Luxury Coach & Transportation

March 2015

Magazine for the professional limousine, charter and tour industry.

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26 LIMOUSINE, CHARTER & TOUR MARCH 2015 WWW.LCTMAG.COM ILCT SHOW: MEDIA & MARKETING How To Tell The World You Went To The LCT Show news. Did you attend the biggest international annual limo trade show? Here's how to tell everyone through a press release. By Jim A. Luf, LCT contributing editor N ewspapers and their websites are always looking for news from community businesses. Sending a press release that is ready for publication will help get your company name in front of your community. Share Your Story Attending the International LCT Show or any trade show is an investment in your company and the service you provide to your community. It is worth showing your community your commitment to safety, chauffeur training, transportation laws, and industry trends. You probably have read or heard about awards be- stowed upon local businesses such as a restaurant getting a Zagat rating or a local car dealership recognized for high sales by a manufacturer such as Ford. So why not toot your own horn? You're just as worthy and important. Your community will never know just how committed you are if you don't tell them. Consider this your chance to shout it from the mountain. You should con- sider it a favor to your local media that you are providing important informa- tion about your local business. Prepare a press release and tell your little world about your Show attendance and what you learned, or what you bought to im- prove your operations. What is a Press Release? A press release, also known as a me- dia release, is a public announcement to the media about something signif- cant to be shared with the community. If properly written, it should be ready for publication without much editing, or ready to be read on-air as written. In order to achieve this, a press release should be written to contain what edi- tors call the fve W's and the H. Simply put, it is Who, What, When, Where, Why and How. It should be written to contain "news" and never be written like a commercial or advertisement for your company. Editors frown on that sort of thing. You might wonder if your release is newsworthy. Editors start each publication with blank pages. They are eager to fll those pages and are usu- ally thrilled to receive a written press release ready for publication as a "copy and paste" especially since most news- papers run with a fraction of the staff they had just 10 years ago. It saves them time and flls the page, so don't worry they will lack interest. The worst case scenario is they decide not to use it. You are out nothing but a little bit of time. However, if they do use it, you will be the talk of the town. Press Release Prep Basics Your contact name: In case they have any questions Your contact information: Phone num- ber, cell number, and an email address The Headline: Summarize what this re- lease is about using words that explain the whole thing in a few words. It should be interesting enough to make someone want to read more. It should never contain ac- ronyms that the average person might not understand. Here are some examples: ABC LIMO ATTENDS ILCT SHOW This is not an effective headline. It pro- motes ABC Limo and may be rejected on that basis alone. The average citizen in your community would have no idea what ILCT stands for. LOCAL LIMO SERVICE JOINS IN GLOBAL CONVENTION This generalizes the company as a limo service with no attempt to promote the company name but to share what you did. It spells out exactly what the Interna- tional LCT Show is to the average person. You can spell out and explain ILCT in the body of the release. The Body: • Who: Who is the story about? Who is providing this information? • What: The main theme. What is it you really want to share? • When: When did this happen? • Where: Where did this happen? • Why: What was the beneft and why did you participate? • How: While this is sometimes optional, how did it come to be? • #END#: This symbol is centered at the bottom of the body to indicate to the editor there are no additional pages and nothing else to be added. Copy Points Copy point is a term used by editors that refers to the fve Ws and the H. Each one of those is a "copy point" or subject. However, there are other copy Were you there? Make sure your local busi- ness community and consumers know you were among the forward-looking operators at- tending the International Limousine, Charter & Tour Show.

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