Here are a few tips:

• Identify the newsworthy angle ("nose out the news"). An outsider, who can see the forest for the trees, is often best suited to this task.
  
  
• Present the news clearly in the headline and the lead.
  
  
• Use a straightforward writing style and be merciless to ensure you edit out every word that does not strengthen the release.
  
  
• Ensure that the contacts listed will be easy to reach by telephone after the release is issued.
  
  
• Follow-up calls can be more important than the release itself. Be sure you can explain to an editor why this story is worthwhile in one minute or less. Be persistent until you reach the editor/reporter you are looking for.
  
  
• Believe in the importance of your story! If you don't, no one else will. (Another way of putting it is: Make sure you're not asking editors to waste their time on something that's trivial.).