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Trade show season is our favorite time of year. We see clients in person instead of over email, catch up with editors about what is happening at their publications, walk the exhibits to see new equipment and go to events like the Construction Writers Association reception.

If your job is anything like ours, somewhere in your show preparation is a press kit. The job of that kit is simple: give the industry media the who, what, when, where, why and how of your company and its products. Here is what belongs in it.

Keep the kit light and make every file available digitally.

Do include

• Press releases on new or updated products, company announcements and personnel changes. Put contact details (website, phone, email) on every release so editors can follow up.
• A letter of introduction and a company backgrounder if your company is new to the market. A short history, bios of the executive team and where to get more information is enough.
• At least one high-resolution image (1 MB or larger) for every release or announcement. If you do not have the images at show time, collect the editor's contact information and send them as part of your follow-up.
• Spec sheets, product brochures and other relevant literature.
• Technical articles and customer success stories. White papers and case studies give editors deeper material on your products, and you should encourage them to share it with their readers.

Do keep it light

A kit that is heavy or awkward gets left behind. Keep the packaging simple.

Do make it digital and immediate

Make every file available electronically and send a link (a shared folder works well) to each editor's inbox immediately after their visit. Many editors publish news daily from the show. If your content arrives a week later, you have missed that coverage.

Do follow up

After the show, contact every media representative you met. Thank them for stopping by, confirm they received the kit, send anything you promised, invite follow-up questions and encourage them to share your news with their readers.

For the bigger picture on press conferences and media visits, read Get Your PR Effort Ready for Trade Show Season. Need a hand building your kit? Visit our ‣ page.