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A news release is often your only chance to make a great first impression. However, reporters and editors may receive thousands of them every year. To make sure your releases get the attention they deserve, avoid these pitfalls:

• Providing insufficient or wrong information, particularly telephone numbers. Releases must be complete, accurate and specific.
• Writing too long. They should be no longer than two pages. (Shorter is better.)
• Sending it too late. Mail or fax it at least two weeks before an event, preferably three or four weeks.
• Sending a release with no news value. News is what happens that is different. If it isn't different, it isn't news.
• Blatant commercialism. Using flowery words and phrases such as "spectacular," "incredible" and "the only one of its kind."

Used by permission from "The Publicity Hound’s Tips of the Week." For a free electronic magazine on how to generate publicity, visit www.PublicityHound.com.