Press tips available
By Thomas Russell -- Furniture Today, March 21, 2004
HIGH POINT — The American Furniture Manufacturers Assn. has prepared a tip sheet on how producers can best attract media attention with press kits at market times.
"These tips are some of the basic things we think are most essential," said Jackie Hirschhaut, AFMA's vice president of marketing and communications.
One basic: Put the company name on the outside of the press kit folder, and include the address and telephone number in the packet. Also, include a media contact name and date the contents, since many journalists keep them for six months or longer.
Other suggestions:
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Include photography of new products and clearly label all photos with the product or collection name and company name.
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Enclose a press release that describes new products. Also, highlight trends, if possible, and avoid lengthy welcome letters and company histories.
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Avoid items such as ribbons and seals that make press kits difficult to open. Firmly secure things such as business cards and slides, which can easily fall out.
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Do not put press releases on CDs. This makes it difficult for traveling journalists without laptops to access the information.
These and other suggestions have evolved from AFMA public relations forums with reporters and editors of trade, business and consumer publications.
Companies should start working now on their communications strategies for the April market, said Pat Bowling, AFMA's communications director, noting that public relations consultants often sit in on the early stages of product conception and development.
"It's never too early to start planning for your market communications," Hirschhaut said. "It's not just sowing seeds for coverage that might come as a result of market. It's essentially setting up a relationship with journalists every week of the year."
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