at the time, Sergio Marchionne, was a keynote speaker. The night before, our backdrop arrived with terrible creases. My travel steamer wasn’t enough, but a teammate borrowed an iron from housekeeping and saved the day. Neither Sergio nor the media ever knew the trouble behind the scenes—until now.
The event I’m most looking forward to is Move America. It’s new, and it covers a wide range of technologies aimed at advancing mobility. For me, one of the best parts of journalism is the free education—the chance to learn from smart, innovative people and share what I learn with others.
Trade shows are challenging for both reporters and PR teams. Reporters must decide what’s worth covering based on their audiences, while PR people work hard to get their clients noticed. My advice to PR pros: don’t always push for standalone stories. See if your client can fit into a broader theme. It may not be all the attention you want, but some coverage is better than none.
These shows are a lot of work, but if you know where to look, they’re valuable. I still carry a recorder and notepads, and I plan to fill plenty of pages this month. Writing about what I learn has never felt like work. And come October, there’s more ahead with the Battery Show and Reuters Automotive USA.
That’s this edition of Tales from the Beat. I’m Ed Garsten—thanks for listening and watching. Please share, please subscribe, and I’ll be back soon with more tales. Take care.
