Make sure journalists can reach one or two company representatives for comment or more information. Put contact names, numbers and e-mail addresses in the top right corner. And, make sure they are accessible. Nothing is more frustrating to a reporter who is calling for more information than to hear that the contact person is unavailable. Follow the format.
Releases have a predictable format.
And follow up. Instead, briefly restate the headline from your news release, and ask if they're interested in the story. Don't waste time and effort sending releases to the wrong person. Read your target publications and identify writers who cover your field of business. Don't overlook trade newsletters, chamber of commerce publications and broadcasters.