Double space your text. This applies to a printed release, a faxed release or an E-mailed release.

Properly direct it by using titles - not names.

Use a specific title to direct your release. A press release addressed to "Fashion Editor" or "Arts Editor" will surely reach the proper person.

If you use an actual name, that person may be out sick, on vacation or no longer with the company. An editor is not impressed by seeing their own name on a press release.

Editor names properly belong in your personal contact book, but not on a release. What is important are the contents of your envelope, and the certainty of its delivery. Remember, "Names change-titles don't."