Exhibitions & Events PR - How to compile Media Kits

Exhibitions and Events – how a Press Pack or Media Kit can improve your chances of gaining positive media coverage

By John Hicks M.IDM of Headline Promotions, Press & PR



Whenever you attend exhibitions, seminars, conferences or other event – or a senior executive is a speaker at one of these – I always recommend clients to assemble a Press Pack (also known as a Media Kit to reflect the fact that “the press” includes a wide range of media).

Press Packs are essential tools for any business that wants to gain exposure in print, on television and radio, or even through Internet sources.

In addition to providing important in-formation, the kits help establish a company's credibility. After all, reporters want to know that the sources they cite are reliable and will be around for a while after their stories are published or aired. And, best of all, press packs are relatively inexpensive.

So exactly what is a press pack? It is an informational package that reflects the personality of the company while providing important facts in simple, non-technical terms. I usually include:

· A one, or maybe two, page fact sheet. Fact sheets provide quick overviews of companies in an easy-to-read format, and typically include information such as a description of products or services, company history, key personnel, the number of employees, the number of offices and locations, statistical information (number of products produced, sales, number of clients), any other notable company facts, and information for reaching a contact person. Always include phone numbers where your contact person can be reached out-of-hours.

· Biographies of key individuals. If possible, keep them to one page and focus on information that's directly relevant to the company.

· A list of products and services. When applicable, include retail prices and outlets, or other information on how consumers can acquire the company's goods and/or services.

· Photograph(s). Depending on your specific business, you might want to include professional photos of your product(s), your services (or somehow depict the service being delivered), your facility and/or your key people. I have found that these substantially increase my chances of being included in newspaper and magazine articles.

· A news release. Ideally, the release should be concerning the event itself but I usually include some recent, general, ones by way of background interest to the reporter. Include quotes from senior executives about why you are at the event and how this will help your customers.

· Press Cuttings. I often include photocopies of recent press cuttings showing the client is proactive. Even if it is news of a charity event the client has been involved in, this makes interesting reading and shows them in a positive light.

· Case Studies. This is not essential but I do find potential customers like to read a story about a successful case study. The best formats are on an on-line version but print some off for your Media Kit and you will see people reading them over coffee in the rest area of exhibitions! Use high quality paper or light card, the feel of the paper is important.

Now that you have taken the trouble to assemble this pack, use it for other key business purposes too. Give them to key sales prospects, again as a way of making them feel that they know you and that you are credible as an organisation. You can also use it as a recruiting device for senior staff or graduate recruits, to support finance applications to bankers or on any other occasion when you want to showcase your company in a positive way.

Because of their importance and adaptability for a variety of purposes, I tend to have glossy folder covers made so that I can pop relevant sheets into them. As items to go in the pack are updated, I simply throw away outdated ones and add in newer versions.

The truth is: if you help the media you make it easier for them to help you!