For maximum exposure, align your print campaign with the Show's media plan. The Gourmet Housewares Show's media schedule can be found at www.thegourmetshow.com/promo/mediaplan.htm. Will you be launching a new product line at the Show? Are you a new company with a unique product? Whatever your story or your angle, if it's newsworthy, get it to the press! Don't underestimate the power of public relations.

In the months leading up to the Show, send press kits to editors of key trade publications. During the Show, submit 20-25 press kits to the Press Center on-site.

For further information to include in your press kit, please click here for "The Guide to Trade Show Public Relations."

Below is the list of the core trade publications that cover our Show. To take advantage of pre-show publicity, please submit your press materials early.

1. Identify key media contacts and editors and work to develop long term relationships with these people. Focusing on befriending key editors that write about products like yours will ensure that they think of you when working on an assignment.

2. Avoid using jargon or too much technical information when writing press releases or when speaking with writers—especially if they write for a general, non-specialized audience.

3. Whenever possible, offer an exclusive. If you have a big potential story or new product launch, it is often wise to approach a key editor with the story first instead of sending out a press release to mass contacts. This could ensure wider coverage in your choice publication.

4. Never say anything to a journalist you do not want in print. Also, stay positive! Negative statements will reflect badly on you and your brand.

5. If you are dealing with a journalist, take down their details and ask their deadline. Editors and writers are often on very tight deadlines and getting them the information they need as quickly and efficiently as possible will ensure that they will come back to you in the future.

6. Research your writers! If you are familiar with the work of an editor or writer you are dealing with, it is always good to mention this to them. It shows that you follow what they do and have an interest in their work.

7. Make sure your "news" is in the first paragraph of your press release.
Editors and writers need to see it right at the start and should not have to hunt for it.
Always include contact information on your release - name, phone and email.

8. Even if you don't have a formal press kit, make sure your information and images are professional looking. A complimentary colored envelope will do if sending press kits by mail or at shows. The body of a nicely designed HTML or PDF email press release should include well placed color images, with pertinent information.

9. Don't oversell. Keep your press releases to the point, with enough information. Always include a "boiler plate" - which summarizes your company in one paragraph and is placed at the end of the release.

10. Follow up. If you promise to send further information or additional images, do it right away. Editors are busy - so make sure to be concerned about their time when following up. Keep it short and sweet.