The bauma Media Dialog, held a few weeks before the world’s largest construction exhibition, is a golden opportunity for companies to connect with top industry journalists from around the globe. As an exhibitor, this event is your chance to make an impression, communicate your key messages, and build excitement around your bauma 2025 participation. One essential tool for making the most of the occasion is a well-prepared press kit. Here, we’ll guide you through creating an effective press kit that sets your company apart.
Key elements of a pre-bauma press kit
A successful press kit provides journalists with all the information they need to cover your news. Here’s what to include:
- Company overview to provide context
Provide a concise profile that introduces your company and outlines what you will be exhibiting at bauma 2025. Emphasise your market position and how your participation at the event aligns with broader industry trends or innovations, while referencing your history and mission for further context and credibility. Also mention your stand location and which executives will be available for interviews.
- Press releases that stand out
Journalists at bauma 2025 will be inundated with press materials, so your press releases need to truly stand out.
- Highlight key differentiators – Focus on what makes your news compelling. What’s genuinely new or different about your products, technologies, or company initiatives? What makes your company a leader in the market? Is your product the most advanced, the first of its kind, or the most efficient? Include detailed context or market trends that support your story.
- Grab attention with your headlines – Use engaging headlines that instantly help journalists to understand why your announcement matters to their readers. Structure the rest of your content with the inverted pyramid model that starts with the most critical information and gradually provides supporting details to ensure your main messages aren’t overlooked.
- Marry data with emotion – Data-driven stories often make a strong impact, especially in the construction sector. Include relevant statistics or case studies that back up the performance claims of your products. But don’t forget to create an emotional connection too. For instance, tell a story about the inspiration behind your latest innovation or how your products directly contribute to societal improvements through sustainable construction. Impactful quotes from senior executives or other third-party experts will help add authority.
- Keep it short and sweet – Journalists attending the bauma Media Dialog will have a lot of materials to work through so don’t overwhelm them with more press releases than are strictly necessary. Keep each press release to around 500 words maximum to ensure your messages are clear and memorable.
- Product specification sheets
For new product launches, include detailed specification sheets that journalists can refer to when writing about your equipment. Highlight what makes your product best-in-class, such as energy efficiency, sustainability credentials, or unique engineering features. Infographics summarising these specs can be a helpful addition for easy reference.
- High-quality visual assets
Journalists are always looking for visuals to enhance their stories. Include high-resolution images of your machines, key product features, or equipment in action. Videos can also be a helpful addition, along with interactive 360° product walkthroughs to offer journalists a more engaging experience.
- Extra touches
To make your press kit truly stand out, you could also consider:
- Adding AR/VR elements that bring your products to life
- Including a fact sheet or timeline of your company’s innovations to demonstrate leadership in the sector.
- Curating trend insights or white papers relevant to the construction industry to position your company as a thought leader.
- Providing professional biographies and headshots of your executives, emphasising their expertise and making it easy for journalists to see why they’re the ideal sources for interviews.
- Contact information
Make it easy for journalists to follow up by including direct contact details for your PR representatives.
How to distribute your press kit effectively
Having an excellent press kit is only half the battle – you also need to ensure it reaches you’re the right journalists. Here are some tips for effective distribution:
- Before the Media Dialog
Build anticipation by emailing a teaser to your media distribution list. Share a brief overview of what journalists can expect in your press kit, along with an invitation to visit your table at the Media Dialog. Use past event data to tailor this outreach – analyse which journalists covered your company or similar topics at previous events and identify the type of stories they found most compelling. Highlight areas of interest specific to these journalists, whether it’s technical innovations, sustainability efforts, or market trends, and craft your messaging to align with their known preferences.
- During the Media Dialog
Gone are the days of printing press kits or handing out USB sticks. Place QR codes prominently at your table, directing journalists to a landing page where they can easily access and download your press kit. This method is more sustainable and secure, and quick. Ensure your landing page is mobile-friendly and intuitively organised into sections such as “Press Releases,” “Images,” and “Videos.”
- After the Media Dialog
Not all journalists will be able to attend the Media Dialog, so follow up by sharing a download link to your press kit with your broader media list. Personalise this outreach by referencing individual journalists’ beats or interests and offer opportunities to schedule interviews or stand visits at bauma. Use UTM codes and analytics to track who accesses your press kit and which assets are most popular. This insight can inform your outreach before the main event and help refine future materials.
How SE10 can help
At SE10, we understand the importance of creating a press kit that grabs attention and are experienced in delivering results. From crafting compelling press releases to integrating cutting-edge digital tools, we can help you prepare for a successful bauma Media Dialog and build excitement that carries through to the main event.
Contact SE10 to see how we can help you shine or discover more on our bauma 2025 PR services page.
By Hannah Kitchener
Associate Director
About the Author
Hannah is an associate director based in the UK, who leverages her strategic, campaign management, and written content creation expertise to support clients in the construction, energy, and materials handling sectors across Europe, the Middle East and Africa (EMEA). With a professional qualification in Journalism from the National Council of Training for Journalism in the UK, Hannah has strong interviewing and writing skills that enable her to craft compelling content for clients across multiple platforms. Her experience and knowledge of the construction, energy, and materials handling sectors, meanwhile, have helped her build a strong network of trade media contacts across the EMEA region, enabling her to secure meaningful media coverage for clients. In addition to her journalism training, Hannah’s academic qualifications have further honed her ability to communicate across cultures and languages. Having studied French and German at BA level, and with an MA in Translation, Hannah has a passion for inter-cultural communication, which is invaluable to SE10 in executing PR campaigns across multiple markets and in several languages.
