Anatomy of a Press Kit

The news release should include your company’s name, address, telephone number and a contact person as well as the booth number for the Show where you exhibit. The headline should get the point of the release across in a direct manner and stand out from the body copy. Your lead paragraph should get right to the point and answer the five most important questions: Who, What, When, Where and Why. Filling press releases with "fluff" or extraneous information makes it difficult to get the real message across. Write your release clearly and concisely and make sure you include a full description of your product, with size, colors and the suggested retail price. Press releases should be typed or printed (with a good quality printer). Make sure to double-space your text. Remember, you should try not to write your press release like advertising copy. Although you are trying to attract attention to your product, editors appreciate getting to the facts as quickly as possible.

If you want to increase the chances of getting press coverage, particularly in the trade press, include photos of your products in your press kit. For the majority of trade magazines, a color print will serve the purpose. The photo should be a 5"x7" or 8"x10" print.

Other acceptable formats are 35mm slides, larger format transparencies and digital images. Catalog sheets may be included as supplemental material, but cannot be reproduced by publications.

Putting the Pieces Together

All these pieces should come together in a pocket folder. Do not clip it all together or put it into a regular file folder. Also, do not use sealed envelopes, which are too hard for browsing editors to open. A pocket folder holds all the information in one neat place, and also gives you a cover on which you can let your creativity show (again, make sure you include the show name, your company name and booth number).

FAQs (Frequently Asked Questions)

What is public relations?
Public relations involves supplying information that is factual, interesting and newsworthy to media. Public relations differs from advertising, in that you do not pay for time or space. You have to earn coverage with interesting, timely material.

Why make use of trade show public relations?
George Little Management, LLC has a ten-person, full-time Public Relations Department. One of its most important jobs is to attract the press to GLM-managed events and to make it as easy as possible for editors to get the information they need to write their stories.

What does this mean to you as an exhibitor? If you take advantage of all that the public relations staff has to offer, it can increase your chances of getting editorial coverage for your company and products.

How can I maximize press coverage for my company and its products?
There are several ways that you can maximize the chances of being covered by the press. Exhibiting is the first step. For many editors, trade shows are the best way to discover new companies and products.

Secondly, keep the public relations staff abreast of your plans, particularly regarding new product introductions, demonstrations or special events. GLM's public relations representatives are in constant contact with the press and sharing this type of information helps attract editors to the Shows.

If you are a Manufacturers’ Representative, it is important that you communicate this information to the companies with which you work. Be sure the companies you represent are aware of publicity deadlines. Their press kits should include your company name and booth number as well as their company information.

The press needs and wants as much specific information as possible about your company and its products, but it needs the information in a timely and convenient package. Editors will not wade through 10 six-month-old catalog sheets in order to find your exciting new product information.

What is the Press Center, and why should my press kits be there?
The Press Center is the place where editors register to get their badges for a Show. It is also an area that is set aside for editors to relax and to find information about the Show and about new products. Therefore, it is the best place to have your press kit. The George Little Management public relations staff works hard to accommodate the press on-site, and to present your press kits in the best possible manner.

We find that editors approach a trade show in a number of different ways. Some come to the Press Center and look over all the press kits, so they have an idea of what is on the Show floor. Others like to walk the Show floor first and then come to the Press Center to pick up kits from companies they spoke with. And some editors walk the Show floor, meet with manufacturers and then take press kits back to the office, to be reminded of what they saw and to discover new resources they may have missed.

As you can see, the Press Center — and your use of press kits — plays a very important part in whether you get any press coverage out of the Show.

Who can I contact if I have questions?
Public Relations Department
Telephone: (914) 421-3342
Fax: (914) 948-6088