If you have something to ‘shout about’ a press release is an effective tool for communication and the following steps are guaranteed to increase your opportunity of gaining editorial coverage:
Editors are looking for original news
Ensure your story is newsworthy and refers to what you will be doing at IJL. For example, are you launching a new product or planning a special event.
All press releases should be presented on your company letterhead, with the date of the release and your stand number at the top left hand side of the page. Spacing should be at least 1.5 or double spacing to allow for editor comments in between the text. We recommend that your releases should be no longer than 2 pages.
Shout it out!
Grab the editor’s attention! Begin the press release with a clear punchy headline that summarises your story and entices the journalists to immediately read on. Avoid product names and acronyms.
Get straight to the point in the first paragraph of your release. Be concise and explain in one or two short sentences:
- Who is involved?
- What is happening?
- When is it happening?
- Where is it taking place?
- Why is it happening?
Subsequent paragraphs should expand upon your story and give more detail.
Excite the reader
Grab the attention of the reader! Include a good ‘hook’ within the first or second paragraph of the release. This could be anything to do with planned features, improved efficiency and benefits etc.
Punchy & to the point!
Sentences should be punchy and to the point. Ensure the release is an interesting read, grammatically correct and all claims and quotes can be justified.
Including quotes in your release is an excellent way of reinforcing your story and gaining recognition in the market place.
All releases submitted for publication should include the following:
- Company name & address
- Company telephone and fax number
- Email and website enquiry address
- Contact details for enquirers
'How to write a press release' has been supplied from 'The Exhibiting Show' Guide