December 15, 2025

Get “Media Ready” For SHOT Show

With the 2026 SHOT Show® around the corner, every segment of the shooting, hunting and outdoor industry is preparing to make their mark and kickstart new-year business.

Whether you’re a buyer, exhibitor or, yes, member of the media, getting “media ready” for SHOT Show is a critical component to a successful week. The SHOT Show hosts the greatest assembly of media members in the industry — more than 2,000 media professionals from around the world cover the show each year — providing articles, social media posts and generating millions of online impressions.

Here are some tips to ensure you’re “media ready” for the 2026 SHOT Show, regardless of your role during your week in The Venetian Expo and Caesars Forum.

Buyers: Use Media Reporting as a Resource

As a buyer attending the SHOT Show, you are already ahead of the competition by having the opportunity to get hands-on with a company’s entire line of products. Why not use media coverage as an additional resource to amplify your time in The Venetian Expo and Caesars Forum?

During SHOT Week®, take some time to peruse social media platforms (using the search or explore tab in apps, type in “#SHOTShow” and find all the content mentioning the show) and earmark an exciting booth to visit the next day. SHOT Show TV will be providing daily highlights, and major industry media groups and publishers will have on-the-ground coverage of the show, too. If you can stay abreast of trending new products through these channels, you can quickly evaluate the need for a booth visit or not. Even skimming for a few minutes on your smartphone will prove helpful.

There’s another way to view media preparedness, by getting your customer base involved during SHOT Week. Established dealers already know: Being connected and engaged with your customer base is critical to success. Take this to the next level while at SHOT Show by sharing your attendance with customers via social media or e-newsletters and ask for their input on any must-see products. If you can bring in products customers express interest in before leaving the show, you’re already generating return on your investment.

Another way to engage customers is taking a few minutes to catalog your experiences at the SHOT Show. Pictures and video featuring new products, company executives, networking events and other Las Vegas sights will provide a personal touch on social media, your website or e-newsletter — authenticity wins the day.

Exhibitors: Stand Out from the Crowd

As a SHOT Show exhibitor, you and your team likely have multi-faceted goals: expand brand awareness, generate “buzz” with new products, build relationships with buyers and receive coverage of your company’s products. There are a variety of ways to do this — simply being at the SHOT Show will provide a platform to generate some early-year momentum.

However, standing out from a sea of exhibitors presents a formidable challenge. Being easy to work with certainly helps — before, during and after the show.

Before the show, make an effort to connect with media members, send out press releases (The Outdoor Wire and trade publications represent established options) and invite them to stop by your booth. If your company contracts with a PR or marketing firm, lean on their team as a resource — they have long-standing connections with various media members and can be an important link in generating coverage.

Additionally, use the SHOT Show Exhibitor Resource Center and put it to work for you. Upload your digital press kit with both high- and low-res images (lifestyle and product-centric images are each useful), press releases featuring your new products and accurate spec sheets. These are like gold to a member of the media. If you’re putting forth the effort of being at the show, small things like this will really make a difference — anything you can do to make it easier for someone to talk about your products is a worthy endeavor.

During the show, have product managers prepped and ready to field questions and perform on-the-spot interviews. At a high-traffic booth, enlist more than one employee to represent your company for coverage. Four days of eight-plus hours on one’s feet and promoting products is like running a marathon, so make sure staff members are taking care of themselves so they can be “bright and sparky” for the cameras.

Since you already have a digital press kit added to your SHOT Show planner (right?), make sure you have business cards with a website URL or QR code linking to a press kit in your booth.

If you’re planning on in-booth events (presentations, naming a retailer or business partner of the year, charitable donations, giveaways, happy hours, etc.) make sure you promote them to media members, as well. Any time you can promote the “human” side of our industry, it makes for a compelling story.

Lastly, during (and after) the show, leverage any mentions on social media or other platforms by sharing it with your audience. Don’t be afraid to celebrate these wins. Stay in contact with media you engage with during SHOT, too. Connections that begin at the SHOT Show often bloom into long-term partnerships, it just takes time and intentionality.

Media Members: Strategic Planning and Execution is Key

As a representative of the media at the SHOT Show, the shooting, hunting and outdoor industry is your oyster — with more than 2,700 exhibitors eager to get in front of your audience. There are a variety of different strategies when it comes to having a productive show, but it often requires advanced planning.

Make sure you identify key contacts ahead of the show — having an appointment with a marketing or product line rep will help get your calendar organized. As much as it depends on you, be timely and respectful of others’ time during the show. It’s not uncommon for meetings or interviews to run behind schedule, communicate as much as you can if running late. A brief email or text to an exhibitor or press contact when you’re on the way is helpful. If meetings are booked without much buffer time in between, try to keep them in the same floor or hall of the SHOT Show. With the expansion of Caesars Forum, walkways are more spacious, but it takes time getting from one hall to another. Plan accordingly.

Located on Level 4 of The Venetian Expo (Lando Ballroom), the press room represents a key place for journalists to refresh, reboot and mingle with other like-minded media professionals during SHOT Week. There are limited computers and private meeting spaces, which can be reserved, available in the press room, as well. (If you’re not an NSSF member, take advantage of media pricing to become one — it’s only $25 annually. Being an NSSF member provides access to the NSSF Members lounge during SHOT Show, which is another convenient place to recharge and network.)

Another useful tool available to media members is the Media Planner, which provides access to digital press kits. Through this online portal, exhibitors’ press materials will be available 365 days a year — providing exhibitor product descriptions, press releases, images, videos, logos and additional assists to assist in year-round coverage. Once logged in, you can search by exhibitor, category or keyword and add exhibitors or products to your Media Planner to bookmark for future use. To take full advantage of this resource, stop by the press room for any assistance or questions — NSSF staff will be on hand to offer technical help.

As a member of the media, your ability to spread the word on a new product or rising company makes a profound difference and will influence consumer buying habits throughout the year. It’s always a good idea to leave time built in to simply peruse the miles of aisles, and you may find unprompted booth visits lead to an unexpected impactful story for your audience.

SHOT Show 2026: Around the Corner

The 2026 SHOT Show is just around the corner. Whether you’re a buyer, exhibitor or media member attending the show, your attendance supports and reenergizes this industry. Remember, there are a lot of resources available to you — regardless of your role during SHOT Week. Leverage them to multiply your business or brand’s presence in Las Vegas. We’ll see you soon.

Stay In Touch

• For real-time highlights and breaking news from the show, the SHOT Show’s Facebook, Instagram, LinkedIn, YouTube and X feeds are your instant-access points. Don’t forget to use #SHOTShow to join the conversation.
• Bookmark the official show dates: January 20–23, 2026 at The Venetian Expo + Caesars Forum, Las Vegas.
• Visit the SHOT Show Blog for ongoing updates, travel and hotel tips, exhibitor insights and more.

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