Make reporters sit up and take notice of your products: create a "Reasons to Review" sheet. This printed document provides a one-paragraph description of your product, another paragraph on its benefits, and then describes as many applications as you can think of. These applications should demonstrate the different ways the product can be used to solve problems.
In the System Sleuth example that follows, nine applications are suggested - plenty of reasons for a reviewer to take notice, and take action.
The release also provides any technical specifications or requirements, and ordering information in the body copy. This gives a publicist the flexibility of sending the sheet to reporters, either with the press kit or with a cover letter.
Include in the layout, a routing slip so the information will get to the right person, and editorial and company contacts so reporters know who to contact if they have questions.