It’s under a month to go until the annual UC Expo event in London’s Olympia and with several clients exhibiting and speaking in the seminar programme, our teams are ramping up activities around the show.

Positioned as Europe’s largest unified communications and collaboration event, I’ve seen UC Expo evolve over the years and I’m interested to see how the event shapes up in 2015.

The relatively new ‘Connected Business’ strapline perhaps serves to highlight how the organisers are looking to make the show about much more than its traditional showcase of unified communications providers.

In fact, when you hit the event’s homepage you’re immediately presented with six primary themes – the cloud, mobile, security, video, unified, and social – and these all reflect the increasing complexity that IT managers are facing both within and outside of the workplace. The way in which employees are communicating is evolving, and alongside this the underlying tools, applications and infrastructure required to support this too must evolve.

The challenge for PR teams representing the 90+ exhibitors is how to make sure their clients can own these themes and stand out from the crowd. Our technology PR clients need more than a news announcement on the first day and media meet-ups on-stand.

That’s why at Wildfire we focus on delivering campaigns that integrate with clients’ event strategies, creating compelling content and messages that can underpin marketing activities to engage both the media and target audiences directly.

For example, our content marketing approach for Danwood sits at the heart of the company’s presence at UC Expo this year, with a recently published Workplace of the Future report being the platform for customer communication, a conference speaker slot and collateral on-stand.

UC Expo is exploring multiple themes this year and there will be numerous exhibitors vying for the attention of attendees. Putting in place the right PR and marketing strategy will be critical to stand out from the crowd. I’ll be following the build-up to UC Expo with interest to find out how exhibitors are taking on this challenge.

photo credit: ucexpo datalogic digium asterisk upcoming:event=5528014