The cost of a product or service is always the least important piece of information, so you can certainly omit it. Editors and their readers are always far more eager to see what the assistant director of marketing has to say. When sending E-mail press releases, never suppress the recipient list. Editors love to waste paper by printing a press release and getting two pages worth of E-mail addresses of competing publications. Always attach an E-mail press release as a Microsoft Word 98 or PDF file.
Editors love to launch as many programs as possible to read a press release.
Always, and I mean always, attach high-resolution TIFF images. This ensures that when editors check their E-mail while on the road from a slow laptop and a 28.8 modem, they can be as late as possible for meetings. Richard Romano is the managing editor for Micro Publishing News, a national publication covering design, print on demand, and content creation. He is the author of numerous books in the field of graphic arts, design software, and digital cameras. Neotrope, DotComMojo, PRnetwire, Send2Press, dot.