How to prepare an effective Press Release for the professional Packaging Press. Some suggestions from IPPO.

1 - Write it for the editors!
Press Releases are important tools to bring information to the professional press and should be specially prepared FOR EDITORS. Most of the time, commercial leaflets and catalogues (prepared for customers) have a lot of information, but don't fill the editors' needs.

2 - Use at least one international language!
The packaging business is international, and the packaging press is active all over of the world. Companies must be sure that editors receive press releases in a language they can deal with. At Exhibitions, press material must be available in at least three languages: the "mother language" of the company, the local language and English. Companies must be sure to provide good technical translations. The same applies to presentations and press conferences.

3 - Simple suggestions for exhibitions
During Packaging Exhibitions, editors have a hard job to find new stories in such a tight time schedule. The following suggestions will help:
- send press releases BEFORE the exhibition;
- prepare "press kits" for the PRESS ROOM;
- be sure to have press contacts available on the Exhibition stands;
- avoid long presentations and conferences during Exhibitions;
- organise conferences and presentations in co-operation with the exhibition organisers and their press agenda.

4 - Something really new!
Each press release must have, as least, something REALLY NEW. Please specify clearly the new detail or aspect of the package, material or machine. Editors don't want to deal with repeated press releases and their readers don't want to read about what they already know... A good way of underlining what is new is to mention the exact date of launching to the market.

5 - Go straight to the point and be complete!
Go straight to the point (the NEW aspect or detail). One of the best ways to do it is to begin the press release with a kind of "lead" or "abstract". Then, you can complete the details, but avoid long texts. Some examples:
- for a new pack, please identify the materials used (HDPE is better than just "plastic"; corrugated is better than just "board", etc.);
- for a machine, some basic details must be mentioned (function, process, types and shapes of package or materials, speed, changeover time, control system, etc.);
- if the machine, pack, material, or any element is produced by a third company, that company must also be mentioned;
- for printed materials, it's necessary to specify the printing process used.

6 - Avoid heavy press kits!
Avoid heavy press kits, with company reports, promotional brochures, technical texts, etc. During exhibitions, congresses and other similar events, editors have to deal with a lot of printed materials, and companies can help with "light" and essential information. If you think that such reports or brochures might be useful for editors, you can use alternatives to printed (and heavy) material:
- a mention on the bottom of the release inviting editors to ask for a copy;
- an internet address where to find it;
- documents in digital form (CD, diskette).

7 – An image is always needed!
Images are fundamental for editors and magazines. Press releases must include photos in any suitable format (printed colour photo, slide, and/or high resolution digital form). Don't forget to label all photos and files.

8 - The "bottom line"
On the bottom of the press release, please include:
- company contacts for editors (names, addresses, phone, fax, e-mail);
- a FEW lines about the company;
- where to find and how to obtain more information (web sites, etc.).

9 - Be available!
PR agents can be very useful to both companies and editors, when they act as "linking agents". They shouldn't be considered by companies as a "barrier" or "filter". Many PR agents are excellent professionals but, even so, company managers must be available as a press contact.

10 - Update your mailinglist
Be sure to have a good and updated mailing list to send your press releases. The IPPO membership list, regularly updated, is available on www.ippopress.com.