1. Providing insufficient or wrong information. Particularly telephone numbers. Releases must be complete, accurate and specific.
2. Writing too long. They should be no longer than two pages.
3. Sending it too late. Mail or fax it at least two weeks before an event, preferably three or four. Send them four to six months ahead for major magazines.
4. Sending a release with no news value. News is what happens that is different. If it isn't different, it isn't news.
5. Blatant commercialism. Avoid hackneyed words and phrases such as spectacular, incredible, the only one of its kind, breakthrough, cutting-edge, unique and state-of-the-art.
6. Omitting a contact name and phone number. At the top of the first,page in the left corner, let editors know who they can call if they have questions.
7. Calling after you send a release. Questions like "Did you get my news release?" or "Do you know when it will be printed?" will brand you as a pest. Don't follow up with a phone call to see if the media got your release, unless you are absolutely sure that someone will check for you. Most reporters and editors don't have time.
