Do
Have a good press kit. Include interesting and timely information; a one-page company bio sheet - corporate structure, executive staff chart, sales figures; complete product information - specs, distribution methods, pricing; good product photos or links to on-line FTP sites where photos can be found; key contacts.
Everything must be accurate and verifiable. Unique packaging is good if you're unknown, otherwise, don't bother.
Don't
Pad your press kit with tons of 'fluff'. Short and to the point is much better. Avoid gimmicks, head shots of your CEO, outdated, false or exaggerated information.
Misleading statistics can be the kiss of death - give context for all numbers. Standard sized folders or smaller is best, as these easily fit into bags and briefcases.
Do
Make every effort to spread the word. Coordinate with show organizers at any media events they host and make sure that plenty of your press kits are available in the media room. Post all relevant information on line so information can be accessed after the event. Hold press conferences when appropriate.
Don't
Hold a press conference 'just because'. Press conferences are specifically for major announcements, new product introductions but only if they are truly new or improved, or general industry trends - what's hot and what's not.
If you host a poorly organized event when nothing newsworthy is shared, you've just irritated a whole room full of reporters. Not a good idea.
Do
Keep your promises. If you schedule an interview, be available and on time.
If you arrange to have materials sent to a reporter, make sure they're actually sent. Promised photos should be as described.
Reporters work tight time frames so when you fail to deliver what they're expecting, they don't have time to come back looking. They'll move onto another, more accommodating source.
Don't
Assume that the reporter knows everything about your industry, especially if they are from a general interest publication. Provide background data, give real-world examples and avoid industry specific jargon. Spell out acronyms at least once and explain the relevance of any awards, certifications or honors you may be discussing.
Written by Susan A. Friedmann, CSP, The Trade Show Coach, Lake Placid, NY, author: "Meeting & Event Planning for Dummies," working with companies to improve their meeting and event success through coaching, consulting and training. Visit The Trade Show Coach for a free copy of 10 Common Mistakes Exhibitors Make.
