Preparing Press Kits

I was recently discussing trade show press kits with one of my clients.  She was wondering about "extra stuff" to put in the kits -- the press release is covered, but should other documents also be included?

My response:
You can include other documents, but usually the media is so pressed for time they'll only have time to glance at it.  Mostly, they just want to know what's new for this show.  So if you have other documents like a corporate history/backgrounder, executive profiles, service/product listing, previous press clippings, fact sheets, or FAQs (Frequently Asked Questions) -- post those on your company website in a "Press Room" section, and direct the media there by including a link in your press release or cover letter.

Of course, it can't *hurt* to put other background information in there - just don't be surprised if it gets thrown away.

My client asked if the press usually takes kits home to digest later.

My response:
Yes, they do take kits home.  I know I do -- I shove as many as I can in my suitcase and bags, then SHIP the rest home.  It usually takes me 1-2 weeks to wade through it all once I get home.

Here's a tip -- I love when companies include CDs in their kits, and I always suggest that to my clients.  The CDs are a lot easier to pack in a suitcase than a full-size folder.  Brochures and product catalogs I throw away -- I assume I can find all that on the website.  I keep business cards, recent press releases or info on stuff that was new for this show, and CDs.

Looking forward...I plan to talk to various editors at the show about what they want to see in press kits -- what's good, what's bad, and what's the most helpful.  That way I'll know for future shows what each editor wants to see.  That helps me, and that helps my clients.

Edited to Add: Trade Show Presenter and Podcast Diva Heidi Miller mentioned this blog post!  Yea!

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