This blog is part of our series Event Publicity: The Gold Standard.

Click here for a FREE DOWNLOAD of our full guide, with handy checklists to keep you on track and space to scribble down your creative thoughts or please email [email protected]

Trade shows are meccas of newsworthy announcements because they provide the perfect launch pad to reveal new products, offer thought leadership from industry experts, and discuss industry trends.  Media and consumers alike pay close attention to event news. If your company has a presence planned at an upcoming trade show or exhibition, you need to be prepared with the story you are there to tell.  You need to create a press release that will get you noticed.


Identifying the Story

Before you put pen to paper, ensure you ALWAYS ask yourself the following questions:

Is my story ‘news’? Is it something that hasnt been released to the press before and is it relevant or useful to your target audiences?

Have you secured third party permission to release the information?  You don’t want to upset existing or potential clients or leak news too soon… take particular care to check facts and quotes.

What is the hook that will engage the journalist?  You need to know what the USP of your story is and communicate it clearly. 

See our tips on What journalists Do and Don’t want from a story.

What are the key messages you want to convey? Stick to having no more than three, otherwise your key message will get lost.


How to Write an Effective Press Release

Answered the above?  You are now ready to write the Press Release.

Beat writers block by using our 5 Ws to help you write a stand out piece that will grab the media attention you are after.

WHO you are working with:

WHAT difference have you made:

WHEN did this take place:

WHERE did it happen:

WHY should anyone take notice of this:


Your Final Check List

You’ve broken the back of it. Now it’s time to top and tail your story and tick off to ensure everything is covered.

You have the angle right.  Make sure your story has the following attributes: its timely and unique, newsworthy or contrary to industry norms and trends.

You have a concise headline.  Keep it punchy. Use less than ten words.  The title should clearly signpost the key point presented in the opening paragraph.

It is written in the third-person.  A press release must be presented objectively. Refrain from expressing personal opinions unless in quotes.  Remember, you are the voice of your business or organisation, not an individual.

You have included relevant quotesJournalists will use these to add an authoritative voice to their reports.  Dont waste quotes with ‘bland’ statements – say something intelligent and analytical and make sure the person who is saying it carries credibility or industry weight.

And don’t forget your ‘Notes to Editorssection.  Editors may want to follow up – make it easy for them, including all relevant contact details if they want more info, relevant social media hashtags, and any short facts (like recent awards or accolades) about your company that may be useful.

Optimise your News Release

You’ve written an effective Press Release and it’s been signed off for distribution. However, this is not simply a question of sending it out to your press contacts and waiting, the release can play a part of an integrated marketing approach using your social media accounts, website and intranet. To help you maximise the impact of your news release we have created a practical guide and planner, free to download here. It will help you plan timely and integrated activity to generate quality content and increase the reach of your press release in the media.

Also, for more tips on prepping for a Trade Show or Industry event read our Event Publicity Countdown.


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