These web sites provide good guidance for writing media, press and news releases. 

http://www.publicityhound.com
http://www.prweb.com/pressreleasetips.php
http://www.press-release-writing.com/
http://www.infoscavenger.com/prtips.htm
http://www.cio.com/archive/webbusiness/090198_customer.html
http://www.ereleases.com/howtowrite.html
http://www.ereleases.com/howtosubmit.html

See also Raleigh Pinsky, 101 Ways To Promote Yourself and Paul & Sarah Edwards, Getting Business To Come To You.

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