Conferences present a valuable opportunity for company execs to build relationships with reporters while contributing to conversations within the industry. All benefits aside, coordinating those meetings can seem daunting and is often met with some common questions.

Here’s what you need to know before scheduling on-site conference interviews.

1. Who should I reach out to? Many events have a list of media contacts attending the conference. If your company is sponsoring the event, you should have access to the media list through the conference coordinator. If you’re not a sponsor, you can still ask; you may be able to get a list of publications that are attending. If you strike out with the conference’s media list, do some digging online to see what outlets have covered the conference in previous years as those reporters will often attend again.

2. When should I start reaching out to the media? Between one month and two weeks before the conference is the sweet spot for scheduling interviews. If you reach out more than a month in advance, many reporters won’t have their schedules yet, and if you start within two weeks of the event, reporters can be fully booked.

3. What can I do to make the most of the conference? Prior to the conference, do research about what topics are driving major industry conversations. Understanding what unique perspective your company brings to these conversations is important for effectively connecting with the media. You should also read up about the conference speakers and expected announcements to be prepared to comment.

4. How can I stay on top of so many moving pieces? It’s important to stay organized so that you know who you’re talking to and what aspects of your messaging their outlet will be interested in. Maintaining a document with your interview schedule, reporter names, and information about the contact and outlet can help your company spokesperson be prepared to make the most of each interview.

Conferences are major opportunities to shape the public image of your company. Keep these tips in mind and you’ll make the most out of your media coverage.