Your press release should begin with a strong headline which summarizes the most important points in the release and incites interest in what is to follow. For instance "XYZ introduces First Thought-Programmable VCR at the Summer CES" is a great headline for trade and consumer media to catch the business editor's eye. You can also change the headline to target your release to different journalists.
The dateline starts the first line of the release and should have the city and state in capital letters, along with the date the release will be distributed. A release date should be specified if required. Otherwise, the release should specify "For Immediate Release."
The press release should focus on your exhibit at CES. Any new products or services your company will be offering should be highlighted. Some background on the products (when they will be offered for sale, how much they will cost, etc.) should also be included.
In a pre-show release, it is helpful to add basic information about CES (when it is, where it is, who is expected to attend). In a release to be distributed during CES, your booth and exhibit information is key.
Remember, journalists are only interested in the basic information. Many are deluged with competing press materials as CES approaches, making the job of choosing what they will run difficult. So make your press release clear, sharp and concise. Never substitute a product brochure for a press release. Journalists simply don't have the time to read through a brochure to get the information they need. They will contact you if they need more specific information and/or brochures.
When should you send a pre-show press release, and to whom should you send it?
The release should be sent out one to two months prior to CES. This gives editors a chance to edit what information they would like to use and to contact you if they want more information.
Most of the trade magazines should receive the release, since they run articles on CES, and some of them even devote entire issues to the show. You also may want to send the release out to the major newspapers and news magazines (business, consumer or technology editors should be targeted) since they may run something on your exhibit or on the show.
Press releases distributed during the show can be contained in your press kits and should have a dateline of the first day of CES. It's a good idea to have a few extra copies of your press material available in your booth for favorite clients.
A press release sent out a week or so after the show is a good idea. It should explain what happened at your booth, which products appeared to attract the most interest, any changes to specifications or programs announced in previous releases, and what you expect in the future. This information can be used in any follow-up articles editors may run.
[ ITEMS IN BRACKETS POINT OUT FEATURES OF PRESS RELEASE ]
[ SAMPLE PRESS RELEASE ]
News From XYZ Corp
For Immediate Release For Further Information
P. R. Maven
(202)555-1212, ext 306
[ HEADLINE ]
XYZ Introduces First Thought-Programmable VCR At Summer CES
[ DATELINE ] Chicago, IL--June 2, 1990-- [ WHO ] XYZ Corporation
announced [ WHEN ] today the introduction of the [ WHAT ] world's
first thought-programmable VCR [ WHERE ] at the 1990
International Summer Consumer Electronics Show.
[ WHY ] According to M. B. Ayer, vice president of marketing at
XYZ, "Our research has shown that many users are confused about
how to program their VCR's to record programs unattended. Our
unique Model III (suggested retail price $799.00), is the answer
to this dilemma. It allows the user to program date, time,
channel and duration simply by thinking about them! We feel that
this product will revolutionize video recording.
Mr. Ayer also indicated that the Model III, along with XYZ's
line-up of new VCR's, color television sets and CB radios, will
debut at the Summer CES (Booth D-946) and will be available from
XYZ distributors nationwide by June 30, 1990.
[ BACKGROUND ] Dr. Alexi Zarkov, vice prsident, research and
development at XYZ, added "The thought synthesis circuitry is the
product of several years of effort by our R&D team at our
Hoboken, N.J., laboratories. At present, it is unique to the XYZ
Model III, although we will be contacting other major VCR
suppliers to determine the level of interest in licensing this
technology. Gone are the days when VCR users had to worry about
hitting buttons to program the machine. All they have to do is
think about the program they want to record and the Model III
does the rest."
[ PROMOTIONAL PLANS ] This has led to XYZ's recently announced
promotion plans for the Model III. Claude Hopkins, XYZ's vice
president, advertising, indicated, "The theme for our campaign is
'TV Programming? Think about it!' and we will stress this theme
in our $12 million year-long broadcast and print promotion for
the Model III. Our distributors will have complete details for
dealers by July 1.
[ CORPORATE SUMMARY ] XYZ Corporation is a major national
marketer of videocassette recorders, color televisions, CB
radios, and accessories.
-30-
A media alert differs from a press release in that it is a short, concise statement advising the media of an event. For instance:
Media Alert May 30, 1990 TO ALL EDITORS: ABC Corporation will hold a press conference in the Chicago Hilton Hotel. This conference will begin at 10:00 am, on Saturday, June 2, 1990. For more information please contact Rita Morgan at (202) 555-1212.
One of the best ways to attract media attention to your booth at CES is to provide the editorial press with a complete press kit. Press kits can be distributed in the Press Room at the show.
The Press Room is the first place journalists stop before entering the show. It also serves as a working area for them where they can compose stories and send them to their editors.
The kit should contain one or more press releases which describe your products, why they are exciting, and what is new in your product line.
If your budget allows, photos are a good idea in all press kits. Pictures of your new products or displays should be included. Each photo should have a "cutline," which is a label on the bottom of the photo briefly describing it. Black and white photos are best as most papers use them. Journalists will request color photos if they need them.
A press conference can be held anywhere you want....use your imagination! In a restaurant, in your own company's premises, on the courthouse steps.
A press conference should only be held when you have something newsworthy to share with the media. Newsworthy announcements that will attract the media at CES would be
POINTERS. Keep in mind the following: