Lead off with the most important information. Think of the body of your release as an
inverted pyramid with less important information lower in the release. Editors tend to cut
from the bottom.
Wind up your release with some background info about key people and/or companies
mentioned in the release.
When you're drafting your release, put on your reporter hat. They want to know who,
what where, when and why.
[more] and/or ###
If your release is two or more pages, let the editor know by including [more] at the
end of each page. Close your release with either "-30-" or "###," the customary symbols
to say "That's all folks." Center them at the bottom of the last page.
It's a good idea to contact the editors of the publication where you plan to send your
news to find out their preference for receiving releases. Some prefer email, other like
plain 'ole snail mail, while other like faxed releases. Contacting them also helps to begin
a relationship.
As mentioned, don't freak out if your first few releases never make it into print. That's
not too unusual. Over time, as editors come to see you as consistent source of quality
news, they'll start publishing your stuff.
Building Buzz
If you’re consistent, people will begin to take notice and spread the word. Word of mouth
is one of, if not the most powerful tools in a musician’s p.r. toolbox.