YOUR KIT'S CONTENTS

News Release -- Undoubtedly the most important thing in your press kit is the news release. It should be timely and, of course, newsworthy. Tell the reader Who, What, Where, When, Why. Keep your release as brief as possible, well written and to the point, i.e., get the news into the headline and the first paragraph. At the top of the release, give the name, phone and fax numbers of a person or persons who can be contacted for questions. Double space and make sure the release has the date and city of public release shown prominently.

Save weight by printing on both sides, indicate "more" or "over" at the bottom of the page, and -30- or ### to indicate the end of the press release. If you have a web site display the address prominently.

You don't have to have special news release stationery, although it is preferable. You can use your company stationery but indicate prominently that it's a news release and print at the top of the page "For Immediate Release."

Include the following types of information:

• New product or services, especially for the international traveler
• Current stats on your international business and its importance to you
• New commission programs for international travel agents
• New packages for international tour producers
• New tour operators or expanded tour opportunities in your area

Photos -- High-quality images are always important to journalists who can use them. A way to avoid the expense of providing them for journalists who cannot use them is to give the web address where they can download them.

You can also include color copies of your images, up to 16 to a page, so they can see what you have available, with information on how to get them.

Be sure to include people in your pictures. There's nothing more boring than empty swimming pools or hotel lobbies. News photos must show action, and at least appear to be spontaneous. Also, be sure to label your photos identifying who or what is being featured.

Fact Sheets -- Journalists don't need all the background information in your news release -- the fact sheet, or backgrounder, is the place for it.

Provide all the vital facts and figures about your organization and any relevant background or historical information in fact sheet, bulleted form. If your product or service is not well known outside the U.S., include some background information on your industry, product or service.

Include names, addresses, telephone, e-mail and fax numbers of any sales agents who represent you outside the United States, as well as sales offices and directors, or public relations agencies that represent you around the world so that journalists will know who to call in their local markets.

Story ideas -- Include a page of suggested story ideas about your product, service or industry. Something that might be particularly interesting for international readers would be most useful to these journalists. Try to get them focused on a few key feature ideas.

Remember, you may have more than one kind of audience. There may be writers for travel trade publications, travel feature writers and some general, or daily, press. Try to tailor your story ideas for each of them.

Targeting -- If your product is aimed at customers in just one market, try to produce the press kit in a style and language for that market. Translations are best done in the local market. Have a contact in the local market, preferably a public relations contact, and research how best to prepare a press kit for that market.

If your product serves clients all over the world and you produce it in English, keep it simple. Remember, for most of the journalists, English is a second language. Keep this in mind when you are writing.

Booth Info -- If you are in a trade show, include a list of interview prospects at your booth and the topics they can talk about, as well as whether a media spokesperson will be present at the booth. Have copies of your press kit at your booth.

Table of Contents -- Consider a table of contents so journalists can quickly and easily find what they want.