Press Release Preparation
When you send in a release and encourage the editor to call for more information, be prepared for the call.
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.