| “Even if you're on the right track, you'll get run over if you just sit there.” |
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| When Your Press
Release Is Not Working |
Your press release must be newsworthy. As a reader, is it the sort of thing that you would want to see if you were a paying subscriber? A quick question 
you can use after reading through your press release is - SO WHAT? If there is no good answer to that question - you better rethink your press release.
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Do not become a press release blaster by mass emailing or faxing. Take the time to research your target publications. You should only send press releases to publications that you think might be interested in your product. Call the publication and ask who should receive your information. Don't send the release to the publisher or executive editor. Rather send a personalized letter to an editor or reporter who will really look at your information and understand its relevancy.
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Perseverance and reliability pay off in this area. Send out regular newsworthy releases to targeted media, and you will be rewarded.
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| Quick Tip ...the latest innovation for meeting the press is to become a sponsor of an after-hours, media-only event.
If you are in the technology industry check out ShowStoppers, www.showstoppers.com. They hold exclusive, after-hours, special events which have become the fastest, easiest and most economical way to demo new products to top technology, business, financial and trade reporters, editors, columnists and industry analysts. They create an upscale environment that encourages conversation, builds relationships, and helps generate coverage. And they serve gourmet foods and drink.
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Tradeshows are not meant as a reason to visit friends, collect hundreds of business cards,
 showoff your exhibit display ... oh, and even put on view your latest product or service. A carefully planned public relations plan of attack can yield thousands of dollars in free advertising as print space or even airtime. And, PLEASE DO NOT STOP reading because you are "only" in a 10-foot booth space! |
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Many years ago our client ZapCap, the World's Greatest Bottle Opener rented a 10' pop-up display with a large header and two smaller full color graphics and took the International Housewares show in Chicago by storm. In fact on the second day of the show he was demonstrating his product on Good Morning America. Now, do you think that was just happenstance? Or did this gentleman go the extra mile and let the media know he was there?
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Without question, you must prepare a press release to announce your exhibit. In this press release
 you must give editors and producers explicit reasons why they should take the time to stop at your booth over the other hundreds of exhibitors. This is the time to tell them why you are different and unique.
An additional press release idea is to announce that an expert from the company will be available for media interviews. This is an expert - not a sales person - that can explain the whys and wherefores of your newest product or service. Arrange appointments for your expert, have a media press kit with the expert's bio, company info, and product/service information. Make use of online information or CDROM-based press kits. Most reporters do not want to drag 200 paper press kits back to the office. Make sure the press have access to your information online so they can complete their glowing review of your product after they've left the show floor. Help the interviewer
 meet their deadlines with some pre-written text and industry quotes. That's how to get into the media. Contact show management and speak to a member of the media staff or a PR contact. Ask them for specific names and find out which print media, broadcast media and any online sites they represent. PR must be planned ahead of time. Waiting until the show begins is too late to grab the media's attention. The most important thing to remember when coordinating your tradeshow PR activities is this: Meet the press.
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Writing An Effective Press Release
Given the fact that most attending show media have to make a quick decision on whether or not to write about your company, the style and clarity of your press release can set you on the road to free publicity!
Headline - Reporters are reviewing copy to see what will capture the interest of their readers. Your headline should provide a convincing summary of the content of your release while enticing the readers to read the full text for important details. |
| First Paragraph - Make your point quickly and don't bury the story. From the top you must focus on explaining the product you are emphasizing at the show and how it will impact your industry. Be specific, do not use words like "great" or "one-of-a-kind. Inform the reader exactly what is unique about your product or service instead of just stating that the product is unique.
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| Points Of Contact - Make certain that your press release explains who will be available at your booth for additional information, demos or sales questions. Provide links to specific product information on your web site especially for industry media not attending the show. Contact current clients and ask to use them as references. If they permit, include their names, phone numbers and email addresses in your press release.
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| Additional Information - A press release should always include a brief background on your company as well as where your business is located. Write a short paragraph that describes your business and use it at the end of every press release, keeping sentences short and simple. Don't Forget
While it may seem obvious, always include the name of the show and company booth number in the first paragraph. Always include a way for reporters to contact you DURING the show. And, always run the spell-checker before sending out a press release.
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