Welcome

Getting Started

Tools of the Trade
Press Kits
Backgrounder
Reasons to Review
Reviewers Guidelines
Case Histories
Comparison Charts
Photographs
Sound Bites
Response Cards

Getting the Word Out
Targeting the Media
Identify Your Priorities
Track Your Media Contacts
Obtain Editorial Calendars
Know What is News
Pitch Your News by Phone
Writing Effective Pitch Letters
Reach Reporters Using E-Mail
Send Faxes
News Wire Services
Grant an Exclusive?
Provide the Info They'll Need
Breaking News
International PR

Providing Review
Products & Demos
Provide Review Products
Product Demos on the Road
Review Follow-Up
Have Realistic Expectations

Following-Up on Publicity
Acknowledge Good Reviews
Follow-Up on Errors in Reviews
Respond to Bad Reviews
Build on Positive Reviews
Deal with Negative News
Keep in Touch
Monitor Results
Measure Results

Conventions & Tradeshows
The Value of Conventions & Trade Shows
Do Your Homework
Prepare Your Demos
Set a Realistic Budget
Which Shows to Attend
Booth Decisions
Announce Your Events
Free Info from the Press Office
Schedule Appointments at the Show
Where to Meet Reporters
Get Pre-Show Coverage
Publicity Without a Booth
Get the Most Out of Every Show
Cover All the Bases
Press Facilities
Press Kit Room

Keep Requests from Falling Through the Cracks
Booth Etiquette & Body Language
Train Your Staff to Handle Reporters
Seek Out Reporters
Approaching Reporters at a Show
Where the Reporters Congregate
Get Coverage by "Piggy-backing"
Attend Trade Show Parties

Maximizing Your Exposure
Plan and Hold a Notable Press Conference
Get Exposure by Speaking on Panels
Get Exposure from Panel Floors
What to Do After the Show
Send Thank-You Notes
Contact Reporters Who Didn't Attend the Show

Conclusion