PRSA Speech



				PRESS KITS AND TRADE SHOWS^© by Richard Herzfeld, TechComm Associates "Why is the press kit in the press room?" Introduction First freelance/contributed articles S/3 World _ 100s since Since NCC in Houston about 1976-77... Computer, manufacturing, office products Why? From the beginning... lack of common sense Audience: Agency, Commercial, Non-profit, government? Why be concerened about press kit image? Al & Laura Ries "The Fall of Advertising and the Rise of PR." non-sell; perceived credibility" take a look at some of the simple, illogical, and unintentional mistakes ... they expect reporters and editors to pick up at a trade show. By the way, thinking that editors simply pick up press its at a trade show is the first error _ <Why is that? Can anyone tell me?> They use them at the show! So Press Kit contents should be planned with that in mind. Why doyou prepare Press Kits? to provide information to customers, prospects, and visitors? Is a sales leave-behind? For a media event with a captive audience? Or to be placed in the Press Room at a trade show? Audience interaction _ List the ways to use press kits discuss each use determine primary purpose identify important component(s) Many PR folk and others who prepare kits don't spend time in press room Consider journalist priorities Typical activities Many in the media come to a trade show with preassigned tasks: contact specific industry players, attend and report on selected conferences, or take in one or more pre-announced news conferences.
	Magazines Press Kits

	Hands off!

	Chris, put ... audience uses

	Koepfer

	Shows & Kits

	The "press room"



				The overriding goal: to uncover news. Press Room aids them in search for the new and exciting Exhibitors are invited to bring press kits. Journalists find kits on rows/tables, or tables lining the walls May be looking for anything of interest to their readers or may have a particular assignment to cover a specific issue Individuals will select only kits fitting their needs The simplest kit is the best. A simple stack of releases is easy to scan to determine applicability. More likely that companies provide piles of press kits _ fancy literature carriers or simple folders crammed full What's in press kits is less important than where it is positioned Can the editor open a kit and immediately see the most important news? Separating chaff from the wheat Picture yourself as the reporter, trying to determine who to visit on the show floor, and which releases to take home for later follow up. Walk through press room Typical scene might involve journalists with a pile of press kits They've scanned releases for news, visited the companies, and now selecting what to take home Between them is a waste basket, nearly filled with the beautiful four-color literature carriers, reprinted ads and articles, and product catalogs. They're keeping current news releases Background material on firms new to them Perhaps a brochure for a product in which they have long-term interest The refuse includes "news" releases recognized as containing old news Literature Carriers If you use a folder, recall the image of editors in the press room Certainly, use what is available If your company has a presentation folder, use it If you have a choice, use the least costly Four color graphics won't increase news-worthiness What is more important is identifying your company on the folder a simple label on a stock white folder can do that.
	Press room press kit

	Belforte quote

	Routines

	Separating the Chaff...

	Graphic design hard to access

	Waste bin, wasted lit

	Possible interest, reprints

	Sins..omission

	Sins..omission2

	What's newsworthy?



				At IMTS, I watched an editor struggling to open a fancy literature folder He held a bag of news rleases It was a tri-fold with interlocked side another ingenious example of hiding the news He must have been interested in the company, for he persisted Other examples aren't as bad you saw the a transparent, string-tied, blue plastic envelope Too bad the news release wasn't on top, visiblefrom the outside Instead, abrochure was visible To check for news, strings had to be undone Trade show press kits The lesser and greater press kits sins by 2002 IMTS exhibitors The greatest: not taking advantage of a publicity opportunity What legitimate reason for missing an opportunity with 300 editors? Yet, more than 75% did so at IMTS You don't have a new product? Any suggestions? Considerable improvement in the number of sealed envelopes _ I counted only three; Why make it this hard to find out what's new? Perhaps these sealed kits are prepared with those being mailed? Is it too much work to separately prepare those for the press room? Unsealed envelopes containing literature folders possible to peek inside some one envelope opened along the long side; folded edge to the opening Can anyone give me a legitimate reason for using envelopes? Focus here is Press Kits for trade shows However, there are a few common guidelinesfor all uses to help improve media coverage Assuming well written, important issue is to make news quickly identifiable
	No news, but, what we're doing here

	No news, but first timer

	Imagine yourself

	Mission imp. envelopes

	Good & bad: buried; photos

	Too much, multiple releases



				Pique an editor's interest Booth number apparent; simple to look in directory, why waste their time Include good graphical support material (not photo from ad) My preferences for press kit contents and layout From early PR experiences and ex-editor of Computerworld; observations in Press Room common sense 25 years of making my own mistakes Multiple news releases Good timing makes for a better story, and often more publicity Companies introduce multiple products or services at a trade show For multi-disciplinary companies, it may be appropriate Consider a press kit with a dozen new product releases and photos. Some companies do this regularly, and not just for trade shows First concern: do not overwhelm the new products editor only likely to include one or two company items per issue What becomes of the others? Often it's wasted effort. If you must, write a 13th press release summarizing the release and listing the new products Put this release on top Better strategy: mail a release every 2-3 weeks. Mail individual releases before and after the show remember, it's typically 6-12 weeks for a news release to appear Products announced 4-6 weeks prior to a show, are still news at the show And, advance notification may draw editor to your both. You still have new products to announce at the show You can a release indicating those products displayed or demonstrated there for the first time. Common sense dictates that press kit layout and contents are important. Is the news immediately identifiable? Do you always place the news where the viewer's attention is first drawn: the top sheet on the right-hand side? At IMTS, perhaps 30% of the 120 surveyed press kits had their primary news
	Imagine...

	Poor layout profile, letter

	Poor layout heavy, reprints



				release(s) buried beneath company backgrounders, article reprints, reprinted ads, or some other less important press kit stuffer. Ask yourself again, why is the press kit in the press room? Sales literature Sales literature has little place in a trade show press kit Editors and reporters are looking for news Technical data sheets can support a news release A "Literature Release" can introduce a new brochure or data sheet Today, sales literature is printed before products are introduced If dated, spoils the impact of the news Always exceptions a new company or one attending a show for the first time inclusion of sales literature might enhance your message but position the literature behind the real news. The latest common sense lapse, made possible by technology CD press kit Several companies provided only a stack of CDs CDs facilitate accessing digital copy and images But reporters usually want to dig up stories at the show I didn't spot a single person with a laptop computer in the Press Room ... Accompay CDs with a memo list the press releases, title, and abstract But, use common sense "1 TCA_901 SSSN Solid State Switch" Accompanying the CD with complete hardcopies is best CDs are great, especially for editors who would carry home many press kits But when preparing the trade show press kit, think it through _ how will it be used? you can avoid many mistakes. Release basics A newsworthy reason Include a current date, at the top of the first page, where it is easily seen At a trade show, _ even if only news is that you're attending the show Perhaps editors who follow your firm missed you in the show listing.
	Poor Practice ads, lit

	Poor Idea 4 reprints, TIF

	Curtain falls

	Albert quote

	Poor layout 8 releases 3 backgrounders

	Poor kit 12 old releases

	Poor idea Reused press kit

	CDs are in!

	Imagine yourself
	CD releases



				There's always a legitimate news angle Will your president be available? Is it the first time you are displayed the Gizmatic in this country? At this show? Have you conducted a customer survey recently? Is there an unpublished case history? Do you have a new brochure? There are many newsworthy topics. Hard news preferable, but don't miss getting in front of the journalists Date your news release; avoid adding a current dates to old releases Editors may also be suspect of trade show news releases with no dates. Be sure to identify the reason for the press kit on the news release or on the front cover. At a trade show, always include your booth number. Finally, always spell check just before printing visually check phone numbers and addresses within body copy A news release just crossed my desk today with at least a dozen spelling errors, including more than one misspelling of a trademarked product name. Article reprints Article reprints are special type of sales literature deserve special attention Why show editors a good story from a competing magazine? Publishers avoid violating copyright laws Can be reasons to include reprints a technical discussion from a scholarly journal a detailed tech article about your technology or product Regardless, if you include reprints, they belong underneath the news Ad reprints Why would an editor be interested ads? once a product or service is seen in ads, news value is lost When an editor sees a product advertised
	Smith quote

	Layout

	MM Critique

	MM Critique 2

	Koepfer quote

	Basic Issues layout, photos
	Basic Issues layout, photos



				no longer be interested in it as a hot issue the ad belies the promised news within the press kit Company background info Backgrounders can be appropriate For major players, or regular show attendees, they add little value For a company's first appearance in America or at a particular industry show or significant company information changes Then a brief company background page is appropriate Don't give a high priority by covering up newsworthy photos or releases Pictures, graphics Include a photo, illustration, or other graphic with every news release An important issue will draw attention to itself But a photo helps reinforce that importance Graphics improve the chances for less important news to be published editors photos on new product pages or in new literature sections Make it easy for the editor. Include a CD or diskette with an imagewith the release OR, take advantage of the Internet's Don't add a note asking the editor to call for photos list a website address from which images can be downloaded. Include printed copies in the kit _ they can which to download Promotional handouts Everyone likes something free they all are scooped up in the press room They draw attention, but don't guarantee you any publicity Same reasoning as for other uses when selecting the giveaway Something recipients won't want to give to their kids Something useful to keep on their desk put on their refrigerator or for starting conversations Ask yourself whether it is consistent with the brand image and message your company's marketing plan would have it convey. In summary In the trade show press room editors and reporters look for news
	Basic Issues dates, call for photos

	Basic Issues, foreign - good

	Basic Issues, not bad but

	Basic Issues, outline
	Basic Issues, tech data

	Basic Issues, Innovative
	Basic Issues, if all else

	Great-PR suggestions



		This is an opportunity to get news in front of many media representatives Eliminating the common press kit errors will help everyone. Not surprising to see some errors being made by internal marketing staffs Unfortunately, some of the IMTS mistakes were made by agencies However, exhibitors bear the final responsibility for content and layout It's really just common sense build the press kit as you would a news release the most significant points at the top Press kit layout must quickly highlight the most salient points. View the situation like an editor and press kit layout and content will quickly become common sense - and may get you more news coverage. # # # ^© Copyright 2002, TechComm Associates TechComm Associates • 5027 W. North Avenue • Milwaukee, WI 53208 414-445-2670 • Fax: 445-2730 • dick.herzfeld@ieee.org • Editor Resource: www.great-pr.com



	Why be concerned about Press Kit layout? "PR is a wolf in sheep's clothing. While its hidden or implied role is that of creating opinion and perception, its methodology and delivery is very non-sell by nature. It, therefore, carries a more respectable tone of credibility and non-hype than advertising, its more obvious counterpart. "Advertising cannot start a fire. It can only fan a fire after it has been started. To get something going from nothing you need the validity that only third-party endorsements can bring. "Therefore, the first stage of any new campaign ought to be public relations." Copyright 2002 American City Business Journals