Given the fact that most attending show media have to make a quick decision on whether or not to write about your company, the style and clarity of your press release can set you on the road to free publicity!

Headline – Reporters are reviewing copy to see what will capture the interest of their readers. Your headline should provide a convincing summary of the content of your release while enticing the readers to read the full text for important details.
First Paragraph – Make your point quickly and don’t bury the story. From the top you must focus on explaining the product you are emphasizing at the show and how it will impact your industry. Be specific, do not use words like “great” or “one-of-a-kind. Inform the reader exactly what is unique about your product or service instead of just stating that the product is unique.

Points Of Contact – Make certain that your press release explains who will be available at your booth for additional information, demos or sales questions. Provide links to specific product information on your web site especially for industry media not attending the show. Contact current clients and ask to use them as references. If they permit, include their names, phone numbers and email addresses in your press release.

Additional Information – A press release should always include a brief background on your company as well as where your business is located. Write a short paragraph that describes your business and use it at the end of every press release, keeping sentences short and simple. Don’t Forget While it may seem obvious, always include the name of the show and company booth number in the first paragraph. Always include a way for reporters to contact you DURING the show. And, always run the spell-checker before sending out a press release.