Provide useful information in lay person's terminology

A profile should include key personnel, descriptions of the company's products or services in a manner that laypersons, as well as industry personnel, can comprehend. Why?

Because, a reporter might be looking for relevant businesses for a story they are preparing. Naturally, including your company could possibly bring great 'free exposure' to your intended market (if it's a positive story, of course).

But if the reporter -- or anyone else who is googling the product/service you provide -- cannot figure out what you offer, your profile won't help sell your products, nor entice media to interview your company personnel.

This does not mean you cannot include high level industry information, just be sure to also include some easy-to-comprehend lay terminology in your description.