Whenever something newsworthy, or just new or interesting happens at your company, write up a 1 page article about it and send it to as many publications as possible. Often reporters and editors will include that information in newspapers or magazines when they need some content. This is an excellent way to get free publicity.
 

• Include web site URL on all press releases. Keep copy of all press release on the web site with an easy to use subject index
   

• Make releases really newsworthy. Alert them to new developments in your field, new products, celebrity appearances, awards you’ve won. Focus on interesting news and avoid sounding like a commercial. Include full contact information, dates, locations, and times of special events, and especially your web site address.
   

• Keep a database of “friendly” publications and editors that print your press releases. Focus on the editors of the section covering your industry especially. Try to get to know them personally. Look through directories such as Bacon’s Publicity Checker to get contact information.
   

• Earthlink offers press release distribution through PR Newswire to over 200 media outlets for $610 (400 word maximum). Online forms and instructions can be found on earthlink.net.