The document provides tips for creating effective trade press public relations (PR) materials, recommending that content be tailored for an engineering audience, include links to supporting resources like data sheets and order sites, and use color graphics. It also stresses the importance of providing content in local languages for global markets, including rich media like photos, and ensuring materials are concise, mobile-friendly, and syndicated across platforms.

1. TRADE PRESS PR CHECK LIST
 Forget the sales pitch, tailor content to an engineering audience
 Link to data sheets, specifications, distributors, order/sample sites
 Color graphics are a must - print and the web aren't black & white anymore
 Don't forget that YouTube®
content - link to it
 If you want to limit coverage to the States submit only English language PR
 If you aim for coverage in Germany you must submit in German
 If you aim for coverage in Japan you must submit in Japanese
 If you aim for coverage in (any country) you must submit in (local language)
 Local Language content is mandatory for coverage in global markets
 Good photos beat great drawings today, tomorrow, any day
 Quote your higher authority and put his/her photo in the PR
 Targeted distribution is critical for reaching trade press editors
 Avoid text only PR at all costs - rich media is the gold standard
 Remember RSS still rules – syndicate, syndicate, syndicate
 Be concise - someone is going tell your story in 160 characters
 Get mobile friendly - half of the audience holds you in one hand
TechWire International Inc. • Global Media Relations for the Electronics Industry • www.ezwire.com • (630) 420-8744