PRESS KITS AND TRADE SHOWS^©

by

Richard Herzfeld, TechComm Associates

At the September International Manufacturing Technology Show in Chicago, with over 1200 exhibitors lining almost 11 miles of aisles, there were between 200-300 exhibitor press kits in the press room, and nearly 300 editors and reporters reviewing the material to find newsworthy items to pass along to their readers.

For what purpose do you prepare Press Kits? Is it to provide information to customers and prospects that visit your company? Perhaps it is a sales leave-behind? Is it for a media event where you'll have a captive audience of reporters and editors? Or will the press kits be placed in the Press Room at an industry trade show?

While attending the biennial International Manufacturing Technology Show (IMTS) in Chicago, I couldn't help but notice how many of the press kits almost screamed "Hands Off" or "My news is secret!" Let's take a look at some of the simple, illogical, and unintentional mistakes people make when preparing press kits that 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 - they use them at the show, so Press Kit contents should be planned with that in mind.

First, since many PR practitioners and others who prepare press kits don't have an opportunity to spend much time in the Press Room, let's consider some of the priorities editors have at trade shows, as well as their typical Press Room 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.

The overriding goal for editors and reporters is to uncover news. To aid them in that search for the new and exciting, trade shows typically provide a Press Room, to which exhibitors are invited to bring press kits.

There the reporters and editors will find your press kit on either rows of tables, or tables lining the walls. They may be looking for anything of interest to their readers, or may have a particular assignment to cover a specific issue. In either case, individuals will select only those press kits fitting their needs. The simplest kit is the best. When companies simply provide a stack of news releases, it's easy to quickly scan the headline and determine if it's applicable.

It's more likely that companies provide piles of press kits _ fancy literature carriers or simple folders crammed with a variety of useful and useless items. Though I may believe some of it to be useless, what these kits contain is less important than where the contents are positioned. Can the editor open your press kit and immediately see the headline on its most important news release?

Separating chaff from the wheat

Walk through the press room and a typical scene might involve one or two editors from a publication with a pile of press kits. They've already scanned releases for actual news and visited those companies. Now, they are selecting what to take home for the show roundup.

Between them is a waste basket, nearly filled with the beautiful four-color literature carriers, reprinted ads and articles, and product catalogs. What are they keeping? The current news releases, background material on firms new to them, and perhaps a brochure for a product in which they have long-term interest. Mixed with the refuse are "news" releases recognized as containing old news.

Trade show press kits

Here are my preferences for press kit contents and layout, followed at the end by comments from editors who attended IMTS. My practices come from experiences early in my PR career instilled by a curmudgeonly ex-editor of Computerworld, from observations in the Press Rooms, from common sense, and from 25 years of making my own mistakes.

The focus here is on Press Kits prepared specifically for trade shows; however, there are a few basic guidelines common to all uses _ guidelines that can help improve media coverage. Assuming well written news releases, the most important press kit issue is to make it easy to quickly identify the newsworthy item within the press kit.

I. TYPICAL IMTS ERRORS

Sin of omission

Let's review the lesser and greater press kits sins committed by 2002 IMTS exhibitors. We'll quickly get the greatest sin out of the way: that of not taking advantage of a publicity opportunity. What legitimate reason can companies possibly have for missing an opportunity to put their message in front of an editor _ or 300 editors in the case of IMTS? Yet, more than 75% of the IMTS exhibitors were not represented in the Press Room.

Other press kit sins

In each of these cases, 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.

This year saw a considerable improvement in the number of press kits tightly sealed within envelopes _ I counted only three. Remember, you're the reporter now. Why would anyone make it this hard for you to find out what's new? Are these sealed press kits prepared along with those being mailed to the publications? Is it too much work to separately prepare those for the press room?

On the other hand, we found unsealed envelopes containing literature folders with press information. It was possible to peek inside some of these; however, at least one envelope opened along the long side, and the literature carrier inside presented its folded edge to the opening, making a quick peek at the news impossible. Forget the envelopes!

When you've piqued an editor's interest, be sure your booth number is readily apparent, so they can they find you on the show floor. Next, include any good graphical support material that hasn't appeared before. The absence of a booth number was a common omission this year. While its simple for editors to look in the show directory, why waste their time, and possibly irritate them more than the weather and tired feet are already certain to do?

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 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?

Now, here's the latest common sense lapse, made possible by technology _ the CD press kit. Several companies provided only a stack of CDs, marked "IMTS Press Kit." No doubt, CDs facilitate accessing digital versions of the news release and graphics files; but what about the reporter who's supposed to dig up stories at the show? By the way, I didn't spot a single person with a laptop computer in the Press Room ...

Other exhibitors accompanied their CDs with a memo listing the press releases by number, alongside a product number, or brief title. Certainly, the title was helpful, or was it? Here's an example (changed to avoid embarrassment) of how one company described its news release headline for a CD containing multiple releases:

"1 TCA_901 SSSN Solid State Switch"

Adding an abstract describing each release would make the CD press kit more palatable at trade shows. Accompanying the CD with complete hardcopies would be better.

The CD is great, especially for editors who choose to carry home many press kits in their luggage. But if you're the one preparing the trade show press kit, think it through _ how will it be used? If you do so, common sense can help avoid many mistakes.

II. AVOIDING TYPICAL ERRORS

In the following sections, we'll spend a bit more time on each of the issues touched upon earlier.

Release basics

When assembling a press kit, there's generally a newsworthy reason for doing so. Include a current date, preferably at the top of the first page, where it is easily seen. At a trade show, there's little excuse for not having a press kit in the press room _ even if the only news is that you're attending the show and exhibiting your old Gizmatic machine. Perhaps an editor who follows your firm missed you in the show listing.

Will your president be available for editors? Is it the first time you are displayed the

Gizmatic in this country? At this show? There's always a legitimate news angle, no matter how small. 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 is always preferable, but why would you miss an opportunity to get in front of the reporters and editors from your industry. If you're at a loss for ideas, call a local public relations firm.

Remember to date your news release, but avoid adding a current dates to old releases. Editors and reporters don't have short memories; they typically recognized reissued news releases with current dates. 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, it shouldn't need to be stressed, but always spell check just before printing _ and visually check telephone numbers and addresses within the 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.

Multiple news releases

Good timing makes for a better story, and often more publicity. Sometimes companies introduce multiple products or services at a trade show. For multi-disciplinary companies, it may be appropriate to prepare a news release for each product. Consider, however, a press kit with a dozen or more new product releases and photos. Some companies regularly issue multiple, simultaneous press releases, and not just for trade show press kits. My first concern is not to overwhelm the new products editor, who isn't often likely to include more than one or two related company items per issue. What becomes of the others? Will they be saved for another issue? Or is the effort wasted?

More often than not, it's a wasted effort. If you must include all that information, write a 13th press release that summarizes the releases and lists all the new products in a single release. Put this release on the top of all the releases. Nonetheless, a better strategy might be to mail a release every 2-3 weeks.

Mail the individual releases before and after the show _ remember, it typically takes 6-12 weeks for a news release to make it to print. A product announced 4-6 weeks prior to a show would still be new at the show. And, with advance notification, an editor may decide beforehand to visit your booth. You will still have new products to announce at the show, and you can honestly issue a release for the show indicating those products displayed or demonstrated there for the first time.

Sales literature

Sales literature has little place in a trade show press kit. Editors and reporters are looking for news. Technical data sheets that support a news release content can be appropriate. A news release entitled "Literature Release" that introduces a new brochure or data sheet

may be okay, too, if there's no other news.

Today, companies often print the sales literature before products are ready for introduction. If dated, this could spoil the impact of what is real news. At a National Computer Conference many years ago, a news release dated for the show promoted a "new" product that I recalled reading about months earlier. Included with the release was a product specification sheet, on which the form included a date 11 months prior to the show.

There are always exceptions _ such as a new company or one attending a show for the first time _ when the inclusion of sales literature might enhance your message. But even then, position the literature behind the real news.

Article reprints

Article reprints are a special type of sales literature, and deserve special attention. I wonder what the strategy is for showing editors a good story has been given to another magazine. Publishers avoid violating copyright laws. They won't reprint an article a competitor already printed.

There can be reasons to include reprinted articles. For example, a technical discussion that appeared in a scholarly journal might provide good background. Similarly, a detailed technical article covering your technology or product may provide valuable insight.

Regardless of their content, if you include reprinted articles in a press kit, they do not deserve more prominence than the news release; they belong underneath the news release.

Ad reprints

Why would anyone expect an editor to be interested in their company's ads? Theoretically, once a product or service can be seen in ads, there is no news value. When an editor sees that a product already has been advertised, most will no longer be interested in it as a hot issue _ the ad belies the promised news within the press kit.

Company background info

Backgrounders containing company information can be appropriate in many circumstances. For a major industry player, or for a company that has attended a trade show for many years, they add little value. If it is a company's first appearance in America, or at a particular industry show, or significant company information has changed, a brief company background page is quite appropriate. Remember not to give it a high priority by covering up newsworthy photos or releases. Put it in the left pocket of your literature carrier.

Pictures, graphics

Include a photo, illustration, or other graphic with your news releases. Try to do this for every news release you issue. We may feel that an important issue will draw attention to itself even without a photo. But a photo will help reinforce that importance. A graphic image

improves the chances for less important news to be published, since editors want to intersperse photos on their new product pages or in their new literature sections. Include graphics with every news release.

Make it easy for the editor. If a CD or diskette with an image is not included with the release, take advantage of the Internet's convenience. Instead of adding a note asking the editor to call you for photos, list a website address from which the graphical images can be downloaded quickly. Include printed copies in the press kit so they can decide if they want to download your higher resolution graphics.

Promotional handouts

Everyone likes something free. Pencils, pens, coffee cups, business card holders _ they all are scooped up in the press room. They do draw attention to your press kit, but don't guarantee you any publicity. Still, use the same reasoning as for any other use when selecting the giveaway. Choose something the recipients won't want to give to their kids. Make it something useful that they'll keep on their desk, or put on their refrigerator. Ask yourself whether it is consistent with the brand image and message your company's marketing plan would have it convey.

Literature Carriers

If you use a folder to contain your press material, recall the earlier 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 of folders, go with the least costly one.

Impressing editors with four color graphics won't increase the news-worthiness of the inside contents. What is more important is identifying your company on the front of the folder _ a simple label on a stock white folder can do that.

At IMTS, I watched an editor struggling to open a fancy literature folder. It was a tri-fold whose sides interlocked at the rear _ another ingenious example of keeping the news hidden. He must have been interested in the company, for he persisted and eventually got inside and paged through the releases.

One other example wasn't as bad. It was a transparent, string-tied, blue plastic envelope. Had the news release been on the top, it could have been read easily from the outside. Instead, the company brochure was visible. To check for news, strings had to be undone before locating the news release.

In summary

In the trade show press room editors and reporters look for news. This is an opportunity to get your news in front of many media representatives at once. Eliminating the common press kit errors will help everyone.

It is not surprising to see some of the errors discussed being made by internal marketing

staffs at small companies. Unfortunately, some of the mistakes at IMTS were made by agencies. In the end, however, the exhibitor must bear the final responsibility for press kit content and layout.

It's really just common sense _ build the press kit as you would prepare a news release, with the most significant points at the top where they are more likely to attract editors' attention. 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.

# # #

Richard Herzfeld has been a contributing editor to various publications in the computer and manufacturing arenas for nearly 30 years. In addition to having covered technology in the US for offshore publications in Japan and Great Britain, he is a free-lance writer and is a principal of TechComm Public Relations, with clients in Europe and the US.

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Media Comments:Several editors were asked to comment on this article. Here are the responses received so far. Dick Herzfeld

"I agree with your comments. Most of the press releases I looked at were about machines we had already heard about when we were collecting

material back in June for our pre-show issue!"

Mark Albert, Editor-in Chief, Modern Machine Shop _ 13 Sept 2002

"I found your press kit article quite instructive, and I agree with you 100%. I'm a perfect example of what you describe. If I don't see the name of the company I'm looking for, I don't pick up the press kit.

"At IMTS there were 85 companies I planned to visit. If their press kit wasn't in the press room the first morning, I didn't go through again to see what was new. If I then asked for information at the booth, and they had none and requested my card, that wasn't helpful _ I need it now, not ten days after the show.

"There are multi-disciplinary companies, who must stuff press kits with a large variety of product information, but overall, many of the people who put the press kits together show a lack of respect for an editor's time.

David Belforte, Editor, Industrial Laser Solutions _ 24 Sept 2002

"I had a chance to read your piece, "Press Kits and Trade Shows" and totally agree with it! Companies also need to make sure electronic images are high-resolution photos. We end up with many of them on floppy disks that are only 72 dpi -- fine for the website, but not for publication purposes."

Pat Smith, Managing Editor, American Machinist _ 26 Sept 2002

"You've articulated well what needs to be said about Press Kits. What I consisently see is the tendency to over complicate what should be a pretty simple objective. At every trade show, the waste of money I see as I "cull" my four foot pile of beautiful full color presentation folders, catalogs, fly sheets and other gee gaws down to a manageable 6 to 10 inch pile of useful material leaves me scratching my head. Successful PR pros understand the press kit purpose is to help an editor do his/her job by providing relevant, useful words and good illustrations, in a practical carrier. And that's why they're successful PR pros."

Chris Koepfer, Editor, Production Machining _ 26 Sept 2002

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^© 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

PRESS KITS AND TRADE SHOWS

by

Richard Herzfeld

For what purpose do you prepare Press Kits? Is it to provide information to customers and prospects who visit your company? Perhaps it is a sales leave-behind? Is it for a media event where you'll have a captive audience of reporters and editors? Or will the press kits be placed in the Press Room at an industry trade show?

While attending the eight-day long International Manufacturing Technology Show (IMTS) in Chicago the last two weeks, I couldn't help but notice how many of the press kits almost screamed "Hands Off" or "My news is secret!" Let's take a look at some of the simple, illogical, and unintentional mistakes people make when preparing press kits that they expect reporters and editors to pick up at a trade show. And, that's the first error: editors don't intend just to pick up the press kits _ they generally intend to use them at the show.

First, since many PR practitioners and others who prepare press kits don't have an opportunity to spend much time in the Press Room, let's consider some of the priorities reporters have at trade shows, as well as their typical Press Room activities.

Editor's trade show priorities

Many in the media come to a trade show with preassigned tasks: contact specific, exhibiting industry players, attend and report on selected conferences, take in one or more pre-announced news conferences, and try to uncover anything that's really new. To aid in that search for the new and exciting, trade shows typically provide a Press Room to which exhibitors are invited to bring press kits.

Next, before focusing our attention on critiquing the IMTS press kits, there's one more picture to implant in your minds. In a bit, we'll discuss "superfluous press kit stuffers," like reprinted trade journal advertisements. What happens to all of those stuffers? Well, if you could walk through the press room at the appropriate moment, you might see one or two editors from a publication with a pile of press kits they'd collected. They'd already scanned releases for real news and visited those companies. Now, they were selecting what to take home for the show roundup.

Between them is a waste basket, and the beautiful four-color literature carriers are the first in the basket. Often, the next to go are the reprinted ads and articles, as well as the product catalogs. What do they keep? Typically, only the current news releases and appropriate background material. Perhaps also product brochures for which they also have long-term interest. If the news release has a date more than a month prior to the show, it, too, may not make the cut, being assumed to contain old news.

Trade show press kits

The following discussion of press kit contents and layout are my preferences, <with solicited comments from editors who attended IMTS found at the end of the article>. My practices come from learned experiences early in my PR career (from a curmudgeonly ex editor of Computerworld), from observations in the Press Rooms, from common sense, and certainly from my own mistakes, too.

The focus here is on the Press Kits prepared for trade shows; however there are a few basic guidelines common to all uses _ guidelines that can help your media coverage. Assuming well written news releases, the most

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

important press kit issue for me is making it easy for the editors to quickly identify the newsworthy item within your press kit. Then, if you've piqued their interest, have you indicated where can they find you on the show floor? Next, do you have any good graphical support material that hasn't appeared before?

At IMTS, with over 1200 exhibitors lining almost 11 miles of aisles, there were between 200-300 exhibitor's press kits in the press room, and nearly 300 editors and reporters reviewing the material to find newsworthy items to pass along to their readers.

If you've never been in the press room at a trade show, here's another scene you've missed.

There are either rows of tables, or tables lining the walls, covered with press kits. The reporters may be looking for anything of interest to their readers, or may have specific assignments from their editors to cover specific issues. In either case, it's obvious they won't want to pick up every press kit. When a company simply has a stack of news releases in a pile, it's easy to quickly scan the headline and determine if it's applicable.

More likely, a company has provided a pile of press kits _ fancy literature carriers or simple folders crammed with a wide variety of useful and useless items. Though I may believe some of it to be useless, what's in these press kits is less important than where it is positioned. Can the editor open your press kit and immediately see the headline on its most important news release?

Let's review the venial, mortal, and cardinal press kits sins committed by 2002 IMTS exhibitor's. We'll quickly get the cardinal sin out of the way: that of not taking advantage of an opportunity for free publicity. There's a reason why some people mistakenly call public relations free advertising. What legitimate reason can you possibly have for missing an opportunity to put your message in front of an editor _ or 300 editors in the case of IMTS? Yet more than 75% of the IMTS exhibitors were not represented in the Press Room...

Mortal, venial press kit sins

In each of these cases, 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.

A considerable improvement was evident this year in the number of press kits comprising news releases tightly sealed within envelopes _ I counted only three. Why would anyone make it this hard for an editor to find out what's new?!

On the other hand, there were a number of unsealed envelopes containing literature folders that contained press information. Sometimes it's possible to peek inside these for an insight; however, at least one of these envelopes opened along the long side, and the lit carrier inside presented its folded edge to the opening, making a quick peek at the news impossible.

Now assume you've caught a reporter's attention: the decision to add your booth to the day's visit list has been made. Is your booth number prominently displayed on the front of the news release or press kit? This was a common omission this year, and while its not difficult for an editor to look in the show directory, why waste their time, and possibly irritate them more than the hot Chicago weather and tired feet were doing already?

Common sense dictates that layout and contents of a press kit are important. It is critical that the news is immediately identifiable. Why don't we always place the news at the top on the right hand side, where the

viewer's attention is first drawn? At IMTS, perhaps 30% of the press kits had their primary news release(s) buried beneath company backgrounders, article reprints, reprinted ads, technical specifications, or some other less important press kit stuffer. Ask yourself again, why is the press kit in the press room?

And here's the latest sin, made possible by technology _ the CD press kit. No doubt, the CD facilitates the editor accessing a digital version of the news release; but what about the reporter who's supposed to dig up stories at the show? Several companies simply provided a stack of CD's, marked "IMTS Press Kit."

Other exhibitors accompanied their CDs with a nice memo stating they were making it easier for the editor, and listed the press releases by number, alongside a product number, or brief title. Certainly, the title was helpful, or was it? Here's an example of one listed news release headline for a CD containing multiple releases:

"PL089 PSEN Solenoid Switch."

The CD is great, especially for the editor who will carry home all those press kits in his luggage. But if you're the one preparing the trade show press kit, use some common sense. Perhaps you could include a brief summary of each release along with the CD, if you don't want to print the entire set of releases.

By the way, I didn't spot a single editor with a laptop computer in the Press Room ...

Let's now spend a bit more time on each of the issues touched upon earlier.

News Release

When assembling a press kit, there's generally a newsworthy reason for doing so. That calls for a news release having a current date. If your company is attending a trade show, there is no excuse for not having a press kit in the press room _ even if the only news is that you're attending the show and exhibiting your old Gizmatic machine and listing your booth number _ perhaps an editor who follows your firm missed you in the show listing. Will your president be available for reporters? Is it the first time this machine has been displayed in this country? At this show? There's always a legitimate news item, no matter how small. Do you have a new brochure? Prepare a brochure release and include a copy of the brochure. Hard news is always preferable, but don't miss an opportunity to get in front of the reporters and editors from your industry.

Do not forget to date your news release, but don't just add a current date to an old release. Don't count on editors' short memories; they typically know which companies are prone to reissue news releases with current dates, just as some editors are suspect of news releases at trade shows 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, don't forget to include your booth number.

Finally, it shouldn't need to be stressed, but always spell check just before printing _ and visually check phone numbers and addresses within the body copy. A news release just crossed my desk today with at least a dozen spelling errors, including a misspelled product name trademark.

Multiple news releases

If a company will introduce multiple products or services at a trade show, there's nothing wrong with preparing a news release for each product. Consider, however, a press kit with eighteen new product releases and photos. Some major companies do this regularly, and not just for trade show press kits. My first concern would be that of

overwhelming the new products editor, who isn't often likely to include more than one or two related company items per issue. Will the other 16-17 be saved for another issue? Or is the effort wasted?

More often than not it's a wasted effort. If you must include all that information, write a 19th press release that summarizes the releases and lists all the new products in a single release. Put this release on the top of all the releases. Nonetheless, a better strategy might be to mail a release every 2-3 weeks.

Spread out the releases before and after the show _ remember, it typically takes 6-12 weeks for a news release to make it to print. Your product will still be new at the show if you announced it 4-6 weeks prior to the show. And, with such advance notification, an editor might already have decided to visit your booth. You will still have new products to announce at the show, and you can honestly issue a release for the show indicating that many products would be shown for the first time.

Sales literature

Sales literature has little place in a trade show press kit. Editors and reporters are looking for news. Technical data sheets the support a news release content can be appropriate. A news release entitled "Literature Release" that introduces a new brochure or data sheet is another exception.

Today, companies often print the sales literature before products are ready for introduction. If dated, this could spoil the impact of what is real news. At a National Computer Conference many years ago, I saw a currently dated news release for a product I recollected reading about months earlier. A product specification sheet included with the release, and the company's documentation procedures had nicely dated the spec sheet with a date 11 months prior to the show where the product was being reintroduced.

There are always exceptions _ such as a new company or one attending a show for the first time _ when the inclusion of sales literature might enhance your message. Just position the literature behind the real news.

Article reprints

Article reprints are a special type of sales literature, and deserve special attention. My first question is why do you want to show editors a good story they missed? Why do you think any publication might violate copyright laws to reprint an article their competitor already printed?

There are reasons to include reprinted articles. For example, a technical discussion that appeared in a scholarly journal and which might provide good background. Similarly, a detailed technical article covering your technology or product, might be good background material.

Regardless of their content, if you include reprinted articles in a press kit, they do not deserve more prominence than the news release; they belong underneath the news release. And I would insert them on the left side.

Ad reprints

Why would anyone expect an editor to be interested in their company's ads? Theoretically, once a product or service can be seen in ads, where's the news value? If you show editors that you've already advertised the "news" item your press kit proclaims, most will no longer have any interest in it as a hot issue.

Company background info

Backgrounders containing company information can be appropriate in many circumstances. If you're IBM-sized in your industry, at a trade show you've attended for 20 years, they're not really useful. If it is your first

appearance in America, or at a particular industry show, or significant company information has changed, a brief company background page is quite appropriate. Don't assign it a high priority by covering any newsworthy photos or releases. Put it in the left pocket of your literature carrier.

Pictures, graphics

Wherever possible, include a photo, illustration, or other graphical representation with your news releases. I almost said "especially with the important ones." Include graphics with every news release. Common sense dictates that an important issue will draw attention to itself even without a photo. Nonetheless, a graphic image can truly help get the less important news published, since editors want to intersperse photos on their new product pages or in their new literature sections.

Make it easy for the editor. If you don't include a CD or diskette with an image, take advantage of the Internet's convenience. Don't add a note requiring the editor to call you for photos. Instead, list a website address from which the graphical images can be downloaded, and include low resolution copies in the press kit so they can decide if they want to download your graphics.

Advertising specialties

Everyone likes something for free. Pencils, pens, business card holders _ all of them get picked up in the press room. They do draw attention to your press kit, but don't guarantee you any publicity. Still, use the same reasoning as for any other use when selecting the giveaway. Choose something the recipients won't want to give to their kids. Make it something useful that they'll keep on their desk, or put on their refrigerator. Or, make it something pertinent to your industry that they'll want to show and talk about with their associates.

Literature Carriers

If you need a folder to contain your press material, certainly use what is available. If your company has a presentation folder, use it. If you have a choice of folders, go with the least costly one. Impressing editors with four color graphics won't increase the news-worthiness of the contents inside the press kit. What is more important is identifying your company on the front of the folder _ a simple label on a stock white folder can do that.

At IMTS I watched an editor trying to open a fancy literature folder. It was a tri-fold whose sides interlocked at the rear _ another ingenious example of a graphic artist's attempt to keep the news away from the editors! One other example wasn't quite as bad. It was a transparent blue string-tie envelope. If the news release had been the top enclosed item, it could have been read easily. Instead, however, this company chose to have its brochure visible. To check for news, strings had to be undone before paging through to locate the news release.

In summary

It is not surprising to see some of the errors pointed out here being made by an internal marketing staff, especially for smaller companies. Unfortunately, some of the mistakes found at IMTS seem to have been made by agencies. Some account executives were not paying attention.

It's really just common sense _ just as when preparing a news release, you put the most significant points at the top where they'll catch the editor's attention before he tires of reading your release. Remember that your press kits should be laid out in a similar manner, to quickly highlight the most salient points.

# # #

Richard Herzfeld has been a contributing editor to various publications in the computer and manufacturing arenas for nearly 30 years. In addition to having covered technology in the US for offshore publications in Japan and Great Britain, he is a free-lance writer and is a principal of TechComm Public Relations, with clients in Europe and the US.

Media Comments:

Several editors who attended IMTS were asked to comment on this article. Here are the responses received so far.

Dick Herzfeld

Dick: I agree with your comments. Most of the press releases I looked at

were about machines we had already heard about when we were collecting

material back in June for our pre-show issue!

Mark Albert, Modern Machine Shop _ 13 Sept 2002

I found your press kit article quite instructive, and I agree with you 100%. I'm a perfect example of what you describe. If I don't see the name of the company I'm looking for, I don't pick up the press kit.

At IMTS there were 85 companies I planned to visit. If their press kit wasn't in the press room the first morning, I didn't go through again to see what was new. If I then asked for information at the booth, and they had none and requested my card, that wasn't helpful _ I need it now, not ten days after the show.

There are multi-disciplinary companies, who must stuff press kits with a large variety of product information, but overall, many of the people who put the press kits together show a lack of respect for editors.

David Belforte, Industrial Laser Solutions _ 24 Sept 2002