Your press release doesn't have to be alone, but you also don't want to weigh it down. The following are some ideas for optional attachments:

 The news release announcing the antique show that features unusual salt and pepper shakers might accompany a list of the 15 most-sought salt and pepper shakers.

 Attach only good-quality black and white or color photos, or color slides in a protective jacket. Each photo should have identification information on the back, printed on a computer-generated label. Write the caption as you would like it to appear. People should be identified from left to right. Double-check spelling of names in captions, and make sure they are spelled the same way as the names in the news release.

 Never ask that the media return your professional business photo. It is to your advantage to have the media file the photo for future use.

 You may include good-quality graphs, charts and maps that illustrate your news release.

For more ideas for attachments see Special Report #12 "52 Tips for Kick-Butt Press Releases (and Bonehead Mistakes to Avoid)"