Press releases must be complete, accurate and specific. Always include a contact name and phone number. Releases should be no longer than two pages. The media doesn't have time to read lengthy documents. When the media calls, respond immediately.
Reporters are usually on tight deadlines.
People need time to get organized, settled or finish stories. Always return a reporter's telephone call. If you have to leave a message, include your telephone number and a convenient time when you're most available to talk. Do not call after you send a release. Don't hound or stalk reporters thinking that persistence pays.