When it comes to writing news releases there are some important things to avoid:

Sending a cover letter with the salutation "Dear Media Professional." If you must send a cover letter, personalize it.

Wasting time and money sending books and products to media professionals who might not necessarily want them. If you're publicizing a product or service, or you want to get reviews for a new book, first query by suggesting a story angle, or a news hook and see if they are interested. If they are, send them the product sample or book.

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.

For more tips on writing a great news release see Special Report #12 "52 Tips for Kick-Butt Press Releases (and Bonehead Mistakes to Avoid)"