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Press Kit Preparation and Press Release Tips and Guidelines

What goes into a press kit?

Press kits are a one-stop source for the media to get information about your company and product. Information included in kits should be kept simple and to the point as journalists are not interested in slick marketing materials or brochures; they want hard news. The best kits are enclosed neatly in a folder that is marked clearly with the company's logo and show booth number on the outside for easy reference.  While creativity is key in distinguishing your kits from others, keep in mind that most kits that are not in standard-sized folders are often passed over or thrown out.

You might also consider an electronic press kit.  Recent surveys show that the media prefer online or CD-ROM kits.  These kits should contain the same information as hard copy kits.

Most press kits typically include all or some of the following:

  • Recent and relevant news releases (preferably from news at the show)
  • Company/executive backgrounders
  • Detailed product fact sheets/specs
  • Product images
  • Copies of company publications (annual reports, external magazines, etc.)
  • Any special events you have scheduled during the show
  • Media contact information --how they can reach you for additional info

Press Kit Tips

  1. Determine the most relevant information to include in the press kit. 
  2. For hard copy kits, make sure your company name is clearly listed on the front cover. The press prefers press kits be listed by company, not product name.  Also include your booth number!
  3. Send an appropriate number of printed kits. Send up to 40 kits for the NYC ATE show; 25 to the Chicago, Los Angeles and DC shows. We ask that you hand deliver your kits to the Press Rooms located at each of the shows.  Make sure your kits arrive before the Press Room opens on Saturday to ensure your kit is picked up by as many journalists as possible. 
  4. All hard-copy press kit materials should be contained in a binder or folder. Kits on CD-ROM or single press releases are an exception. 
  5. Please check with the Press Room at each of the shows on each day of the show to determine the number of kits you have remaining. Check again on the last day of the show to collect any unused kits. Kits that are not collected will not be returned.

Press Release Tips And Guidelines

Before you even begin to construct your press release, you need to ask yourself the big question, “Is this newsworthy?” Your excitement about something does not necessarily make it newsworthy. Think about your audience and ask yourself whether they will find your story interesting. Once you’ve determined that others will care about what you have to say, you can set about formulating your release.

  • A good press release answers all of the “W” questions…the “Who,” “What,” “Where,” “When,” and “Why,” providing useful information about your company, product, or service. You will generally want to place this information in the lead paragraph, so that the reader has all of the most pertinent information up top.
  • Start Strong. Your headline and first paragraph should contain all of the information needed to tell the story, but it should be written in such a way as to grab the readers’ attention. If you don’t capture them in that first paragraph, you’ve lost your opportunity.
  • After your lead paragraph, your subsequent paragraphs really just expound on the information mentioned in the lead. These paragraphs can include quotes from key company representatives, customers or subject matter experts, and more of the details than can be listed in your initial paragraph. It is the supportive information.
  • Use a final paragraph to summarize your news and wrap things to a conclusion.

    STRUCTURING YOUR PRESS RELEASE

  • A good press release is generally only one to two pages, so you’ll want to keep your release brief and to the point.
  • The media needs to know when your release is available for them to print, which is generally immediately. So you can write in bold and underlined, “FOR IMMEDIATE RELEASE”  in the upper left-hand margin.
  • Should the media need to get in touch with you for additional information, photographs or to schedule interviews with company representative or spokesperson, you need to list your contact information in the upper right corner, as such:
    Contact: Jane Smith
    ABC Company
    (845) 123-4567
  • Create a dateline, which appears right before you start the first word of your lead paragraph. Here, you will include the city where the release generated and the date (i.e. Warwick, NY, April 10, 2006 --) and then begin your release.
  • The very last lines of your release will include your “call to action,” or what the reader can do to obtain additional information. You should say, for example, “ For more information about ABC Company, please visit the website at www.abccompany.com or call us at (845) 123-4567.
  • After your release is finished, center # # # below it so that the reporter will know that is the end of your release.
  • Spell and grammar check your release before you send it out and be sure to print it on quality paper. You only get one chance to make a great first impression!

NOTE: Please make arrangements to get your press materials to the press room as the Travel & Adventure Show does not have the facilities or staff to assist you with delivery of these materials to the press room. Following are the Press Room locations for each market. Specific room number may be obtained at the registration desk on site:

  • Press Room Location – Chicago/Donald E. Stephens Convention
  • Press Room Location – Los Angeles/Los Angeles Convention Center
  • Press Room Location – DC/Washington Convention Center  

After the Show
Send a follow-up release to the media who attended the show. Include information such as:

  • A recap of all activity in your booth
  • Which products attracted the most attention and why
  • Future expectations relating to your company's new product offerings
  • Any upgrade to information contained in your press releases during the show