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If your company will be exhibiting at a trade show, issue a press release that details the dates and location of the show and what will be shown in your booth. Be especially aware of the lead times of publications in your industry to allow enough time for the release to be published prior to the opening of the show. The trade press will be the most likely to be interested in this type of announcement. If the company will be offering free promotional items or services, be sure to include that information in the release.