1. Make sure the information is actually newsworthy. This means things like the launch of a new innovative product or something the public would recognize as an achievement, such as 50 years in business. If you don't have anything to report, you shouldn't be sending a press release in the first place.

2. Make sure that your press release connects with your intended audience. If you're submitting your press release to a biker magazine, it should somehow relate to that particular lifestyle.

3. Always start with the news and then distinguish who announced it. Don't do it the other way around, because readers are seeking news, not your company. There is a reason that the guy who decides what gets published and what gets trashed is called a news editor, not a talent scout.

4. The first 10 words of your press release are the most important, so make sure they are powerful and include an action verb. News editors don't have time to read every press release completely, so it's important to catch their attention right away.

5. Avoid filler words like adjectives that don't add any real substance to the news. News editors are only looking for who, what, why, where, when, and how come? Anything else distracts from the purpose of the story.

6. You should only include facts, not opinions. Reviews and editorials contain opinions but news doesn't.

7. The more contact information you can provide, the better. Editors often verify stories before publishing them and many will want to contact you for additional information, so make sure you include important names, phone numbers, addresses, and websites with your press release. This makes it as easy as possible for media representatives to do their jobs.