1.	Type, never handwrite. Double space, use BIG margins, and leave lots of white space. Editors use the white space to edit.
2.	Avoid BIG letterheads. They take up space on the page and can shout, "my message is weak, but look at my credentials."
3.	Type the press release on your stationary.
4.	Name the contact. Skip a few lines below the letterhead and list the person to call for more information. Listing a home phone (or cell phone / beeper) in addition to the business number indicates your willingness to be helpful. It is best to have the contact someone else other than the President or owner of the business.
5.	Provide release instructions. Either FOR IMMEDIATE RELEASE or FOR RELEASE MONDAY JUNE 8TH. Do not leave too long a time, though, or your release will likely be buried or forgotten. If possible, leave off the date so you don't become dated.
6.	The headline should catch their attention, snappy without giving away the whole picture.
7.	The first two words are the place where the story originates (city, state) put it in parentheses and put three dots after.
8.	Write concisely. The first paragraph should answer the 4W's: who, what, where, and why.
9.	The mechanics: Keep the release to one single page, if possible. If you need more than one page to complete the release put - "more" - at the bottom center of the page and be sure the pages are numbered. The succeeding pages should be "slugged" that is, tagged with an identifying headline or subject reference, for example: "ANOTHER GREAT SEMINAR - 2".
10.	When you reach the end of your press release, use either four # signs centered in the page or - END - centered in the page.

Jill Lublin, CEO, Promising Promotion, Author of "Guerrilla Publicity", part of the best selling Jay Levinson Guerrilla Marketing series, Adams Media - June 2002
Powerful public relations to get your word out for your product, service, business or message. - "It's not who you know, it's who knows you".
Jill is the host of the nationally syndicated radio show "Do the Dream," featuring guests such as Deepak Chopra and Don Miguel Ruis, author of "The Four Agreements." You may view her website at promisingpromotion.com