The next time you write a press release, give the reporter a reason not to delete it, otherwise you might as well write “For Immediate Delete” in the subject line.
4. Keep it short. You don’t need to put the kitchen sink in your release. Get in and out. Give them the high points, and they’ll contact you for the rest. Most wire services charge more when you exceed 400 words. Keep your releases under 400 words, and you’ll save money and increase your chances of getting covered. If you can pitch a journalist in 140 characters, there’s no reason you can’t compose a press release that’s fewer than 400 words.