What additional information do you have to give out? If you're shrewd, you'll put only the basics in the initial release, but make it enough of a tease to encourage the editor's call. Have a background information already prepared. Putting things in a Q&A (question and answer) format is easy, and it simplifies the job for the editor or reporter.

Excerpted from Knock-Out Marketing: Powerful Strategies to Punch Up Your Sales