Here are six things to do to spark up your next media release (and make it more useful to those you're sending it to), ways that even traditionalists won't argue with: 

1. Be sure what you're announcing is  real news or full of useful information that your contacts can use. The release of a book by itself is rarely all that earth-shaking anymore. Discover the parts of your book, your event, yourself that will pique editors' interest. Then use them. 

2. Let your audience know why they should read your book, come to your party, do a feature on you. What are the benefits? What are the downsides if they don't? 

3. Look at the first ten words and the title of the release. Would YOU want to read more? Scroll down a bit. Does your release get more interesting later on? Than THAT's what you should use for the lead!  

4. Avoid overblown language. Inspect every adjective, adverb and word that has over two syllables. Sometimes less is more potent. The facts, not your opinion, please. 

5. Double check your contact information. Include as much as you can and still maintain some security. 

6. Give the media what they need to complete the job. That may include other resources, other authors who might give an opposing views, etc.  What you choose to include depends on where you're sending your release. Put yourself in the shoes of the person you're trying to reach. 

TIP: I recently sent out a release on a book fair booth I am coordinating. I introduced the release with a personal comment that told me contacts to feel free to utilize the release any way they wanted (many online newsletter editors don't seem to understand that they can do this) and that I had free articles on book fairs available for their use if they would prefer that to the release. My response rate doubled compared to many similar releases I've sent out with no introductory comment.

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Carolyn Howard-Johnson is an award-winning author of the How To Do It Frugally Series of Books for writers. Her books won the USA Book News and Reader Views Reviewers Choice awards. She edits Sharing with Writers," a newsletter that is also a community. Share your ideas. Learn from theirs!" It's full of tips like this. To subscribe send her an e-mail at HoJoNews@aol.com. You'll also find useful editing tips at www.thefrugaleditor.blogspot.com .