Your photographs should be sent with sturdy cardboard stiffeners inside the envelope so the art can't be bent in the mail. If you bend a photograph, the surface may crack, and then it can't be reproduced well. Don't skimp on cardboard or postage. After all, you've put a lot of time and money into those shots, and you want them to arrive safely. They should, of course, be sent only by first-class mail, messenger, or overnight courier.

If you are sending digital photographs, use a plastic jewel case inside a diskette mailer to protect the CD-ROM from bending or breaking. Don't be tempted by media mail. The rate is a bargain, but delivery may be slow. Spend the extra money for first class delivery.

If you are submitting photographs to a publication unfamiliar with your organization, be prepared for questions. "Of course we don't accept photos from new organizations until after we have checked them out," says one photo editor. "Otherwise it can get very sticky."

Some small newspapers charge an "engraving" fee when you submit a publicity photo. You should call and ask them about their policies for publicity art. Don't mention the possibility of a fee; wait to see if they bring it up. If the fee is minimal, it will be worth paying because it's probably a great deal less than the cost for the same amount of advertising space.

To learn more about submitting photos the right way see David R. Yale's "How To Get Publicity Photos In Newspapers, Magazines, And On TV"