PUBLIC RELATIONS TIPS — TIP NO. 67:

For the first time ever, the Consumer Electronics Show did NOT accept printed press kits in its media room in January 2010.

As the largest U.S.-based technology trade show held each January in Las Vegas, this decision is a big, big deal, especially when one considers that there were more than 5,000 journalists at CES 2010.

And CES is not alone. The Outdoor Retailer trade show (held twice annually in Salt Lake City) began recommending several years ago that exhibitors upload their press kits into a password-protected online press room and only bring one (1) physical press kit for the show press room. Other trade shows and conferences have moved in this direction or are considering doing so.

However, does this mean I now believe that companies should stop producing physical press kits? No. I recommend that companies continue to produce physical press kits . . . for now.

I do believe, however, that such press kits should be used selectively and sparingly.

CES stops accepting press kits — that’s fine. But I’d sure want to have physical press kits on hand to be able to hand one to a journalist in a moment’s notice should the request arise.

Remember, old habits die hard. One such habit is reading printed materials. The same is true for writing on and marking up those same materials, especially by journalists.

So for now, yeah, I still recommend producing physical press kits.

However, I also recommend producing and maintaining a full bodied online press room, as well as digital press kits that can also be “handed” to journalists to take with them.