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Sending the press release itself is a fairly simple matter. You can get most journalists' email addresses from the Web site of the publication they work for. Some will indicate that they don't accept attachments. Be sure to honor this guideline, as attachments won't get opened at these publications. Keep the email subject line succinct and to the point - and don't try to get cute, unless you want your release to end up in a bulk mail folder amongst the pitches for low-cost prescription drugs and work-at-home opportunities.