This week I went to the PR Newswire event "Standing out in a Crowd". The discussion included a few good reminders:

1) Reporters/Editors won't read more than 1 or 2 paragraphs - make sure the news is at the top of your release
2) Headlines - make sure they actually address the news - if the headline is catchy but doesn't have any actual, usable information your audience is less likely to read it
3) Make information easily accessible. Link to additional information right in the release. Make sure the links work!
4) Write your release like an article. If it sounds like something the reporter might write, they are more likely to actually write it.
5) Best time to send releases? EARLY in the morning before editorial meetings
6) This one seems obvious but...make sure the contact information on the release is correct and there is someone available on a regular basis.

They also handed out some information on Search Engine Optimization - a hot topic lately. I am doing some more research and will write a more comprehensive piece early next week. If you have thoughts, questions or expertise on SEOs - let me know!