Making a good impression is important when pitching your press release to media outlets. Over-extravagance, however, can produce the wrong impression. Try to avoid these mistakes:

-Wasting money on expensive, ostentatious “packaging” for your news releases, such as a release rolled up and tucked inside a gift box that’s then wrapped in colorful plastic that’s tied at the top with a big bow. This problem seems to be an epidemic among those who are publicizing fund-raisers and society balls.

-Particularly annoying are news releases sent in packages that also contain confetti or glitter. An unsuspecting editor removes the release and watches the entire mess fall into her lap.

-Even worse are news releases that cannot be extracted from cardboard mailing tubes.

Learn more mistakes to avoid in 52 Tips for Kick-Butt News Releases.