Press release: clarity in communication – even at trade fairs

A press release is not a sales tool, but a structured communication. It has one purpose: to inform. And it has one target audience: journalists, editorial offices, specialist portals, and sometimes stakeholders from the industry. Anyone writing a press release is not addressing consumers, but public intermediaries. This shapes the style, structure, and expectations regarding its relevance.

In the context of trade fairs, press releases are one of the established formats of corporate communication. They announce, classify, and document developments. Companies use them before a trade fair to draw attention to their participation – or after the event to summarize the results. Their effectiveness does not depend on their length, but on the clarity and substance of what they communicate.

Between announcement and classification

A press release is useful when there is something to communicate that may be of interest beyond the company itself. This could be a new cooperation, a technical innovation, or a position paper on current industry topics. Especially in the context of trade fairs, it is often important to contextualize participation: Why is the company there? What is it showing? How is this relevant to the market?

For a press release to be effective, it needs a reason. Purely internal topics or vague hints rarely lead to publication. Content that can be embedded in a larger context is more likely to be noticed – for example, as part of an industry dynamic or a social trend. Press releases work best when they not only report on an event, but also convey a position and context.

Structure and elements of a good press release

A professional press release follows a fixed structure that has proven itself – not out of convention, but because it provides orientation. It starts with a headline that clearly states what it is about. No gimmicks, no questions, just a concise statement. This is followed by an introductory sentence or short lead that answers the essential questions: Who is communicating what? What has happened? When and why is it relevant?

The main section provides context and background information, supplemented by figures, quotes, or evidence. Towards the end is the closing paragraph, which briefly introduces the company. This also includes contact details for further inquiries and a link to the press kit or website – nothing more, nothing less.

Typical elements are:

• A concrete, understandable headline (without puns)
• An introduction answering the classic W questions
• A middle section with context, figures, or quotes
• A concluding tagline with contact person, website, and press contact if applicable

A press release is not the same as a press statement

It is important to distinguish it from other formats: A press release is not an opinion piece or a product description. It does not claim to explain everything, but rather provides information that can be used by journalists. The tone is factual, but not distant – it conveys attitude without commenting. And it remains respectful of the editorial team's reading skills: It does not explain what does not need to be explained.

Publication and distribution: what really counts

A press release does not unfold its effect through its content alone. It is crucial that it reaches the right audience. Depending on the industry and occasion, this may be traditional editorial offices, specialist portals, or online news services. The press section of a trade fair platform or a specialized press distribution list may also be suitable.

It is important that recipients can classify the message – through the subject line, contact person, and time reference. Poorly timed distribution can cause good news to fall flat. Similarly, a message with strong content can be lost if it goes to the wrong contacts. Reach is created where relevance is perceived.

Conclusion: The press release is not a relic – it is a tool

At a time when a lot of information is sent directly to target groups, press releases may seem old-fashioned. However, they continue to prove their worth, especially in a professional environment, because they remain focused, factual, and journalistically relevant. Their strengths lie in their simplicity: no storytelling, no branding, just substance.

Those who use them correctly gain credibility, visibility, and editorial reach. Especially at trade shows, where many messages overlap, press releases offer a format that does not distract–but communicates.