Press Kit 101

Press Release

It is best to have the company logo boldly at the top of the release.

The headline should get to the point of the release and stand out from the body of the copy.

Get to the point in the first three sentences – answering the five most important questions: Who, What, When, Where and Why.

Be sure to have your subsequent paragraphs give clear supporting information and description of the product, with size, colors, and suggested retail price.

Some companies like to include an image (low resolution) of the product in the body of the release. This usually follows the describing paragraph on the product. If several products are shown, it would be good to identify them under the image in smaller type.

End with a “boiler plate” – this is a description of your firm, again, in a clear and concise paragraph. If possible, this should include the company’s environmental stance (should it have one).

Releases should be printed on a good quality printer. Double-space  your text.

In the lower left or right hand corner, place the contact name, telephone, and email of the person responsible to respond to the press. It is a good idea, as well, to include the web address of the company.

Some don’ts:

No “fluff” statements
Keep the release as clear and concise as possible.
Do not write it as advertising copy.

Images

Images are vital to the press. In today’s marketplace, these images should be placed on a CD Rom and included in your kit.

As explained above, low resolution images can be uploaded into the body of the release for product related releases. This is most helpful.

Higher resolution images can be placed on the CD Rom and should be at least 300 dpi. Good photography will help in securing coverage. It should be professional and clear.

Other items that can be included:

Company Profile or History

This can include how the company started, the mission and philosophy, and a quote or two from management on its future. Keep this to one page.

If the product is textural, it might be a good idea to include a swatch of the material. Editors are interested in this.

All the pieces should be placed in either a folder or a brightly colored envelope. These should reflect the logo color or “feeling” of the company. The pocket folders have a space for the card of the person responsible for responding to the press. Otherwise, if materials go into an envelope, please make sure that the materials are paper clipped together. If using an envelope, a nice label should appear on the front with company name and booth number on it. The same would apply to a label affixed to a pocket folder kit.

FAQ

What is public relations?

It is clear, factual, interesting, and newsworthy information about a product, event, or initiative that is given to media. It differs from advertising in that you do not pay for the space given in media. It is earned coverage from providing interesting and timely material.

How many press kits should I prepare?

Depending upon the type of show and the city in which the event is held. For example, if in New York, where the majority of editors are based, a greater number of press kits would be needed. It is safe to have a minimum of 25 and a maximum of 100. Most trade shows provide bins in the press center for these. It is suggested to also keep at least 5 in the booth.

The press center is where the editors register for their show badges. The room is supplied with drinks and food for the editors to come relax and gather information on the show and its exhibitors.

How can I maximize press coverage at a trade show for my company and its products?

Exhibiting is the first step! Many editors visit trade shows to see a multitude of products, see new companies and to view trends.

The public relations representatives of GLM, strive to work with the exhibitors to get as much news out as possible about the individual exhibitors. You will be contacted by this team requesting information and the deadlines to meet. It is important to respond with information and images. This team then notifies the appropriate press of new exhibitors, new products, news, etc. The public relations representatives are in constant contact with the press and are relied upon for information on the participating exhibitors.

Who can I contact if I have questions?

GLM has worked with BDE, a public relations and marketing firm from New York for the last year. They are happy to answer any questions you may have. Please contact them at: 212-353-1383 or by email to either: Brianna@bdeonline.biz or Jennifer@bdeonline.biz.