1. First of all, answer this question ... is your topic newsworthy? Put yourself in the readers' shoes, so to speak. If you were reading a story about your company, would it interest you? Analyze the publications where you will distribute your news release. What type of articles and editorial do they contain? Is your news release in alignment with the editorial? Make sure you analyze the readership of each publication. There's nothing worse than sending a news release to a publication that has nothing to do with your industry or type of products.
   
2. Remember the basics of a great news release. Always answer the questions: WHO, WHAT, WHERE, WHEN, HOW and WHY. This will give you the framework to start writing your news release. What is your story about? Who is involved? Where is it happening? Why is it important? What are the benefits? Always proof your news release for grammatical or typographical errors. You want to make a good first impression on the editorial staff.
   
3. Don't forget to add contact information. You would be surprised how many companies forget this simple task. You need to include, at a minimum, a contact name, phone number and/or e-mail address. If an editor is interested in your news, they will want to contact you for further information. When they do contact you, please respond quickly. Editors are on deadline, so if you don't respond quickly, they will not be inclined to ask you again.
   

It's easy to write that perfect news release. It just takes a bit of practice. Make a commitment to try writing one this month. You'll start seeing results within a few months. For more ideas, read our Marketing Information Bulletin titled "How to Get More PR With Less Effort". You can access this information at our Website.

A key component of any trade show press kit is the corporate profile, company fact sheet, or company backgrounder, as it is sometimes called. This is especially true if you are a fairly new company or are not well-known by the trade press. One of the key advantages of having a corporate profile is that it allows you to introduce your company to the trade press editors in your industry. If you don't have a relationship with the trade press editors, they certainly won't be calling you when they are writing a "round-up" or some other article on a particular topic related to your organization. How many times have you asked, "Why didn't they call us or include us in that article?" Well, maybe they didn't know you exist? Even worse is if they are familiar with your company name but don't really know what types of products or services you offer.

Here are a few basic key ingredients you should include in any company fact sheet:

• Company Overview: Provide a short history of your company, which markets you serve, and your overall corporate philosophy. For example, the key "buzz" is all about being "green". So, if you have a company philosophy of being environmentally-conscious, you should make note of that.
  

• List your products: A brief listing of your product lines will give the editor a feel for what your company is all about. But, don't list every single product you produce. Again, be brief, but provide some good and tantalizing information.

• Add information about your technology: Editors are always interested if you are utilizing a unique technology, have obtained special patents, or if there are unique applications for your products.
  

• Include information about your executive management team: A short biography about your top leadership, their accomplishments, and educational background is always useful information. Again, you don't have to write an essay about these individuals; just provide enough information so that the editors will know their qualifications.

• Just like in a news release, don't forget to add contact information. Besides the personnel who handle the press relations, you may want to add investor relations personnel, executive management, or other key personnel in your company. But, make sure all of the individuals you list have some experience in speaking to the press.
  

If you would like more information about press kits and company profiles please contact us directly or see our special offer shown below.