Writing & Distributing Press Releases at IMTS 2026

Writing & Distributing Press Releases at IMTS 2026

Step 1: Upload Your Press Release (Critical!)

Before distributing externally, you MUST upload your release to the IMTS Showroom. This ensures editors can find it during the show.

How to Upload to My e-Kit:

  1. Log in to your e-Kit
  2. On the top of the e-Kit homepage, look for Complete Your Digital Showroom
  3. Click on Press Releases
  4. Upload your Press Release as a PDF/Word or URL
  5. Submit -> Your release is now live!

Deadline: Upload at least 2 weeks before IMTS to ensure inclusion in pre-show media kits.

STEP 2: Write Like a Journalist (The Inverted Pyramid)

Journalists scan releases in seconds. Use the Inverted Pyramid style:

Layer

What to Include

Why It Matter
TOP (Most Critical) Headline + Lead Paragraph
•Who, what, when, where, why
•The BIG news in 1 sentence		 Editors decide in 5 seconds if they'll read further.
MIDDLE (Supporting) Details, quotes, stats
•Product specs, executive quotes, data		 Provides depth for the story.
BOTTOM (Background) Company info, boilerplate
•“About Us,” contact details		 Optional context if they want more.

Visual Rule: A Picture is Worth 1,000 Words

  • Include high-res images (machines, demos, team shots).
  • Caption everything (who, what, where).
  • Avoid stock photos – use real IMTS-ready visuals.

STEP 3: The AI Advantage (And The Trap)

AI is transforming manufacturing, and it can help you write faster, but use it wisely. Editors are increasingly skeptical of AI-generated content.

☑ How to Use AI Correctly:

  • Brainstorming: Use AI to generate 10 headline variations or outline your story structure.
  • Drafting: Use it to turn rough notes into a first draft.
  • Editing: Ask AI to "shorten this paragraph" or "make the tone more professional."

❌ The "AI Trap" (What Editors Hate):

  • Hallucinated Specs: AI often invents numbers (e.g., "50% faster" when it's only 10%). Always fact-check every number.
  • Generic Fluff: Phrases like "revolutionary," "game-changing," or "cutting-edge" without proof get ignored.
  • Fake Quotes: Never let AI write a quote for your CEO. It sounds robotic and lacks an authentic voice.
  • Technical Errors: AI may confuse terms (e.g., "CNC milling" vs. "turning"). Subject Matter Experts (SMEs) must review technical claims.

Pro Tip: If you use AI, disclose it internally, but never let it replace human expertise. The best press releases combine AI efficiency with human accuracy.

STEP 4: Distribution Channels

Don't just email – use multiple channels:

Channel

How to Use

Timing
IMTS Showroom Upload via My e-Kit (see Step 1) 2+ weeks before show
Direct Email Personalized to editors (see below) 1-2 weeks before show
Wire Services PR Newswire, Business Wire (paid) 1 week before show
Social Media LinkedIn, Twitter, industry forums Day of release
Press Conference Hand out printed copies at event During show

The “Embargo” Tactic

  • What it is: Share news with editors before public release, under strict confidentiality.
  • When to use: Major launches (e.g., new product debut at IMTS).
  • How to do it:
    • Email editors 3-5 days early with “EMBARGOED UNTIL [DATE/TIME]” in the subject line.
    • Include clear instructions: “Do not publish until [Date/Time].”
    • Only use for truly exclusive news – abuse kills trust.

☑ Common Mistakes to Avoid

Mistake

Why It Fails

Fix
Vague Headlines “Exciting New Product Launch!” -> No news value “XYZ Corp Unveils 50% Faster CNC Machine at IMTS 2026”
No Contact Info Editors can't follow up Always include name, email, phone, and photo
Too Long >1 page = ignored Keep it to 1 page max (300-400 words)
No Visuals Text-only = low engagement Attach 1–2 high-res images + captions
Bad Timing Sending on Friday afternoon Send Tuesday–Thursday, 9–11 AM
AI-Generated Fluff Editors spot it instantly Human-edit every draft; verify all specs

Pro Tip: If you're unsure about your release, send a draft to Chuck or Nicole 2 weeks early for feedback.

Quick Checklist for Press Releases

Task

Deadline

Status
Draft release (Inverted Pyramid style) 3 months out ☐
Fact-check all AI-generated content 2 months out ☐
Get high-res images + captions 2 months out ☐
Upload to your e-Kit (Showroom) 2 weeks before show ☐
Send embargoed copies (if applicable) 5 days before show ☐
Distribute to media list 1 week before show ☐
Post on social media Day of release ☐
Follow up with editors 24 hours after release ☐