Never include a graphics file as an attachment. Chances are they won't wait around for the download. Use a hard return after each paragraph, but not after each line. If you do this, it may cause the text not to wrap properly on some systems, and will result in an odd text format. Don't follow up your release with a phone call.
Nothing annoys an editor more.
But do this sparingly as it also can appear bothersome. The good news is if you don't feel up to this adventure on your own, you have some options. They also have great information and samples of some online releases. So when writing your release, strive for a unique angle that will make you stand out above the rest. Grab their attention.