PUBLIC RELATIONS GUIDE

Transcription

1 PUBLIC RELATIONS GUIDE GlobalShop is the largest annual store design and at- retail marketing show in the world, bringing together retailers, brand marketers and industry suppliers each year since The public relations team at GlobalShop is eager to receive information from exhibitors in advance of the show and to support your efforts to maximize your visibility. As you create your public relations strategy for GlobalShop 2016, we are pleased to offer this guide to enhance your planning efforts. MESSAGING As you finalize your product line for launch at GlobalShop 2016, consider your strongest products to promote and the key messages about your company, your mission and your products. The key messages are carefully thought- out points about your company, what you offer and the important selling features and benefits of your products. Those messages should be woven into all of your communications, including your press materials. Everyone representing your company at GlobalShop 2016 should be familiar with your key messages and use them in communication with retailers, partners, investors and the media. PRESS KIT A press kit is a collection of vital pieces of information that makes it easier for the media to tell your story accurately. By putting the power of your press kit to work, your company can leverage the media as a third- party endorsement to create interest for your products and ultimately generate sales. While the media are one key target audience, prospective customers, partners, investors, and retailers are also likely to be looking for accurate, detailed information about your company.

2 Press kits provide that information in an organized, easy- to- read format. Be sure to include your booth number, Web site, social media links and contact information in all press materials. A press kit should include the following elements: Lead Press Release o Use it to announce your newest product, line extension or partnership. o Start with a headline summarizing the news and a subhead that offers secondary points. o Make sure your lead paragraph includes the who, what, when, where and how of the story. If the reporter were only to read the lead of the release, he/she would still have everything needed to get started. o Include a quote from a senior- level executive within your company, typically the person who will be your lead spokesperson at GlobalShop o Consider including a quote from an outside expert to provide additional credibility. o Describe your company briefly in the final paragraph. Known as the boilerplate, this standard description should be included in all press materials. o Include the contact information of your primary spokesperson and/or media contact ( address, mobile phone number, Twitter handle) on all releases and media materials. Bios o Highlight the work history and accomplishments of key people in your organization who are relevant to your story. o Include education and work history, significant accomplishments, a mention of published articles, a list of speaking appearances and a headshot. Backgrounder o Provide all of your company background (history, how you started) and product information. o Spotlight what makes your company special an usual idea, a unique origin story, the passion/mission behind your products. o Use the backgrounder to highlight awards and special recognition. Fact Sheets o Create individual fact sheets about specific products, especially if you are promoting more than one product.

3 o Keep the fact sheets short. Use bullet points and bold headings with details such as name of product, cost, description, availability and suggested uses Brochures, Artwork and Other Collateral o Include brochures, artwork or other collateral about your products or services. Additional Media Coverage o Consider including highlights from recent media coverage in your kit (provided the kit isn t going to a competitive media outlet). Format o Ensure all press kit materials, including hi- res and lo- res product photos, are easily available in an electronic format. o Post press kit items on your company Web site and distribute elements via social media outlets, such as a company blog, Facebook, Twitter, LinkedIn, Pinterest, Instagram, and YouTube. o Keep paper press kits or branded thumb drives to distribute to reporters who visit your booth. GETTING THE WORD OUT Press Releases All exhibitors are entitled to post one release as part of their exhibition package. Silver Marketing participants receive 3 releases and Gold receive 5. Releases can also be purchased a la carte for $250 each. You can post your releases to the show Web site here. Log in and post your release it will display on the site instantly available to both media and attendees alike. To upload a release, log in to exhibitor portal and select Press Releases. To purchase the upgrades or order a la carte, from the portal landing page select Buy Add Ons Press Kits The press center is located Mandalay Bay South Pacific Ballroom D. Press kit drop off will take place on Tuesday March 22 nd between 2 and 4 pm.

4 DO NOT MAIL PRESS KITS DIRECTLY TO THE PRESS ROOM. If you must ship them, mail them to one of your own team members on site who can bring them to the press room. GlobalShop PR Team The GlobalShop PR Team spends the months leading up to GlobalShop 2016 identifying the key trends that will make headlines during the show. It s critical for us to know about your new launches and product lines. Attached is a form that can help us better know what is happening at your booth and best direct appropriate media to your company both before and during the show. Please fill it out and return before February 16 th to Rachel Honig at globalshopmedia@gmail.com. Please also include any press releases you plan to issue at the show, or have recently issued, if available. We honor all embargoes. The pre- registered press list will be made available on March 9 th to those who request it. Please e- mail Rachel Honig to be added to that distribution if you would like to receive it. Media Outreach As GlobalShop 2016 approaches, you will want to contact key members of the media who cover the show. As you create your media outreach plan, here are some key questions to think through: Who do you want to reach? Are you launching a product in one market or nationally? Is your product visual enough for television? Do you have an interesting background story that might translate well over the radio? Which Web sites or bloggers are ideal targets for your story? Once you know which media outlets you want to go to, you can look online or call them to get addresses and phone numbers. Several weeks before GlobalShop 2016, develop and send a one- page media alert with all the vital information. Follow up to schedule booth appointments. Send it to the journalist with the most relevant beat retail, or design, or industry focus. Try to build a relationship with the editor or writer whenever possible as well.

5 Social Media Establish a presence on social media outlets such as Facebook and Twitter now to build your online presence, establish relationships and enhance your credibility. Blog: Consider creating your own blog as an adjunct to your website. It s a great way to boost your visibility online and release news and information. Be sure to update it frequently. Also, follow GlobalShop on Twitter, Facebook, and LinkedIn to stay in touch with show happenings. Creating an official Facebook page just takes a few minutes. Starting now will result in a larger audience as GlobalShop 2016 gets closer. Post regularly to keep your audience engaged. Remember to Like the show on Facebook to keep in touch with the latest industry news. Follow relevant journalists, targeted retailers and like- minded manufacturers and join the conversation on Twitter. Connect with us via Twitter feed. Use the official #GlobalShop hashtag to join discussions at the show about events, happenings, products and trends. It s a great way to drive traffic and boost your online presence. Remember to use your business and personal LinkedIn profile to connect with buyers and potential business partners. The status updates are another great way to distribute news and information about your company. Post product demos, testimonials and relevant company videos on your YouTube channel. Be sure to use relevant GlobalShop 2016 keywords and #GlobalShopshow

6 Follow Ups As you connect with journalists during the show, keep their contact information separate from buyer and retailer contacts. Be sure to follow up immediately with any requested information, samples or support materials. CONTACT US If you have show media questions, please contact Rachel Honig,